Let me share with you a unique way of looking at SEO.
A way that looks at SEO from a slightly different angle.
So, you’re aware that SEO is all about making improvements, right?
When you look at SEO at its core, its agenda is simply to improve upon your current status.
Now, if SEO is this simple, why is SEO so hard, sometimes?
Well, here’s the thing about optimisation…
Yes, SEO is all about improving upon a current status.
However, the current status is not linear. It fluctuates. Often.
Just like your rankings can and will fluctuate, your overall SEO status can and will fluctuate, depending on many, many factors.
A lot of the time, it’s a combination of factors that eventually sees your rankings change – for the worse.
At the point where your rankings change, it’s not the rankings that need to be worked on, it’s the things, the factors that led to your rankings worsening, that needs to be improved.
So, yes, whilst SEO is all about improvement, the issue with improvement, the issue with your SEO is that its current state changes. Often.
This leads SEOs, SEOing, i.e. making improvement, from a deficit.
This deficit is usually not considered. The factors that led to the deficit are usually not considered.
What ends up being considered is that rankings have dropped, and improvement needs to be made.
This is the way it usually goes, isn’t it?
There are businesses that don’t even consider SEO until they have spotted a problem.
For many businesses, a problem with SEO begins with a drop in rankings.
There are SEOs around the world that know that this is far from true.
But yet, most businesses look at the bottom line and don’t see anything earlier than rankings.
It’s a shame because this makes SEO more difficult than it needs to be.
This makes SEO a hell of a lot more challenging.
This makes SEO less easy!
I propose to you that to make progress with your SEO, to realise improvements, you simply have to stop making SEO less easy.
Here’s the reality of SEO.
SEOs are always SEOing. Constantly.
The reason you may not see the ROI you may be looking for is that SEOs end up spending their time continuously battling from a deficit.
We spend our time firefighting.
Your website’s visibility in the SERPs is delicate and vulnerable.
It’s delicate because it can and is affected by every and anything done to and/or for your website.
It’s vulnerable because any and everyone, that has a touchpoint with your site, has the ability to impact its visibility – to worsen it.
And it should be no surprise to you that those that have the ability to worsen your site’s visibility are non-SEOs – that have a touchpoint with your website.
Every decision that’s made to and for your website will have an impact on its search visibility.
Yet, SEOs are only engaged with after the fact – when your search visibility has been impacted – negatively.
Well, at this point, the damage has already been done.
Whilst the goal of SEO is to make improvement, your SEO will be seeking to make improvement from a worsened position.
Plus, they’ll be seeking to not let things get any worse.
Whilst you may be seeking an improved bottom line, the reality is you first have to prevent the bottom line from going into (or further into) the negative.
Optimisation is continuous. It’s always happening.
If you’re not seeing the results of it, in the bottom line, it’s very likely because SEOs are still addressing a blockage or two preventing the bottom line from improving.
I can tell you, without a shadow of a doubt, the biggest blockage that impacts your bottom line is a lack of awareness of SEO.
A lack of awareness of SEO is what’s making your SEO less easily.
Let me explain why…
SEOs know SEO. We’re aware of what impacts your SEO.
We’re not going to mess up the site because we’re aware of what will impact your site’s visibility in the SERPs.
Non-SEOs, on the other hand, tend not to know.
They tend not to know, unless a conscious effort is in place to spread the awareness of SEO to non-SEOs.
And by non-SEOs, I’m referring to any and everyone that have a touchpoint with your website.
Their actions on the site, for the site, will impact the site’s SERP visibility.
This creates a deficit in your SEO performance.
SEO then have to make improvement – from this deficit.
The lack of awareness of SEO for non-SEOs leaves your SEO open to being compromised.
When you can make improvements from a status that’s stable, then you’ll really be making progress with your SEO.
How do you influence stability in your SEO?
You ensure you spread the awareness of SEO to non-SEOs.
You promote SEO awareness throughout your business. You do this consistently.
This will allow improvements to flow, easily, rather than less-easy.
I challenge you, have a look at any business that has good, consistent SEO.
I can guaran-damn-tee you that they focus on their SEO awareness across their business.
This is often what separates businesses that win at SEO from those that consistently struggle with it.
They simply remove SEO blockages that prevent traffic from flowing.
And they do this by promoting SEO awareness to non-SEOs.
This is the key. This is the solution. This is the difference-maker.