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Effective SEO is an Investment in Time

By Erin Sparks
October 23, 2012

Most Search Engine Optimization (SEO) practitioners will tell you that quality content is the foundation of a good SEO campaign.   Good content is the beginning of being found in search engine results, but actually getting that content seen by your target audience takes a great deal of hard work and patience.

Quality content is an investment in your internet marketing campaign.  It’s similar to investing in a home rather than renting an apartment.   Renting is easier, it doesn’t require the same level of upkeep and commitment, however renting doesn’t represent a long term investment in your long term financial portfolio.  Manipulating search engine results by spamming or other black hat techniques is a rental, it may be a quick fix, but it certainly isn’t an investment in the long term success of your brand.

Gauging the value of content

Ultimately a product’s worth is limited to the investment people are willing to make to purchase that item.   If you’re selling a home, you’ll find yourself upside down if someone is offering you less than what you owe on the home.  Quality content is an investment in a reader’s time.  It’s possible that you’ve written the most earthshattering and interesting content ever produced- if your readers can’t find what you’ve written, it’s worthless.

Social Bookmarking is one of many ways to get your content in the hands of potential investors.  Utilizing social bookmarking sites such as Google +, Twitter, Pinterest, requires a great deal of patience and evaluation.   It takes time to build a following and understand exactly what is interesting to potential viewers of your material. Often it’s fortuitous timing that produces successful results in social media endeavors.  Content alone is not SEO, it’s only the starting point of a good campaign.  Good SEO is investing a great deal of time and patience in order to receive the investment of someone else’s time.

Adapting to a changing landscape

Interesting content may be a constant in SEO, however the channels utilized to deliver that content is a moving target.  People’s taste changes quickly.  What was interesting yesterday is not even on the radar today.  How has your method of content delivery changed even within the last year?  Patience doesn’t represent the lack of activity in an SEO campaign; it simply involves waiting to see how things play out over the course of time.  There’s a lot to consider while you’re waiting…

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