Tweet Small businesses are often hard-pressed for time and money. As I read various small business blogs, it’s clear to me that there’s a growing interest in search marketing and understanding the benefits of SEO. But there’s still a divide in whether or not it works. Mostly because working to ingrain SEO best practices in a company can take several months, and can involve a lengthy period of diminishing returns. To make things worse, clients and colleagues often expect a consistent improvement. This is that really tough experience that many, many SEO firms go through where, essentially, you’re putting a lot of effort into improving rankings, improving content, improving keyword targeting, earning those links and mentions and social signals, user and usage data things, all the things that are going to help you perform on search engines, but you’re not seeing results. It happens because, a lot of the time, Google has got many, many triggers in their ranking systems to check whether effort is worthy enough, or signals are organic and ongoing enough, to earn the site continued rankings, or whether there should be some sort of consideration and then evaluation and delay between when the effort is put in and things are improved and when results actually happen. This is insidiously frustrating for lots of folks who want SEO results NOW. A small business owner who has been around for a while is often especially unhappy with the migration to online marketing. The rules used to be simple. You set up shop, bought your yellow pages ad, and then had a modest budget for other media outlets...
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