No Rankings for You!

rankingsMy Dad is a doctor. Not just any doctor, but a surgeon. A good surgeon. Nevertheless, my siblings and I sometimes had the gall to advise our dad on health related matters. For example, trampolines were of the devil in my family, but we jumped on one every chance we got. Even when I badly twisted my ankle, proving their evil nature, I wouldn’t be convinced that I could hurt myself.

I remember once when my sister got scraped and my Dad attempted to clean the wound and cut off dead skin. My sister gave a hissy fit and wouldn’t let him touch her, in fear that it would hurt. I recall the look of frustration on my father’s face (which almost comes as a sense of accomplishment for a kid).

Every now and then (call it karma), I get the same treatment. I am specially trained and keep up-to-date on internet marketing and SEO. Still, people (the very same who come to me for advice) have a natural tendency to either disregard, or supersede my advice with their own knowledge. Or lack thereof. It would be comical if it didn’t get on my nerves.

Here are the top reasons we don’t do the SEO that we should (and why we should get over it):

1. The perfectionist. Websites become an art-form. That’s fine; nothing is wrong with your website being pretty. Just don’t get so involved in the esthetics of your site, that it gets in the way of making practical business changes. A good-looking site means absolutely nothing if it won’t be seen by anyone, or convert to leads or sales. Make sure that you have a clear, noticeable call-to-action. And no whining if it messes up the “fung shui” of the website.

2. But this guy said… Most of the time, two opinions will agree with each other and be based off of good principals. Sometimes not so much. Some SEOs have outdated information, as the industry changes rapidly and constantly. Someone who read a book five years ago isn’t going to be as capable as one who stays abreast of industry changes. Also to consider, the advice from an SEO expert may not make sense when taken out of context.

3. It’s not that important. A lot of SEO tactics may appear small or insignificant. After all, how much difference will it make to change a single word on just one page of a site? Honestly, it won’t make a big difference. However, once you start adding up all the small things, they speak louder.

4. It’s too hard! First of all, it’s probably not that hard. There have been situations where I thought something would take hours, and a coworker shows me how to perform the work in a mere five minutes. Some web changes will be unavoidably inconvenient though. It’s not fun having to rearrange the whole site structure. Especially when it only helps a little bit. Now think long term. The benefits will last for as long as you keep the site. It might hurt now, but the advantages will be  noticeable.

5. It’s too expensive! On occasion, I begin working on a brand-new, fresh, out-of-the-box website, and have to tell the proud owners that their site is practically unusable for SEO. Having spent considerable money on design, they have a difficult time spending additional funds to resolve blaring SEO problems. In these cases, remember that the money already spent is a sunk cost. Consider the benefit of fixing the problems, and receive a return on the costs, rather than cry over the spilled milk.

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2 Comments

  1. Lana says

    Great Article Scott – I particularly like number 5 :)

    I love having that conversation – (them) “What do you think to my new flash site” – (me) “I looks awesome” – (them) “what can we do to get to the top of Google” – (me) “Start again!”

    I will be subscribing to this feed – good work ;-)

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