It is a very sad fact of life and an unfortunate fact of search engine optimisation that techniques which reap large benefits for a while do not necessarily continue to do so for very long. The constant evolution of the sphere of search means that it is often only a matter of time before a technique forfeits its effectiveness. Moreover, a new technique which produces positive results is likely not to remain the preserve of a single SEO agency for long. Once other SEO consultants are utilising the tactic in their campaigns the tactic no longer gives a site a unique competitive edge.
At SearchEngineOptimisation.co.uk we are conscious of the fact that success is rarely permanent. This means that the efforts that are made on behalf of a specific site have to be based squarely around several core principles. The following list may be of some educative value (although the complexity of the ‘search world’ means that it is advisable to use specialist SEO services in addition to improving your own knowledge):
• A campaign should be based on the unique features of the specific site. This gives the techniques the best chance of working while they still have the potential to deliver really positive outcomes.
• The tactics should be thought through in detail prior to implementation. There is a lot to lose if planning has not been performed with the necessary attention. If the wrong techniques have been chosen, or if they have not been plotted with sufficient care, the campaign can get off to a poor start. If this is the case, then changes in the external context could mean that the poor start defines the rest of the campaign.
• Any campaign which has aspirations towards success must have flexibility integrated into it at the planning stage. In other words, adhering too rigidly to pre-defined plans can prove disastrous. The evolution of technology, the activities of competitors and the changing algorithms of the major search engines means that a flexible approach is the only way of maintaining success.
• The site may be affected by issues which demand significant amounts of intervention. Maintenance is always an important part of search engine optimisation. It is vital to check content and to moderate user-generated content with particular care. Avoiding the issue of duplicate content is another imperative. Duplicate content can end up on a site without intentionally manipulative activity on the behalf of a site owner. Performing maintenance can lessen the likelihood of success with the search engines being a flash in the pan.
• One way in which a successful campaign can be driven off the rails is by poor handling of complaints or an over-hasty response to negative or mixed reviews. It is vital to have established procedures for all kinds of eventualities and experts in the field are often the best bet of getting ahead in this awkward area. As they are more impartial about the services that you provide they have a better chance of getting things right when it comes to those vital judgement calls.
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Posted by Richard.
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