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SEO Certainly Isn't A Quick Fix

While business owners may think that search will be a "quick fix" for reaching their target while they cut back on other types of ad spending, Jill Whalen cautions that SEO, in particular, is much more of a long term play. "While SEO is almost always a good idea, if you're counting on it to save a failing business, you may want to rethink things," she says. "The customers you receive from search engines should not be what your entire marketing plan consists of."

Getting good results with SEO is not fast or easy, especially if a Web site wasn't designed with organic search in mind from the onset. "It will take weeks to do the initial research required to even know where to begin," Whalen says. Meanwhile, there's no on/off switch, as site owners need to continuously update meta tags, craft keyword-rich content, collect inbound links and even select coordinating paid search ads.

SEO also needs time to age. "After your website has been put into perfect SEO shape (after many months of hard work), it will start to receive more targeted search engine traffic," Whalen says. "But even that is a slow process." Lastly, SEO works best in conjunction with other marketing efforts, whether it's email, radio spots, events or even community outreach -- as they're all sources that can drive more traffic to a URL.

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