One of the more common questions we get from clients is how-to, specifically, rank well in search engines. Even as we see the industry mature these past few years, marketing online still seems rooted in the offline marketing paradigm, at least in many business owner's minds. Of course, if there was a blueprint on impressions, ranking, etc., companies would mainly outspend each other for that first page ranking or social posting. However, the decentralized and open nature of the internet requires a different way of thinking.
It feels cliche, 20 years on, to say the Internet changed us all. Certainly, we take so much of it for granted because, for those of us affluent enough, it's always available. And within the search industry, engines work tirelessly to control the purity of their indexes. After all, without an audience, a search engine fails. So the most accurate results to your search an engine can deliver, the more eyeballs it gathers, the more indispensable it becomes, and the more money it makes.
After so many years in the web marketing industry, if there is anything consistent between all the companies I've worked for, it's the need to see resultsnow. Understandably, this comes out of a short-term gain mentality that is indicative of the quarterly-earnings report approach. For any size company, making money and paying the bills are the biggest stressor and so focusing on the short term seems reasonable. For success with regard to search engines and organic traffic, this approach can end up showing short-term gains but put your company at long-term risk.