* SEO is absolutely necessary, completely possible, and it does work well. In fact Google and others like +josh bachynski tell us a lot about how to do it. But for those who think they can do this themselves take a look at this video and tell me what you think.
* SEO does not happen over night. Google uses one of the most intricate algorythms in the world to determine how to rank every single search performed on the Internet... and they do it better than anybody. For that reason Google wants to ensure that your site is relevant, has quality content, has a good amount of traffic, and has been there for a while. Nobody can create a page on Tuesday and have it on the first page of google Wednesday, if they do they are not using best practices.
*SEO takes constant monitoring and adjusting if you are to stay on top once you get there. While the work is not as intensive as the first few months, it is still necessary to update sites, blogs, social media sites, etc or else your site ranking will slowly return to where you started.
*While I can make some improvements to the do-it-yourself site your brother in law made you 8 years ago, it would be to your advantage in so many ways to get a new site.
*SEO is a long term strategy and should be treated as such. If you are expecting to re coop your money in the first 2 months SEO is not the strategy for you. Maybe try some adwords or display advertising.
*if you know everything there is to know about SEO today and "unplugged" for a few months, by June you would be a beginner again. Between the changes Google makes every day, and the big changes they make every few months strategies must constantly evolve. Companies who sign people up on a 12 month contract typically struggle with this - just an observation
*last but most important. If your consultant / rep / specialist / etc cannot show you some traffic estimates and an estimated conversion percentage / ROI report then yes you might as well purchase this waterfront property I have in Arizona.
It helps to step back and realize who my typical customer is. In my initial consults I have discovered that there are three types of business owners out there:
#1 the owner who understands very little about SEO
I would say the first and second type of business owner would account for 90 percent of small to medium-sized businesses. The decision maker understands little about the SEO process and may need to go through a little education before anything else can progress. Do a good job and these people will love you
#2 The owner who used an seo service and got burned
This one is tough. Sometimes being in a fringe industry has it's disadvantages too. With any and everybody saying they can do what I do it is important to differentiate myself and the company I work with but still at times it can be hard for an owner to trust another seo consultant when they have had a bad experience. The biggest benefit is my 90 day guarantee. If a company out there is not giving at least a 90 day window to access results and/or contracts are longer than 3 months be wary! Another important thing to do is to communicate with other business owners when one of these companies burns you. Chances are they will stay in that market until the word gets out. None of us likes the fly by night, hit or miss seo companies but for now they are here.
#3 The owner who understands the importance of SEO and just needs somebody to do it.
This can be great but typically I find myself in a bidding war against some start up company or one that doesn't do things in a "best practices" kind of way. If that be the case, I usually get a call about 90 days later anyway
Regardless of which type of owner I encounter or whether or not they work together I hope that by the end of our meeting they have a better understanding of how SEO works and what kind of company they want to work with.
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