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  • Writer's picturePDM

Time to get to work

Updated: Sep 20, 2020

Ok, so let's pick up from our last discussion - SEO.

To be relevant in today's market, you must have an online presence. While creating a website is the first step, making sure that your site shows up in search results on Google and other search engines can boost your business - like a lot. That's what SEO is all about. Here's the bottom line: if you want new customers or readers to find your fabulous website, you're going to have to invest some time in SEO.

It's nothing personal. It's just that pesky little algorithm. But think about it: you wouldn't be too pleased if you were searching for say, "the most awesome yoga tights", and your search engine rendered websites for lawn furniture. Yeh - not good. So think about it like it's best for everyone. You just have to have relevant and engaging content, put in the behind-the-scenes work, and you will be found.

When users search for information on Google, they are shown two kinds of results: organic and paid. The paid results are advertisements — companies that have paid to have their websites show up on the SERP (Search Engine Results Page) for certain queries. The organic, or "natural search" results, are determined by the search engines. These are the sites that Google has deemed the most relevant for the user’s query.

Will you see results overnight? We've already talked about that. That would be a no. Organic SEO is absolutely a marathon, not a sprint. It can take weeks or months for Google’s robots to start displaying your site in relevant SERPs — and even once you’re ranking well, you’ll need to continue your investment in SEO to maintain your rank. But stick with it, because once you’ve risen through the ranks, the return on your invested time and money is incredible. According to Moz, for every click on a paid search result, the organic results generate 8.5 clicks. And the higher you rank, the greater the impact.

According to an extensive study by the SEO experts at Moz, “an average of 71.33% of searches result in an organic click on the first page. Page two and three get only 5.59% of the clicks. On the first page alone, the top five results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%.” Those are some amazing statistics.

If patience isn’t your strong point, you may want to consider investing in PPC advertising (pay-per-click). This is commonly referred to as the sprint. The benefit is that the results are immediate. Pay Google a certain amount of dollars per click, and they will place your website on top of the SERP right away, albeit in the “promoted” section. But unlike with organic SEO, there is no cumulative benefit to investing in PPC. If you spend money on a PPC campaign today or tomorrow, you will still have to invest in it six months from now if you want to show up in search results. In contrast to organic SEO, PPC doesn’t offer you an increased value over time. 

SEO work is very time consuming, but it rewards the diligent and patient webmaster. You will need to implement an organized system to keep track of your efforts, so you can determine what works and what needs to be revamped. That elusive first page is attainable if you discover the right search phrases. Small business websites can outrank major competitors if their owners are willing to dedicate their time and energy. Keep in mind, no matter what you do, or what systems you implement, no one can promise you a top spot on the first page of Google (unless they are Sundar Pichai, in which case why are you even reading my little blog? Please pass on my contact info!) Bottom line is: you just have to put in the work. And, it's not like the work is ever finished. It's ongoing. As AI technology and algorithms change and improve, we as website owners and marketers have to change and improve with them - or risk being left behind.  

So put on your "work gloves", and let's make this happen!

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