I’ve found a couple of issues from clients when working on SEO, and anyone that’s managed SEO for a number of clients can probably back me up that their clients think SEO is either:
- Super technical nonsense that they could never in a million years understand
- Super easy work that anyone could do and the only thing they don’t understand is what they’re paying you for.
Neither of these views is technically correct.
From a non-technical or non-marketing/analytical background, it may appear like some kind of black magic – what works and what doesn’t seems to change every year, and there’s a lot of acronyms and different disciplines to take into account.
The truth though, is that once you get past the initial learning curve, the value of your knowledge is primarily based on two factors: time and practice.
Time is Money
As mentioned previously, the world of SEO, much like the web itself, is constantly changing and evolving. Your time investment helps you stay on top of all the search engine algorithm changes. You can even spend time talking with other SEOs about best practices and reading blog posts. At the end of the day, your clients are paying you to do something that they either lack the knowledge to do themselves, or they do not have the time to manage themselves. Your expertise is what earns you the ‘big bucks’, as they say.
(SEO) Practice Makes Perfect
Learn from your mistakes. It might sound counter-intuitive to make mistakes, but we wouldn’t be able to walk upright if we didn’t learn when we fell over. What I’m saying is that not everything you apply to a website will work; sometimes it will fail miserably. This is what A/B testing is for. Just make notes and move on.
Learn from your successes. Look at what has worked in the past and keep moving in the same direction. Just remember to keep your eye on the ever-blurring line between white-grey-black hat SEO practices.
SEO isn’t rocket science. It’s really just common sense. It’s not the easiest thing in the world, but its not hard either.