There is No “One Size Fits All” SEO Program

For most companies, SEO is a once-a-year headache. It’s expensive and time consuming to pay for an expert to manage your website’s visibility in search engines. Now there are more options than ever before—and plenty of uncertainty about which will work best for you. Here’s how to find the right program without wasting months or years with trial and error.,

There are no “secrets” to success in SEO. We SEO experts don’t have a secret technique that will rocket your website to the top of the SERPs if you only give us enough money to tell you about it. From one website to the next, the fundamental foundation of a solid SEO campaign will be pretty similar; keyword research, onsite optimization, link building, content marketing, and social media marketing are all vital for almost any website. However, since each website, company, and sector is unique, there is no “one size fits all” SEO campaign. Your website has distinct SEO assets, various online marketing objectives, and it’s aimed at a somewhat different audience with different values than even your most direct competition. All of these elements, as well as others, indicate that your SEO strategy will be distinct from that of any other website on the internet. Looking for a “one-size-fits-all” SEO solution will not help you find/create an SEO strategy that is tailored to your website and will make your online business stand out.

These are three of the most typical queries I hear from potential SEO customers, all of which indicate that the site owners are searching for a “one-size-fits-all” SEO solution. My response to these three questions, as well as others like them, is that it depends.

Is there such a thing as too much content?

There is no such thing as the “correct” quantity of content; it’s whatever your business need to connect with your target audience, establish industry authority, attract connections and social signals, and more. When it comes to content marketing, I believe that quality is much more essential than quantity. Three fluff blog entries a day aren’t going to help your SEO campaign any more than two well-researched and well-written pieces every week. Yes, the freshness of your material is taken into account by the search algorithm, but what use is new content if it is dull and uninteresting? “Having filler material, even if it’s simply fast comments on a selected and relevant piece, may help keep readers delighted,” Internet marketing expert Jordan Kasteler remarked in an interview I gave a few months ago. Filler material is simply that: filler postings in between your high-quality content, so don’t depend on curated content to carry the load! Content, in my view, is what will take your SEO campaign to the next level, but how much you need depends entirely on you and what your audience expects.

How many links will it take to reach the top of the search engine results pages (SERPs)?

I would have retired a long time ago if I had known the solution! I wish I could tell potential customers that to rank first in Google, they just need 3,482 links. But consider this: what if you and your top two rivals both have 3,482 links? Three separate businesses can’t all be number one at the same time, indicating that there’s more to ranking high in the SERPs than merely having the most inbound links. Traditional link building, on the other hand, is still a cornerstone of any successful SEO approach, and it’s mostly manual, time-consuming, and ongoing. My recommendation to site owners who are short on time or patience has always been to seek for at least one new quality back link every day — it will keep things moving ahead, and the appropriate type of connections may create activity and beget additional links without having to work too hard for them.

How much of my traffic should come from organic search results?

A number of my full-service SEO clients are well-known brands, and branded keywords account for a significant portion of their organic search traffic. This isn’t to say that their SEO isn’t effective; it simply means that their other types of promotion are effective at getting people to think about and search for their brand by name. Obviously, if you engage in SEO, you want to see the proportion of traffic from organic search increase over time, but I would advise you to not put all your eggs in one basket. What if there’s an algorithm upgrade in the works, and your website is caught in the crossfire? Will you be able to survive if 80% of your traffic disappears overnight? Organic traffic, direct traffic, and traffic from referral sites should all be balanced, in my view, since it makes your site less subject to drastic swings.

No, there are no SEO secrets (and any SEO agency that claims to know something the rest of us don’t is selling something! ), but it doesn’t imply that any old SEO program will work for your site. Even if something worked well for the competitors, there’s no assurance that it would work for you. As irritating as it is to hear, anytime a potential SEO customer asks me questions like the ones above, I have to begin my answer with, “Well, that depends on a few variables…” Make the most of SEO and create a program that will aid in the success of your website!

Brick Marketing, a Boston SEO firm, is led by Nick Stamoulis. Nick Stamolis, who has over 13 years of industry experience, writes for the Brick Marketing Blog and publishes the Brick Marketing SEO Newsletter, which has over 120,000 opt-in subscribers.