This is part two in a series of posts that we hope will help our readers better understand search engine optimization (SEO), by first understanding what it’s NOT.
As I mentioned in part one of this series, when it comes to search engine optimization (SEO), unfortunately there’s no such thing as a #1 ranking guarantee. That misconception is largely propagated by sneaky marketers trying to sell their services to uninformed buyers. So, we can blame them for that one.
Another related fallacy, which is the subject of this post, is that top search engine rankings can be achieved quickly. But I think you know what I’m going to say here – SEO is not a quick fix. We can all take a little responsibility for this misunderstanding.
SEO is not a quick fix. I’m speaking in general terms here, of course. Some might argue that in some cases search top engine rankings can be achieved quickly. That may be true, but the catch is that not all search terms are equal. We’re not talking about getting ranked for some obscure search term here. What good would that do you? We’re talking about being ranked for valuable, high-volume search terms – the kind that will actually generate more business for your website. Top ranking for those terms are seldom easily or quickly achieved.
Other exceptions to this rule include:
- Non-competitive markets: if you’re among the first in your industry to have a website, and there’s relatively little competition, then you’re in great shape. You can probably achieve top rankings for your target search terms relatively quickly, and with only basic understanding of search engine optimization practices.
- Using black hat SEO tactics: sometimes there are ways to get ranked quickly by exploiting loopholes in the search engines ranking algorithms. But these quick rankings are often short lived. And worse – if you don’t play by the rules, the search engines could place you in a lower position than when you started, or even blacklist your site altogether!
We might be able to point the finger at deceitful SEO service providers for planting this seed of misunderstanding, regarding whether SEO is a quick fix, but our fast food / immediate gratification / gimme now culture is already inclined to believe that almost anything can be done quickly. In other words it doesn’t take disingenuous marketing to make people believe that SEO can be a quick fix – people tend to think that anyway.
So it’s worth understanding that search engine optimization can be an effort that – depending on your target market – can take months or even years to achieve top rankings. But the beauty of SEO is that maintaining those top rankings takes considerably less effort ongoing.
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