There’s one big mistake that will cripple your SEO efforts:
Not managing the expectations of clients/leadership.
Most non-SEOs don’t understand how SEO works.
They expect instant results – and get frustrated when that doesn’t happen.
If you want proper internal buy-in, make sure you explain to other stakeholders:
- That SEO is a long-term digital investment – it’s NOT like ad spend.
- That timeframes for initial results are typically six to 12 months.
- That ‘organic’ is not ‘free search coverage’ – SEO is expensive, but worth it in the long term.
Focus on one thing for successful SEO: relevance.
Keyword research, site speed, crawlability, and backlinks contribute to good search rankings.
But, without relevant content, those tactics are pointless.
Instead, start by giving your audience the information they need.
- Know who you’re targeting. The more specific your audience, the more relevant your content will be for them.
- Create comprehensive content. Google likes comprehensive content because it’s more likely to give people what they’re looking for. ‘Comprehensive’ does NOT mean ‘long’ – it means covering a topic fully.
- Use keyword data to find out what people are looking for rather than for ‘optimisation’. Good content will have a natural abundance of keywords.
- Use research from real-life customers to create valuable content. High-value queries won’t always show up in keyword research.