5 Reasons Why SEO is Not a ‘Set and Forget’ Marketing Tactic

5 Reasons Why SEO is Not a ‘Set and Forget’ Marketing Tactic

The art of search engine optimisation (SEO) isn’t a "set and forget" marketing tactic. This means that you cannot simply hire an SEO expert to optimise your website, then sit back kick your feet up and expect the magic to happen. Search engines are too dynamic for this and the content, algorithms, and best online marketing practices are constantly changing.

SEO set and forget tactic

As far as online marketing tactics go, SEO is one of the most complicated. Thus, for your SEO strategy to be fully effective it needs to involve the masterminds of both parties involved – you as the client and your SEO agency.

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Without this consistent contribution, chances are you won’t get the results you are after. Like with any big investment, it requires a little work on everyone’s behalf because the lack of an effective SEO strategy is harmful to your growth and success. Here’s why:

1. SEO Includes a Multitude of Different Tactics and Research

The process of SEO includes many different tactics, strategies, and research that all needs to work as one. This helps to prove to Google that your website consists of high-quality information and deserves to be ranked well, hence why content marketing plays an important role in SEO.

From extensive keyword research, on-page optimisation, link earning, and building a genuine social media presence; this is just a small sample of what is involved in a good SEO strategy. In order to have an SEO strategy that works,  it's important to have a professional SEO team that can implement suitable strategies specifically for your business.

In addition, keeping your SEO agency informed about upcoming events and issues in the industry can help get your brand some PR and media coverage. It also helps to add content for your social media as well.

2. No One Knows Your Business Like You Do

Your SEO agency is able to provide expert insights to help your rank in search engines. However, when it comes to being an expert in the industry, you will definitely be more familiar. Of course, a professional SEO agency will be able to know the keywords and marketing tactics in your industry. They will also have the skills and knowledge to dominate at organic search for your brand and website.

You and your SEO agency needs to work together to provide fresh, relevant, and up-to-date news about the industry. If you have any current news about your business, make sure to inform your agency and work together with them. This in-depth knowledge of your business and the industry will help your agency to drive success with content and online marketing strategies.

Every business has different goals that they want to achieve and services that they are experts in within that industry. To get the most out of your SEO campaign, you need to educate your SEO provider on your business and what makes you stand out from your competitors. If there are specific services that you specialize in or new services being offered at your business, remember to inform your agency to include new keywords that you may want to rank for.

3. Failure to Contribute Leaves a Gap in Customer Experience and Satisfaction


Without a solid contribution on both parts, there’s a significant gap that’s left in customer experience and satisfaction. The more information and regular input you can give to your SEO provider, the more time they can spend on doing what they do best – marketing your brand and website effectively.

A well-structured content marketing plan is the core element of effective SEO. It’s the content that can boost sales and brand awareness by appealing to what your customers need and want. Although your agency provides excellent results, they do not have the first-hand encounter with your customers. Therefore, contributing valuable insights and information about your clients can be extremely valuable to your agency in modifying your marketing strategies.

4. SEO isn’t an Add-On, You Build It In

Because SEO works so closely with all your current marketing strategies, it needs to be built into everything accordingly. This is why combined efforts from everyone involved is absolutely vital. For the best results, SEO should be integrated with all your marketing efforts, including content marketing, paid search, business development, branding, and communication.

You should think of your SEO as an extension of your in-house marketing team, so your SEO strategy needs to work in synergy with everything. This is why it’s essential to keep your chosen SEO firm in the loop with any new campaigns or changes to current marketing strategies.

Of course, if all your marketing efforts are managed by a professional Internet marketing team, then the synergy of your marketing strategies can be guaranteed. This will ensure consistency across all your strategies.

5. Industries are Always Changing

In today's ever-changing world, technology moves fast and strategies that worked last month, may not be working this month. In addition, new technology is introduced in different industries to provide better usability and improvement services,

For example, there can be new dentistry equipment being introduced or improved technologies for cosmetic surgeries. With new services and technology being released, companies need to modify their SEO strategies to create content and AdWords campaign to rank for them in search engines.

Search engine optimization requires refinement and modification. It's crucial for you, as a client, to make necessary contribution and keep your SEO agency informed about new industry or business news that can keep you at a competitive advantage.

It's a competitive market. Contact us to learn how you can stand out from the crowd.

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  • avatar

    A very important point regarding the purely technical part as such. Having a proper SEO-capable web engine to host the site is vital.
    There are web engines that do not have mobile version. A no-no in 2015.
    ( googlewebmastercentral . blogspot . com/2015/04/faqs-april-21st-mobile-friendly.html )
    There are also web engines using dynamic techniques that make your page work more like a web application (making further server requests to add content dynamically). This isn’t advisable if you want to have a shot at optimizing your site for pleasing the engines.
    Search engine bots want in-page content that is available without further interaction once you arrive to the page. You have to be particularly careful about this.
    I do not mean to stifle all innovation. Your registered members could enjoy the full web-app with as many bells as whistles as you wish, but to be on the safe side, your site’s pages should be crawling-bot friendly by default.
    After all, it does pay to be very careful with the technical aspect of your site from day one. A share of the actual success of the SEO techniques you use depends on it.

  • avatar
    Aaron Zander 


    Great article Jayde. A reminder to those who have stopped working on their marketing strategy. With updates like Panda and Penguin from google you need to change your strategy.

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