Why is SEO a Long-term Strategy and Is it Worth the Investment?

 

 Why is SEO a Long-Term Strategy?

 

 

This piece will be divided into three main reasons why SEO is a long-term strategy: constantly changing market, new competitors, and google/search engine updates.  This piece concludes with client data showing why the investment in SEO is worth it. 

3 Reason’s SEO is Long term

A Constantly Changing Consumer Market

As discussed in this Forbes Article, the MP3 is a great example of this.   Few people remember the release of one of the first MP3s the Rio PMP 300 player from Diamond Multimedia.  Apple didn’t join the iPod market until 2001 but when it did, they were consistently impacting the evolving SEO market.

Apple started their 2001 debut with the headline “1,000 songs in your pocket” and continued to evolve from there as the MP3 Market became more competitive.  When it became not only storage that was important, Apple started to focus its marketing efforts on the wide variety of colors it offered (to beat out its competitors like Zen).   Then there was size, picture ability, videos etc..

No matter what market you’re in, the way consumers search for your products or services will change over time.

Different Competition

While consumer search behavior is ever changing, the competitive landscape that companies face is also everchanging.  As these competitors create more content online your company must produce content that will better answer searchers queries.  Every time a new content piece is released by a competitor, they may start to out rank you, draw in more traffic, ect.  This is why you’ll hear people say “content is king.” 

Search Engine Rules       

Google and other search engines are updating their algorithms constantly to ensure people are not gaming the system and to produce the best search results for consumers.  Google and other search engines goal is to help users find what they’re looking for in as few clicks as possible.  This means they need to find places for improvement and innovation.  Companies must keep up with current trends to ensure they get the best rankings possible. 

Moz gives SEO’s a running tally of all the updates Google puts into effect: https://moz.com/google-algorithm-change

So YOY what are the results like when you invest in SEO?

Within the eCommerce Space:

Client above JBL results:

  • Cart abandonment Rate down 87%
  • Conversion rate up 200%

Client below PGA Tour Superstore, Results:

 

  • 19% increase in SEO traffic year over year
  • Transaction increased to 45,000 a 32.9% improvement.
  • Total SEO revenue was 7.7 million.

Within the B2C space:

Client Bug Master, Results:

  • Revenue from organic sources increased by over 22% year over year
  • Form Fills increased 80.31% year over year from October 2018 through June 2019
  • Phone Calls increased 19.81% year over year October 2018 through June 26th 2019

More Examples here: CASE STUDIES

 

 

8 Tips to Improve SEO:

1. Improve technical SEO

2. Improve Page Speed and Experience

3. Develop a Keyword Strategy

4. Develop Keyword Focused Content

5. Create Quality Content that Answers User Queries.

6.Employ Internal Linking for Target Keywords

7. Build External Backlinks

8. Always Test and Look for Improvements.

Want Deeper Insight into your SEO Strategy?

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Link Building a Longterm Strategy

How Link-Building is Crucial to Jump-Starting New Websites

Backlinks are a vital part of how the Google algorithm determines your rankings.
These links send signals that help search engines determine how trustworthy your content is and what keywords are associated with said content. The quality of these links matters getting a large amount of low-quality foreign links is not going to help your site. Because your website is brand new, it has no “Domain Authority.” Domain Authority is how trustworthy Google views your site and is a metric developed by the SEO company Moz.  It is important to note that this is a process and takes time.

How does your site rank?
Moz offers a free tool: https://moz.com/domain-analysis
Below is an example of a link-building campaign to improve Domain Authority.

The Challenge:
A top software company came to Apogee Results five years ago with a brand-new site
that had no referring domains and a domain rank of 0 (due to it being new!). Our goal
was to build high quality links that would set the foundation for future long-term success.

Objective:
Increase Domain Rank year over year and send the right keyword signals to Google.

Strategy:
The SEO team had quite the task- create quality links monthly to increase Domain
Authority over time. To accomplish this goal, the Apogee team used it’s internal process of deep keyword research to build strategy, and writing high quality content that is published around the web on high quality sites. Building intentional links helped assist with Domain Authority leading to increased rankings for keywords, increased traffic, and more conversions. Below you can see the referring domains built over time:

 

 

As you can see below, the domain rank with consistent Link-building efforts does take time to go up. It takes time for Google to recognize and value these links, and it can go up and down over a period of time before it takes off:

SEO is notorious for taking a long time (this one year case study is a prime example), but the results are undeniable, long term linkbuilding will increase Domain Authority significantly.

What about traffic? It is great to have Google rank you site higher from a Domain
Authority standpoint, but does that really bring in more traffic & potential customers?

The data says YES! See the traffic numbers over time:

Want Deeper Insight into your Backlink Profile?

Fill out the form below to request a complementary evaluation of your digital marketing today.

Request Your Evaluation