Search Engine Optimisation – Marathon or Sprint?

June 28, 2012 by  Filed under: SEO 

Some of the companies that call you up on the phone imply that they can get you shooting onto the first page of the search results at the drop of a hat. If your target market is absolutely tiny then they are probably right – in reality, all you’d probably need to do is add a post to your site’s blog and in no time at all the page would show up on the front page. Of course, what they neglect to tell you is that the only people in the whole wide world who are searching for that particular phrase are you and the salesman who rang you. But, hey, you’re on the front page of Google. Albeit with no visitors to your site.

Another way to reach the front page of Google is for a major event to happen. Thousands of people blog about your site and it reaches the top of the results. Then tomorrow your 15 minutes of fame has passed and your site is once again relegated to the back of beyond.

So you can get to the top of Google fast but chances are exceptionally high that you’ll be a shooting star and will disappear just as fast as you rose up the results.

If you are on the web for the long term then you need to treat your search engine optimisation program as much more of a marathon than a sprint.

You need to be doing something towards helping your site to rank most days or weeks.

If you employ a search engine optimisation company then you need to check with them occasionally to find out what they’re doing on your behalf. If they send you a monthly report of links created (not all do – it’s by no means an essential part of the service and can be time consuming to compile) then make sure that you actually look at the report. Then spot check the links to make sure that they’re of the quality that was promised when you first shook hands with the company.

Another way to check that your SEO is working is via your stats or analytics program. This will show you visitors to your website over time and the trend should be steadily upwards, taking into account any seasonality in your business.

So, back to the marathon analogy. Slow but steady really does help.

Google is thought to take account of something called “link velocity”. This is the speed at which it finds backlinks pointing to your site. As mentioned earlier, you can see this happening with any major news event – all other possible connotations of the search term take a back seat for a few days.

If you acquire thousands of new backlinks overnight and then they stop appearing, you’ll be treated either as a news story or maybe a spammer.

A more normal pattern of links is for a new site to get lots of links to start with. After all, it’s your new baby and you’re excited about the site. Then things tail off as real life takes over again. So you’re onto drip feed mode, getting a few links every now and then when you remember. Then, once you realise that this is actually important you hopefully make it part of your company’s routine to actively seek out new links on a regular basis. This marathon approach to search engine optimisation is far and away the best you can take.

For more help with your search engine optimisation contact these Cheltenham SEO experts.

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