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Understanding & Explaining A Realistic SEO Timeline

For site owners or marketing managers, it’s often difficult to understand why your rankings or conversion rates are not improving — are perhaps even declining — after implementing huge site changes at the advice of your SEO practitioner. If you’re the SEO in that situation, you might have a tough time explaining exactly why you can’t just “SEO it faster.”

Now, it could be that your strategy isn’t working; however, it’s more likely that there is simply a disconnect between the SEO practitioner and the rest of the team about the nature of a “realistic SEO timeline.” How do we solve the information gap?

Here are some ideas that are great for starting the discussion:

SEO Is Site Fitness

SEO is about fixing current problems as much as it is about preventative measures and continual improvement. Once your “treatment” of short-term SEO tasks is done, your site should never stop practicing SEO.

Perhaps a better analogy would be to say that SEO works similarly to a fitness routine. If you start skipping your routine — or stop doing it all together — you’re not going to achieve or maintain optimal results.

SEO Is Complex And Requires Long-Term Thinking

It’s important to understand that there are many variables going on with your SEO. The consultant or in-house SEO is working with all the SEO, design, code, etc., decisions made in the long past, the recent past, the present, and the future. That’s why it is incredibly important to start out an SEO relationship with an audit of the site. This is going to uncover those problems that wouldn’t normally show up on your radar screen and expose the damage that they may be doing to your site.

SEO Requires A Team Effort

With larger clients, we’re often looking at tens of thousands (or hundreds of thousands, or millions) of website pages and large, sometimes geographically distributed, teams to work with. There’s also the bureaucracy of getting changes approved and enacted. A lot of the time can be spent waiting in the wings on obtaining approval, deciding on preferred courses of action, or simply getting SEO work into the site development queue.

Timing Is Often A Game Of Chance

An effective SEO tactic used to be putting up 50 new blog content pieces and promoting the heck out of them in hopes that a small number would be seen by a lot of people, and perhaps earn social shares and link authority for the site.

The thing is, virality is incredibly hard to predict, even by the experts. It is often about placing content in the right place at the right time; however, that right moment can happen at any moment.

June 06, 2016