There’s been a lot of talk over the years about how to get the most from SEO. Should business owners invest in short or long-term SEO strategies? Which tactics are most impactful? How can they stay ahead of Google’s ever-changing algorithm?

There’s so much information available that people don’t know who to trust. And the truth is, the majority of this hearsay stems from self-claimed “SEO experts”. If you ask tried-and-tested experts with over 20 years of experience if you should “set and forget” your SEO, they’ll try not to laugh.

SEO… What’s The Big Deal?

Given the widespread popularity of search engines not only in the United States, but around the world, the almost-limitless opportunities are without question. With that said, if people are searching trivial questions, such as “how to tie a tie”, certainly they’re researching information that directly leads to new business.

Can you imagine telling someone 25 years ago that people will be able to ask their phone a question and receive dozens of relevant answers — each linkable to a professional business? It would sound like science fiction. Today, it’s normal.

The catch?

There’s only so many spaces in the SERPs (Search Engine Results Pages), leading to a lot of competition. After all, SEO is how many companies grow, so they’ll invest what they have to fight for the top spot for their desired search terms.

How Google Works…

The search results you see don’t appear randomly. They’re a result of a highly complex algorithm that determines which links are the most “relevant” and, therefore, helpful. As mentioned, select real estate on the SERPs is considered lucrative and in high demand for many businesses, creating major incentive to get their websites there by any means possible. This means circumventing the algorithm via black hat methods, content theft – whatever works.

As a result, Google’s algorithm has evolved over the years, with individual algorithm updates that address each “shortcut”. Bottom line, websites are advised to adhere to the rules or face serious penalties, which can lead to plummeting search rankings and website traffic.

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Why SEO is a Long-Term Strategy

When it comes right down to it, any consistent source of reliable website traffic will inevitably yield large hordes of competition. So why is long-term SEO so important?

This is because SEO is a marathon, rather than a sprint. As mentioned, black hat SEOs are always looking for shortcuts to circumvent the system, forcing Google to create algorithm updates to combat them. It creates a never-ending cat and mouse game.

But that’s not the only reason.

The truth is, every market is competitive in its own right. And if you’re content with a stagnant “set it and forget it” mentality, guess what — your competitors won’t be. So while your SEO rankings are collecting dust, your competitors are building new links, creating new content and optimizing their website in accordance with the latest algorithm updates.

Ask yourself… if investing in SEO is so important to your business, why would you settle for a “set it and forget it” approach? What’s next? A nice email from a Nigerian prince? Unfortunately, some things are just too good to be true.

Many Businesses Don’t Have The Time

We don’t have to tell you how stressful and time-consuming running a business can be. With that, handling your own long-term SEO can easily put you over the edge. There are only so many hours in a day, after all.

We now know that SEO is a long-term strategy. So rather than stretching yourself too thin, only to do a mediocre job with your SEO, why not partner with a decorated agency with a proven track record? This enables business owners to dedicate all their time towards running their business efficiently without sacrificing much-needed promotional efforts. SEO is an investment several businesses have and continue to make. 

Finding The Path to Success

If you’re ready to take the next step, we are too! Active Web Group has been helping businesses just like yours rank on even the most competitive search terms for over 20 years. There’s no project too big or small for us to handle, so if you’re ready to let a top Digital Marketing Agency handle your SEO, contact us or give us a call at 800-978-3417.