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WHY BUSINESSES HATE SEO…

until they realize its true potential and the money that comes flooding in!

You see what I do for a living is difficult to explain and misunderstood by many.

Small business owners often feel confused why an SEO professional like my self cannot explain to you exactly what I am going to do, it’s just that confusing unless you are a fellow SEO professional. It can be totally frustrating and I completely understand.

The reason for this is that SEO (Search Engine Optimization) is still not an exact science and customers often feel stranded, lost and stuck going round in circles. It doesn’t help when there are so many people out there who claim to be SEO professionals and are in fact just out to fleece you of your hard earned cash! This makes finding the right SEO professional even harder for you!

But we’re veering off the point here so what lies behind all of this that makes it so mysterious?

The real mystery is down to the fact that the SEO field is still so relatively new, so to people who are not in the “know” it can seem very daunting and mysterious. This is down to the fact that the majority of people do not understand what SEO actually is and for those who do know what it is don’t understand how it’s actually done.

So this is where the catch is; Google does not let anyone in on their secrets on how they decide the SERP (Search Engine Result Page) ranking which is what SEO actually does.

Confused yet?

I know a lot of people are so you are not alone in that. Google even changes their algorithms several hundred times every year and with each and every algorithm change the ranking changes, making it even harder to understand! How do you then understand how SEO works? Well the easiest way to explain how it works is to break it down and relate it to something we already universally understand.

So after thinking for a long time about the best examples to give you I finally came up with the idea of finding another job that is similar to my own; a doctor and a lawyer.

A doctor right from your local General Practitioner (GP) to your specialized surgeon, all have many different procedures that they have to go through before you can be cured or made better but there can be problems along the way and some things are just not curable. It all comes down to variables as the doctors often do not know immediately what is wrong and only after performing tests and trial and error medications are they able to find the right treatment for your symptoms as your symptoms are often common in many different diseases. This is the same as the SEO business; we also have to make based on your “symptoms” what is the right course of action for you. Every one is different and sometimes it takes a few different approaches before we can get the right combination or result for you and your business. It is by no means an exact science that anyone can just roll right in and do.

It can end up that even though a large amount of different variables and possibilities have been tried and tested the solution (cure) is still not clear.

This may be down to the factors that are involved that are not seen straight away;

• There may be more underlying problems

• The surrounding environmental factors that cannot be known at the time

• You could be ashamed of one or more of your symptoms

• You might not be taking his advice hence you don’t get better

As you can see these are just some of the things that a doctor or surgeon has to try and take into effect but more often than not can’t because there are just far too many different variables that they just cannot see. And the worst thing is that even though you can spend a lot of money there still is no guarantee that you will get better at the end of it all. In the majority of cases the problem is fixed but there still is the odd case where nothing can be done because there are too many unanswered questions.

So, keep thinking of what has been said and think about the following questions you would end up asking them to your doctor. In reality you don’t because you have an unwritten understanding but SEO experts hear similar questions more often than not;

1. If there is no guarantee then why bother?

2. If my doctor or surgeon cannot fix me within say eight weeks time, then s/he is taking my money and not doing their job properly because if they were any good at their jobs they would have fixed me already!

3. If I recover from my illness you get paid but if I don’t then don’t expect any money because you mustn’t be good at your job at all.

4. Now I need references and examples that you can do your job properly – can I see their files please? And of course I need their numbers so I can talk to say three of them about how you performed as a doctor.

So do you see the trend here?

You see because of your faith in a doctor or surgeon that is automatically given, you would never dream of asking them any of these questions – it would be insulting. The reason for this is that this type of profession has been around for a millennium or more and this long standing faith in their knowledge but even they are learning, new diseases and illnesses come about all the time making the variable often change. SEO hasn’t got this type of history that is tried and tested but what it does just like doctors, GP’s and surgeons is try and understand all of the variables that can be given, then try all of the different avenues of treatment available.

So then, I understand how SEO consultants are alike to doctors but how can you be like a lawyer as well????

Well this is where we put on our gloves and head into the ring! You see being a lawyer involves fighting – fighting a person, fighting a company and even fighting a large crowd of people (1000’s or even 10000’s). So this is where an SEO expert is just like a lawyer. We are there to fight for you. Now who you are fighting sometimes brings in their own experts whether it be a lawyer or in our case an SEO expert, sometimes they have a huge amount of dollars to spend and other times they have very little. If you try and stay out of the fight then you have to live by the rule similar to doing nothing when you are actively being sued (by your customers who just simply cannot find you) you will lose money!! Because you cannot be found, Google don’t rank you highly and because you are not ranked highly people will not find you, the circle continues and you just keep losing out on more and more money.

To end this cycle you need to understand the SEO basics on how to find yourself the right SEO expert who can work with you and help you make better decisions on which fight to go for. So keeping this in mind, here are a few answers to some questions you need to know;

1. How do I find a brilliant SEO consultant who is good at what they do and will spend my money in the right ways????

Well looking back to our previous similarity of comparing an SEO consultant to that of a doctor or lawyer, you would find them in round about the same way. You choose a doctor by going off what people tell you, who recommends them, you go off reputation as they seem to have had hundreds of patients/clients who are all happy to tell you they are happy or you just keep trying people out until you find the right one for you. This is the same for the SEO consultant being good at their job and how they spend your money.

2. What about performance?

This is as before, it is incredibly speculative as although as an SEO expert I have become exceptional at seeing the trends looking at the patterns and figuring out Google, it is not a precise science and sometimes this doesn’t always work out. Think of this being like figuring out the football results; sometimes what is going to happen is very predictable where as there are the odd times when someone (Google) that does something unexpected, scores a try and wins the game, it all comes down to the different variables and conditions.

3. What about those companies that guarantee you that they can make you number one in the rankings and cost a smaller price?

Well I say to you that that is not possible, you cannot guarantee something like that, it’s the same as buying a cure for a disease only to find out it’s water in a fancy bottle – you wouldn’t buy that so don’t buy into these kind of people’s lies.

4. DIY – isn’t it easier that way?

It is possible as long as you make sure you know what you are doing. Basic SEO can be completed by just about anyone but when it comes to specifics you are better leaving it to the experts as it is very easy to get confused and muddled especially if you are going after strong rich key wording that boasts a huge competition. So it ends up either you are in for the fight of your life or you ask someone like me to do it.

So what are the top 5 mistakes people make??? Well…….

1. The Race has already started!

The race to get the number one spot in the Google rankings is more difficult than you think. Your competitors are world wide and the people ranked within the top ten are the leading companies within your field. Google is very specific in their dealings and how they decide what those rankings should be. They do this based on the strategies put in place by the SEO’s for the companies. Strategies take time and money to complete and to put in place so unless you have already got yourself a really good SEO consultant you are way behind in the race. Having a website is not enough on its own, you need to get links and build up content to make sure you climb up the ranks to get you up to the top ten and go head to head in the race!

2. It is not the company size that matters!

Everyone makes the mistake of heading straight for the big expensive SEO companies to develop and optimize their business. The only problem with this is that a lot of the big companies have not got the personal touch when it comes to business and unfortunately there are too many companies out there that are not bothered about keeping your business. only in making as much money as possible for as little work as possible. Because of their company size they can have you lost within minutes if you try and call to work something out and you could be waiting days for an email reply. The benefit of going with a smaller company is that they will look after you, you can speak to the manager at any time, your email inquiries will be replied to within 24hrs and you can find out the state of play anytime of the day or night. The small SEO business needs your continued custom and will be there for you.

3. Attention to detail counts.

Every time I look on the web I am shocked by sites that have tons of links but yet no SEO on the page! This astonishes me as without this you cannot show your potential customers that you are a solid company who is there to stay rather than a fly by Night Company out to deceive people for their money. Links are always good as it can help rank you but in order to really achieve a good rank that is honest and interesting, you need SEO. It is possible to get an amazing rank listing from SEO on it’s own but for the best you need to have both on your website.

4. Employee SEO blunders.

Some business owners in a bid to save themselves some cash often ask if someone in their team knows anything about SEO and then lets them loose on their website. A little knowledge is said to be dangerous in some professions and SEO is one of them! SEO is always on the go changing, morphing and even I need to spend hours a day keeping up with all of this. The employee that has offered their services to you are now going to have to spend valuable time away from their real job to try and get the SEO sorted for you. They may even muck it up without realizing which in the end will cost even more in the long run.

5. Stopping too soon or trying to cut down on spending.

I totally understand you may be thinking here that I have slipped this one in just to get more business from my customers but what I am telling you is the truth. Far too many business owners think that they can get to a point and stop paying for SEO. This is something you do not want to do as this will make you lose ground in the race. Big companies spend more money than you think on advertising and SEO consultation to stay ahead of the game to ensure their rank keeps gaining ground and when it gets to the number one slot it stays there. It all boils down to profit, I understand that but without sales there can be no profit and to get the sales and I mean really get the sales you need to invest in a decent SEO expert who will get you into the race at a decent level and keep you there.

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Ursa Anzur
Professional SEO Services

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