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Why Isnt SEO Easy?

Written by: Mark Brimm

Article Overview: "I want to hire someone to map out our company's SEO program, fire them, repeat this a few times, take all the credit for their innovations and actually become the authority over time in the process. Why isn't it working out like I planned?"

Why Isnt SEO Easy?

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.

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Re: e-Commerce and e-Payment providers - When I came back to Japan in 1999 I sometimes used to ask my students if they would buy anything on the Internet and at that time most thought it was too risky. I'd encourage them to try by using well known sites such as Amazon.co.jp and also pointed out that using a credit card on a reputable site was safer than using it at a restaurant. I can't remember the last time I had that discussion or when the "tipping point" occurred in Japan. To answer your other question, I use Paypal for several reasons: 1. Brand familiarity 2. Easy to use 3. Free to withdraw 50,000yen+ to my Japanese bank account - a huge benefit (but maybe other systems also offer that...?) 4. Easy to cancel subscriptions On the down side, their transaction fees are quite costly, they are difficult to contact and when disputes arise you can sometimes lose even when you can prove via your tracking service that the disputed item was "delivered" to the customer's address!
Re: Domain name sugestion - Hi Anelly, Support-Box.com sounds very good to me. Easy and catchy.
Delegating - Good info and interesting list. Easy to see how the authority or power is slowly passed to the person - the secret would be knowing WHEN to move to the next step. I like to avoid people who are stuck at the #1 level. Chris
What makes you keep coming back for more? - I am researching on personal preferences that keeps the visitors coming back to a web site. What would be great is if people would list out their preferences of what keeps them interested to keep visiting a website in order or importance. For me it is:- 1. Content – Value, Depth and Recency of Information provided 2. User Friendliness – Easy Navigation, Simple graphic design etc. 3. Service – download time, contactability etc.


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