How is SEO like a Stock Portfolio?
Over the past few years, I have heard a variety of opinions about Search Engine Optimization, and the staff required to keep a site properly optimized. Obviously, a major internet retailer will have SEO pros on staff. But you would be surprised at the number of companies that rely on ecommerce as a substantial part of their marketing mix that don’t have search professionals on staff.
Some feel that once “set up”, SEO is a function that needs only to be tweaked to keep it properly running. They engage a consultant, and say that once the basic structure is established, it is not a discipline that requires a team, or even a full time employee, to keep the site on the first page of Google.
Others feel that SEO is an ongoing challenge that never “ends”. They say that you cannot look at it as a function that will remain “on course” without constant attention.
The analogy that came to mind was my stock portfolio. Initially, I had to make decisions about the mix of investments. I consulted with experts, and we established a portfolio that provided a mix of risk and return that I was comfortable with. But almost immediately, the portfolio loses balance, as some investments grow and others shrink. It takes care and ongoing attention to maintain optimal results. In my opinion, it’s the same with SEO. If you choose to set up a SEO program and allow it to run itself, you may find that while you are still receiving new visitors to your site(s), you may not realize how many additional visitors you may have had if you had provided the necessary resources to achieve ideal optimization. Good search optimization professionals bring your organization many times the cost of their own salary in terms of the visitors and ensuing revenues they generate.
In Uncategorized