About fifteen years ago, I was on a white water rafting trip with a group of friends. We were heading out to the rapids when a sign posted on one of the rafts really caught my attention: “YOU MUST BE AN ACTIVE PARTICIPANT IN YOUR OWN SURVIVAL.” I paused, laughed at what I had just read, and then continued on with what I was doing.
A few moments later, our guide explained to us that, if you happen to fall overboard, you should try as hard as you can to help yourself, rather than just wait for someone else to swim over to rescue you. When help arrives, you and the rescuers must work together in order to get you quickly and safely back to your raft. Sounds pretty obvious, right? But I guess, in the moment, sometimes even the most obvious logic tends to be lost or overlooked.
Luckily, that day, we didn’t have to put that advice into action, but, the phrase written on the raft continued to resonate in my head. I began to think, “I’ll bet I’d be surprised at how this phrase, which I had originally chuckled at, could actually apply to so many other circumstances outside of rafting.”
Well, my assumption was accurate. Throughout the past 15 years, it’s amazing how many times that particular phrase has come up in my thoughts and conversations.
So, here I am, all these years later, working in the land of SEO, and, once again, I can see a direct parallel. I’ve learned that, in order for an SEO strategy to survive, there must be an ongoing collaborative effort between a client and SEO company, both committed to work together toward achieving specific SEO goals.
- It’s very important for a client to provide the necessary tools and information needed for the SEO company to, in turn, develop a program that is custom to the specific short-term and long-term SEO goals of the business. It is this team effort that will provide a solid beginning to an ongoing journey in SEO.
- It’s no secret that search engines love fresh information, whether in the form of blogs, news articles, social media updates, etc. In order to remain current in these areas, there must be continuing correspondences between the client and SEO company to discuss ideas for fresh information that can be applied to some, or all of these platforms.
- Understand that SEO is not a “one and done” project. Because search engine rules are always changing, your site could quickly become dated and your rankings could drop significantly in a very short period of time. This is why an ongoing SEO program is so crucial to your success. Your SEO company will keep you informed on the latest SEO information and will advise you on how your efforts should be adjusted in order to conform to such a moving target.
So, to our SEO clients, I would like to extend this advice to you, when it comes to your SEO strategy, you must be an active participant in your own survival. Yes, your SEO company will do a significant part of the legwork by analyzing your specific goals and helping you with an overall plan that is best for your business. But, you have to remember that SEO is a joint effort and you, too, will have a very important role in your overall success.
So, please listen carefully to what your SEO company is requesting and do your best to respond in a timely manner. Doing so will give you the best chances in remaining afloat in the competitive and dynamic environment of search engine optimization.
Bon voyage …