SEO Is a Leap of Faith, Not a Commodity

Man taking a leap of faith.

In economics, the market treats a commodity (for example, coffee beans) exactly the same across the board, no matter who produced it. SEO, however, is not a commodity. And yes, choosing an SEO can be a leap of faith.

Cheap SEO vendors will say: “Every SEO only edits meta tags and gets links, so why pay more?” This implies that every SEO professional is the same. This could not be further from the truth.

There is no set of standards when it comes to the SEO industry. There are only experts who charge a premium for their skills, knowledge, and strategies and amateurs who charge low fees for ticking off items on an SEO checklist. A checklist exists as a guide to get you started — but that’s seldom all it takes.

Cheap SEO is a Near-Death Experience

We know where the latter choice gets us. I’ve explained in the past why cheap SEO is a near-death experience:

There’s a saying in the project management world: good, fast, cheap — pick two. You can usually get something that’s good and fast (like Chinese food delivered from UberEATS) or cheap and fast (a service on Fiverr). But good and cheap is harder to find.

Want good SEO, fast? Double up on your budget for more resources. Want cheap SEO, fast? That’s easy, but you get what you pay for. Want SEO that’s both good quality and cheap? Sorry, but that’s not an option. … Cheap SEO is a near-death experience. It’s an impending death of your website and your business. The way to avoid death is superior quality, and that comes at a price.

We all know that a high school basketball team cannot beat the Los Angeles Lakers. Experience, skill, and quality count for a lot, most notably the ability to win. I’ve written about that before on what it takes to be an expert SEO:

Do a search for “how to become a pro basketball player” and you’ll get endless advice. Stay in the game for many years, hone your skills by training, work hard, and understand the commitment you need to succeed. Being an SEO is no different.

To be in the top three out of millions of results for hundreds of keywords takes expert skill that an amateur just cannot provide. Simply editing meta tags and getting links will not get you there.

I’ve said many times before that experience makes a difference:

Experience is what sets agencies apart. It allows us to solve the toughest SEO problems out there for our clients when no other solutions exist in-house. And that’s what’s needed now more than ever.

Still, in many ways, engaging in SEO is a leap of faith. Even when an SEO vendor has proven expertise and demonstrable results, businesses have to take that leap of faith for a chance to succeed in the search results. They simply cannot say, “It’s not worth the risk.”

No Guarantees in SEO

Remember, in SEO, there are no guarantees:

SEO takes place in an environment where the search engines constantly change their rules and algorithms and where competitors continually adapt. It takes skill, effort and time to compete well. … What quality SEOs can guarantee is their best effort backed by years of experience and education. They can demonstrate achievement backed by a strong reputation, and show past results including references. Those results may include No. 1 rankings for their clients. But they cannot promise rankings. That is unethical.

To succeed, a business leader has to believe that the competitor at the top can be beaten and that to beat them, they will do whatever it takes because they are worthy as an expert in their industry.

So, are you an expert? Will you do what it takes? Are you better than the people ranking at the top? Do you see that expert skills matter when it comes to SEO, and pros usually crush amateurs? What’s it worth to you to get there?

My advice is to get into the game.

If your digital marketing could use an expert assist, here’s where you can contact us for a free consultation without delay.

FAQ: How does expertise impact the success of SEO efforts?

A profound understanding of SEO principles and algorithms is not merely a luxury but an absolute necessity. The algorithms that govern search engine rankings are ever-evolving, demanding a vigilant expert who can interpret these changes and adjust strategies accordingly. Without this expert guidance, businesses risk falling behind in the digital race.

Expertise is the compass that guides SEO efforts toward fruitful outcomes. An SEO expert possesses an in-depth comprehension of search engine algorithms, keyword research, and on-page and off-page optimization techniques. This multifaceted knowledge enables them to perform a comprehensive website audit, identifying areas for improvement that might elude a novice. Furthermore, an expert is attuned to the nuanced balance between user experience and technical optimization, ensuring that a website not only ranks well but also provides value to its visitors.

Staying ahead demands more than foundational SEO understanding in the ever-competitive digital realm. Expertise extends to staying informed about the latest trends and adapting strategies accordingly. With search engines favoring mobile-friendly and fast-loading websites, an expert knows the significance of responsive design and optimizing site speed. Such insights can significantly impact the bounce rate and user engagement, influencing search engine rankings.

Content lies at the heart of SEO, and expertise is the driving force behind crafting high-quality, relevant, and engaging content. An SEO expert comprehends the power of incorporating target keywords judiciously while maintaining natural and compelling prose. This delicate balance not only appeases search engine bots but also captivates human readers, amplifying the chances of shares and backlinks – essential elements for domain authority enhancement.

Link building, a crucial off-page optimization strategy, demands expert finesse. Knowing where and how to build authoritative backlinks can make or break an SEO campaign. An expert understands the significance of building a diverse and credible backlink profile, steering clear of black-hat tactics that could lead to penalties. Their network and experience enable them to secure high-value opportunities that might otherwise remain inaccessible.

Expertise is the linchpin of successful SEO endeavors. It transcends the superficial and dives deep into the intricacies that dictate search engine rankings. An SEO expert possesses the knowledge to navigate algorithmic shifts, create compelling content, optimize technical aspects, and build authoritative backlinks. As the digital landscape continues to evolve, placing your SEO strategies in the hands of an expert is a strategic investment that yields long-lasting and meaningful results.

Step-by-Step Procedure: How Expertise Drives SEO Success

  1. Master Search Engine Algorithms: Understand the ever-evolving algorithms determining search engine rankings.
  2. Comprehensive Keyword Research: Conduct thorough keyword research to identify high-value target keywords.
  3. Optimize On-Page Elements: Skillfully optimize meta tags, headers, and content for targeted keywords.
  4. Technical SEO Audit: Perform a comprehensive website audit to identify technical optimization opportunities.
  5. Responsive Design Implementation: Ensure your website is responsive and mobile-friendly.
  6. Prioritize Site Speed: Optimize loading times for improved user experience and search engine rankings.
  7. Craft Engaging Content: Create high-quality, valuable, and relevant content that resonates with your audience.
  8. Keyword Integration: Integrate target keywords naturally into your content for better optimization.
  9. User Experience Enhancement: Enhance user experience through intuitive navigation and engaging design.
  10. Stay Abreast of Trends: Continuously monitor and adapt to evolving SEO trends and best practices.
  11. Mobile Optimization: Optimize your website for mobile devices to capture a growing mobile audience.
  12. Natural Backlink Building: Focus on acquiring authoritative and relevant backlinks through ethical means.
  13. Avoid Black-Hat Techniques: Steer clear of spammy link-building tactics that could lead to penalties.
  14. Content Promotion: Strategically promote your content to encourage shares and backlinks.
  15. Network Building: Establish connections with influencers and websites for potential collaborations.
  16. Monitor Analytics: Regularly analyze website performance and adjust strategies based on data.
  17. Adapt to Algorithm Changes: Swiftly adapt your SEO strategies to algorithmic shifts.
  18. Local SEO Expertise: Understand the nuances of local SEO for location-based businesses.
  19. Consistent Efforts: Maintain a consistent SEO effort rather than seeking quick fixes.
  20. Continuous Learning: Stay updated with industry developments to refine your expertise continually.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.

Comments (33)
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33 Replies to “SEO Is a Leap of Faith, Not a Commodity”

SEO is more like taking a leap of faith than buying something off the shelf. It’s about trusting in strategies that may not have instant results, but over time, they can yield significant benefits for your online presence.

Finally some one has said it! SEO as field is greatly saturated with low quality services and old techniques that do not work or simply damage the reputation. While better experience SEO’s charge for their experience and client dont understand that.

I just like the helpful information you provide in your articles

SEO works but it takes a lot of time

SEO is the hardest thing now in 2022

In order to serve as a professional with inexperienced people in the SEO department, there are many different flexible prices in the price policy by confusing the customers.

SEO.. The most discussing topic nowadays.. It has gained its importance because of digitalization. Every company wants Google ranking for its business promotion. SEO though is a time consuming method but it surely reap fruits if you have a good website (according to Google standards.
That was a very informative content. Thanks for sharing YOUR knowledge with us Bruce..

Some people say that SEO is dead. IMO SEO will never die there will be tools with AI to help but it will be never 100% automated

The problem is that in Asia where we are at, SEO is not a well-understood technique so price becomes the centrepiece of the project becomes the price as clients don’t know enough to audit and cross-check many SEO agency claims.

Some people say that SEO is dead. Now I want to say them that SEO will never die.

I do not prefer to seo on new websites. If your website is 5 or 6 months old, you can use SEO. For that you need to fully optimize your website. You need SEO to rank in search engines. I think people can understand the importance of SEO.

I think all businesses are going to have a neternar war while all owners should focus their SEO war. Even so, owning one is still beyond the reach of the average person.

Yeely

Useful practical tips

Its really challenging to keep self updated with latest information, but blogs as such help us to cope up with the pace. Thanks!

SEO is not an easy process. Every website needs a high rank in SERP result so, it’s necessary to be optimized your website in the natural ways. I hope people can understand the importance of SEO.

Seo is the most important parameter in rank up your website but the people living in Asia can not understand their value and efforts. It is not an easy process and it takes much time.

With level of availability, we are really talking about the ability of casino to handle vast amounts of internet traffic and a number of players at the same time. Time is money, especially here and the casino must have suitable technical performances to enable fast response from the gaming servers to the players as well as to provide the service of quick downloads.

This type of post actually conveys your consulting experience in the SEO field, Mr. Bruce. It is not always the fault of vendors because many times even clients don’t know exactly what they want from SEO.

Well, I agree ! Your points are valid but in India we do not find SEO experts that can truly deliver and if we choose someone from a different country

SEO is at-times, the most cost effective, yet most ignored and ill-educated subject to marketing chiefs. In absence of their lack of education and knowledge about SEO and what it can do to their business, then tend to ignore it. The CMOs who are forward-looking and understand the value of training and empowerment of their own teams, include SEO as the most powerful digital strategy. CMOs will always be under the pressure to spend more on Paid Media for getting instant results, but If paid media is combined with sustained SEO stratgey, it adds MULRIPLIER effect.

I agree, No website can stand without a strong backbone. And that backbone is technical SEO!

Totally Agreed, I myself have came across multiple SEO’s just starting the mark of any project with Metas and directly junping on cheap link building exercises promised with short lived results or nothing but waste of time and resources

SEO is an approach that helps a website achieve its highest possible search engine ranking in response to users’ relevant queries, or whenever they type in a combination of words or key phrase. Since its main role is to put websites on top of search engine results, businesses that rely on SEO must identify multiple factors that affect their visibility in the search engine results pages (SERPs). These include quality contents, mobile responsiveness, site speed, site security, among plenty of other things.

I think all local business owners should focus on online and SEO in this period. Everyone is at home during this period, everyone is searching and shopping on the internet. Why not start optimizing your site from an SEO point of view? SEO is important…

I would not prefer SEO for a new website. If your website age is of more than 2 years then you can opt for SEO.
It is time-consuming but gives you good results.
Also, I am thinking that in a country like India or in Asia people not prefer SEO they think that it is waste of time.

Mike Weiner

Well said! TY!

Well said Bruce, I am totally agree with your points.

Well, I agree ! Your points are valid but in India we do not find SEO experts that can truly deliver and if we choose someone from a different country, they charge a lot. It is tough for a beginner like me. Hence, I have to manage my own SEO. Thanks

This type of post actually conveys your consulting experience in the SEO field, Mr. Bruce. It is not always the fault of vendors because many times even clients don’t know exactly what they want from SEO. “Can you rank my website on page 1 for 15 keywords in 3 months” is a common query that lands in my email inbox regularly. It is important to educate clients properly. SEO is not just about ranking. There is a whole lot of processes going on like technical aspects of your website, content quality, link profile, UX, keyword strategy, and many more. A brand needs to focus on particular areas of SEO where it needs improvement to get good results.

Well said Bruce. The problem is that in Asia where we are at, SEO is not a well-understood technique so price becomes the centrepiece of the project becomes the price as clients don’t know enough to audit and cross-check many SEO agency claims.

If only there were an international competency certification to weed out the low-ballers.

SEO is at-times, the most cost effective, yet most ignored and ill-educated subject to marketing chiefs. In absence of their lack of education and knowledge about SEO and what it can do to their business, then tend to ignore it. The CMOs who are forward-looking and understand the value of training and empowerment of their own teams, include SEO as the most powerful digital strategy. CMOs will always be under the pressure to spend more on Paid Media for getting instant results, but If paid media is combined with sustained SEO stratgey, it adds MULRIPLIER effect.

Closing thought: The vendor has to be a thought leader as well as a trained specialist doctor else CMOs can fall prey to small time Quacks doing SEO.

I’ve found that more often then none that the problem lies in business owners not understanding the value that good seo brings. They stand “marketers” promising things that they aren’t sure they can provide. There is a lesson in knowing the value of your knowledge and the every changing market we utilize in. You’ve been around for years whats the biggest objection you’ve seen?

Again another phenomenal article! I can’t express how many times I’ve heard from potential clients that they want the world at their feet without having to pay the price for it. I also to tire of self proclaimed experts and empty promises to be on the front page. This article makes me want to scream from the top of thr mountains “THE PRICE IS IN THE RESULTS!” Thanks for this

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