Take heart. In about 5 years, you will indeed possibly be the authority and the many hires you've discarded like so many handi-wipes will be nothing more than ghostly stalkers floating behind you on the long drive home on the tollway. And that's great, if you're okay with that. Or you could take a more realistic view. Doing something every day is what makes someone adapt to it and become really good at it. Are you really able to commit to that for the long haul?
The truth is that there is a problem with the SEO industry. There are no real degrees for SEO up until now. Certifications for paid search have motivation for the likes of AdWords and Yahoo paid search, but not for organic search. This is all wrong and it's changing, but it is taking time for everyone to agree on who is to judge. Another reason for this may be the complete ignorance that exists on the topic. PPC is easy. You set up a campaign or pay someone to. You blow lots of cash. You get disillusioned $5,000 later and either never return, or maintain a break-even strategy for another 5 years.
I always advocate to the curious that they buy a "for dummies" reference book on SEO to thumb as needed, peruse a bit and then just get multiple consultations once they're ready to talk about it. Also, going locally is great for those used to facing their partners, but it's not the way to locate talent in a global market. At least be willing to jump into another time zone for talent, because that may very well be where it will be located. Or, if the money is not an issue, just hire someone after a bit of comparison shopping.
What's it worth to postpone getting Top10 and Top5 results on search engines for the sake of imagined savings? What's it worth to try to reinvent the wheel while the window of opportunity is shrinking? The environment of most businesses today change too fast to dawdle when making marketing decisions like who to go with for organic search, or if we should hire a perm position, etc. The great astonishing news flash of the 21st century is that organic search marketing is here to stay. Nothing will likely change the fact that people want a democratic information superhighway with lots of non-paid content. Adapt to the times, get on board, and think ahead is my advice for those still at a crossroads on this issue. Depending solely on paid search is not the way to make a business profitable on the web.
To learn more about this author, visit Mark Brimm's Website.
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Mark Brimm
(Visit Mark's Website)
Mark Brimm is founder, proprietor, and
lead consultant at Interface
Communications Group (www.123inte
rFACE.com). He has been consulting
companies ranging from Fortune 5's to
Small-to-Medium Businesses for over 10
years in the areas of Web Branding,
Marketing Plans, Advertising & Publicity
Concepts, as well as Search Marketing,
with scores of articles in circulation to
his credit around the web.
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