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Yes, SEO is an Investment

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Too many businesses large and small look at search engine optimization as a nuisance and an expense, since when is promoting your business online a nuisance and expense? Search engine optimization and marketing should be viewed as an investment. When you approach you are online marketing from just a rankings stand point it can be quite difficult to see the value in search engine marketing.
SEO is not just a technical approach to get you on the first page of Google for a certain keyword phrase. If your business approaches it from that angle you might never see the importance of search engine optimization. Proactively marketing yourself online creates little pieces of dust floating around online connecting directly to your brand or business. If you connect all those little pieces of dust they all funnel down to your website creating many little pathways to your website, the bigger the network of dust the more opportunity for really becoming visible online in front of your target audience.
This network takes time to build but once it is built a website can see a nice steady stream of traffic, qualified traffic if done correctly. This approach should not be viewed as just something technical to manipulate search results but rather a long term marketing plan and goal with rankings occurring as a byproduct but not the only byproduct. SEO is an effort that takes time to really ramp up and work correctly. This is why it is important to realize that it is an investment.
Building up a website online is no different than building up a brand or offline business. This process is where the investment is very important. The investment comes in many different shapes and sizes which also brings many different types of rewards. The rewards are not just search rankings which many think is the way to gauge if your online marketing campaign is really working.
Rewards come in stories being written on your business from different bloggers or potential customers reaching out to you on the various social networks. Numbers dont lie so it will be important to view your analytics information. Do you all of a sudden see a surge in websites sending you traffic? This did not happen by accident. This is a direct result of your online SEO efforts. Over time the traffic and rankings increase. This is why it is very important to realize that search engine optimization is a long term approach that truly requires patience and the ability to think outside the box.

Posted 14 November 2010 - 12:38 PM

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