Myth #6: SEO is a one-time event for a website

Reality
It's logical that a dynamically changing database of information (a search engine) requires recurring and systematic website optimization strategies and tactics.

SEO must be anchored with multi-disciplinary teams of interactive specialists who focus on website development, usability and search engine friendliness. In regard to SEO, we investigate how a search engine works to discover the requirements for acquiring natural search traffic. Our methodologies are described best in Google's Guidelines. Following the principles of this document and taking advantage of many years of compliance, we have modeled an SEO methodology utilizing both one-time and recurring modules to produce a list of SEO client observations of success over a 12-year period. These are the factors known to contribute to SEO success, and our team is constantly aware of this when serving client needs.

Usually, the first three-modules are one-time events: keyword research, diagnostic audit and diagnostic audit modifications. The remaining three modules are recurring by nature: website and competitive analysis, page editing and optimization and link building strategy implementation. The recurring components work in sync with the way search engines work. They come into play when creating new websites, dealing with competitive pressures, adding new or dynamic pages, changing content and ongoing link profiling.

Myth #7: SEO will take years to return results

Reality
A professional SEO process begins with a "needs assessment," documenting past, current and future activities related to natural search (SEO). When allowed to provide our process and methodology, complex websites have returned excellent natural search results within 30-90 days.

A critical path to quick wins is having proper measurement metrics in place. Benchmarking natural search status prior to SEO implementation is also important for setting up your SEM scorecard. Measuring lift is easily accomplished by measuring non-brand keyword traffic and/or revenue using web analytics and/or interactive marketing analytics.

The "SEO assessment and measurement process" is distributed to provide stakeholders with critical data about SEO expectations and ROI. Clearly, statements about SEO results and expectations have long been misunderstood or even abused within the search community, primarily due to a lack of professional guidelines and/or industry standards.

Companies seeking SEO services must look for SEM qualifications. SEO best practices are now available to mitigate abuses creating false expectations, and no one has to wait years to see results.

Bruemmer is a regular contributor on search for iMediaConnection.