You don’t say? Me, too!
I was asked to write more about optimization techniques and updates. I want to do that, but plenty of good SEO experts online are doing a great job at it. On X, Slack Groups, Reddit Forums, and plenty of places, you’ll find many great updates on everything SEO.
You’ll run into the drive-bys, as well.
Drive-By SEOs:
When an “SEO expert” swoops in, does a few things, takes your money, and zooms off into the sunset, leaving you with nothing but a lighter wallet and the same old website.
Sounds fun, right? Wrong, buddy. You’re so wrong, it hurts.
In our industry, there’s a dark alley filled with these quick-fixers. They’ll promise you the moon and the stars, but all you’ll get is a handful of stardust (and a penalty, and you end up hiring my agency or another agency to clean up the mess).
The perfect sales pitch
It all starts with a killer sales pitch. Drive-By SEOs know how to talk the talk. They’ll dazzle you with jargon, impress you with their knowledge, Powerpoint slides, and tempt you with data of sky-high leads and an influx of rankings and website traffic.
You, busy with the day-to-day running of your business, see this as a golden opportunity. You shake hands (virtually or otherwise), pay the fee, and wait for the magic to happen.
A cautionary tale
My team and I recently decided to test out a well-known SEO company for one of our sites. I see them on PPC all the time.
We’re often so busy optimizing our clients’ sites that we neglect our own. We were impressed by their sales pitch, and they offered what seemed like a “great” deal.
The sales presentation was impressive, and when we agreed, the sales rep swooped in to collect payment before any work was even done. So, we paid.
In the first set of changes they sent, it was clear that the work was done by someone ticking off boxes on a basic SEO checklist. We returned their work. Can’t implement changes we knew did not apply to our situation.
After that, radio silence. Nobody reached out to see if we’d made their suggested changes or if we needed further assistance. They disappeared. This wasn’t some obscure company; it had a name in the industry. It was baffling, to say the least, but we understood.
You might be thinking, “Oh, Pat, maybe they found you folks a bit intimidating or perhaps a tad nasty.“
Have you seen the crew I’m working with? Take a moment to meet the SEOA team. These are some of the nicest people I have the privilege of working with. Not a mean bone in their bodies. They care about their work and are exceptionally good at what they do.
That marketing agency drove by us so fast and left a list of useless recommendations. We were left in the dust, scratching our heads… What the heck happened? Our wallet is lighter, and here I am blogging about it.
The reality of effective SEO
Contrary to what drive-by SEOs might tell you, pumping out content (Some sell daily blog posting. My goodness.) and buying links from high-score sites are not the solutions for everyone. Those are misguided strategies. It’s more evident than ever that SEO is not dead. It’s evolving, and it’s more alive than ever.
Good SEO is not a commodity you can buy in bulk.
I’m a broken record on this. But, the heck with it, Google wants people first content, valuable content that serves the reader, not just the search engine algorithms. Google wants you to “earn” your links because, naturally, if your content is good, people will spread the word, right?
I hope so. I really do hope so.
Once upon a time, a good lady named Jill Whalen talked about producing valuable content for ranking. She was among the first few who wouldn’t budge on this subject. That was over 20 years ago, back when spamming to get rankings was easier done than said. Jill is no longer in the SEO industry, but I still remember her. And if she ever gets to read this: Shout out to you, Ms. Whalen; you’re right and have been right all along.
I’m starting a new site. I have a low budget for SEO. What should I do?
Do it yourself. You can at least write content. Hire a web designer or, again, DIY. There are so many no-code web design services that you should look into. Google it. Bing it. Ask ChatGPT, etc.
If you’re stuck and need some help, give us a call. The people at SEOA are friendly. We’re a small family firm. Most of the time, our President (Stone), VP (Brice), or I answer the calls. We are the company’s receptionists. We will answer your questions and enjoy doing it, too.
Yes, there are a few technical aspects of SEO. I’m not saying it’s not important. But if I were to prioritize, I’ll fix crappy content first, always. The only reason we would go into restructuring the entire site hierarchy is if it’s so awfully bad that it’s detrimental to the clients.
Yes, if you’re not behind https (where have you been?), we’ll get you squared away, too. We come across those every so often. But the most we come across is poor content that needs improvement or a toss in the trash can.
The reality is there are no shortcuts to success in the world of SEO. Start it and maintain it, and don’t stop, else competitors will get ahead of you.
SEO takes time, effort, and a deep understanding of your business and audience. If there’s a shortcut, I’ll jump on that horse so fast, too.
Recession is here. Don’t stop doing SEO.
Learn why maintaining marketing efforts, including SEO, during a recession is crucial. Neglecting your website and marketing can have long-term consequences.
It’s almost like the 80-20 rule.
80% of the SEO services you see advertised are carried out by drive-bys— expensive and mostly ineffective. The other 20% of SEO will really work for you.
That would require hard work on your part as well. It’s you who will make your website and content unique. One of the most challenging tasks for an SEO is to delve deeply into the client’s business and making their sites stand out through good design and content.
Web site optimization is not a one-time thing; it’s meeting after meeting after meeting. But that’s just the way it goes…
Should I buy links?
Google says no.
Should we take Google at its every word? I don’t know.
If your ultimate goal is providing useful, high-value content, shouldn’t you hope your article can be seen on prominent websites that your audience also visits?
And if you know that the said big websites won’t publish your content because you’re not among the elites or have no connection, but they would post your content for, say, $300-1000…
Would you,
Could you,
On a boat?
I could not, would not, on a boat.
Sorry, I got distracted thinking about Dr. Seuss. That question is a mouthful. But it’s a thought.
The lure of “Easy” linkoffers
I remember those late-night fast food commercials from my college days. You know, the ones that you’d chuckle at initially. But after a while, with repeated exposure, darn commercials made you feel hungry.
You’d think, “Should I drive to McDonald’s?” “Order a pizza?” That craving is akin to the temptation of those seemingly innocuous link-selling emails.
You must have seen them. Those messages that often start with “Dear, take a look at my high DA sites,” followed by tempting price tags for post placements.
It’s like someone dangling a quarter-pounder right in front of a starving college student (or, in our case, me).
At first, you might shrug off those offers. After all, you know the value of good websites. You’re not going to be lured in by such blatant pitches.
But here’s the catch – when these offers bombard your inbox daily, the resolve begins to wane. One might think, “Maybe it won’t hurt just this once. Perhaps it’s a quick win?”
That same sneaky thought process might make you consider sneaking off to McDonald’s after the third or fourth viewing of a quarter-pounder with cheese (and fries).
A word of caution: Google sees those “commercials” too. So, even if you’re tempted to bite (pun intended), think twice.
So, did I ever give in to the link builders call of the Golden Arches? I’ll never tell.
When it comes to SEO, shortcuts and offers that seem too good to be true often are.
Don’t let your hunger for quick results overshadow the value of a good, sustainable SEO strategy.
Backlink building is no walk in the park. But it starts with one thing: Great content. You will get somewhere with it.
That’s something drive-by SEOs can’t do for you: provide quality content or quality backlinks.
How do you know, Pat?
Yes, we tested a few companies in the past few years, enough to wonder how these dang companies optimize and get clients. They’re horrible.
How did they have so many clients? I think it’s the strength in numbers—the big advertising budget. Many clients make the companies look very beefy, attracting more clients.
If you’ve read this far and still end up with a drive-by, man, I’m lost for words.
Been a victim of bad SEO? Here’s my perfect sales spiel: Fill out our form, and we’ll… drive by your business. Kidding! Just kidding.
Fill out the form, give us a ring, or schedule a call with Stone. Let’s talk.
About Parichatra Reuning
Pat has been working in the organic search engine marketing industry for over 25 years as the Director of SEO Operations at SEO Advantage, Inc.
In addition to running SEOA, her passion for community enrichment inspired her to found My Local Start, a local marketing company focused on growing local farms and businesses in Haywood County, NC.
When not working, she enjoys tending to her garden and chickens, as well as spending quiet time with her family.
Sure, writing may not be Pat’s favorite thing, but when push comes to shove, she can whip up some seriously valuable guides. And who knows, maybe one day she’ll even pen the definitive guide to SEO that we all never knew we needed….but not today.