Why an Hour a Day?

Like water filling an ice-cube tray, SEO can fill up all the hours in the day you are willing to give it. So let’s get this painful truth out of the way right now: Good SEO takes worklots of work. Now you’re probably wondering, “How little time can I spend on SEO and get away with it?”
SEO is an amorphous, open-ended task. It includes a wide variety of activities, ranging from HTML edits to reading news blogs. It would be overwhelming to try to learn every aspect of SEO at once, but jumping in without a game plan is not the most effective strategy either. You’re busy, and SEO is not your only job. So for you, the best way to learn SEO is to roll up your sleeves and do something, an hour at a time. Complete one SEO task a day and you’ll see substantial results. One of the benefits of breaking your SEO campaign into bite-size one-hour morsels is that you’ll have time to digest and learn. You can take care of your day’s assignment in an hour and have plenty of time for thinking and reflecting the rest of the dayLike water filling an ice-cube tray, SEO can fill up all the hours in the day you are willing to give it. So let’s get this painful truth out of the way right now: Good SEO takes worklots of work. Pearl of Wisdom: Good SEO helps searchers get where they want to go.

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Goals of My business

Most likely, the fundamental goal of your business, when you get down to the bottom of it, is to make money by selling a product or service. However, there may be nuances to even such a straightforward goal as this. And there are a whole host of other possible goals and subgoals that your business is likely to have. Perhaps yours is a large company with branding as an important long-term goal.
Maybe your company wants to make money with certain products but is willing to take a loss in other areas. Maybe you are starting up with investor backing and do not need to turn a profit for years. Perhaps you are a nonprofit, with a goal to improve the world and inspire others to do the same. Whatever way you’re leaning, your business goals will affect your SEO campaign strategy. For instance, consider the fictional situation of Jason, a founding partner at Babyfuzzkin, a company selling unique, high-end baby clothes. This business makes its money directly through online sales. It’s a small operation, so there is a limit to how many orders the business can handle. The Babyfuzzkin fantasy would be a steady flow of, say, 100 orders per month. But there is more to the story: Eventually, the partners 87531c01.qxd  4/26/06  7:56 PM 
 CLARIFY YOUR GOALS
would love to get out of the direct fulfillment of orders and instead secure some contracts with big-name brick-and-mortar vendors.

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What Is SEO?

OK, let’s see a show of hands: How many of you are reading this article because you want a #1 rank in Google? Yeah, we thought so. As SEO consultants, we know how good it feels when your website makes it to the top of the heap. Listen, we sincerely hope you get your #1 Google rank, but it won’t help you if it’s bringing in the wrong audience or pointing them to a dead-end website. So don’t think of SEO as just a way to improve your site’s ranking.

The term Search Engine Optimization describes a diverse set of activities that you can perform to increase the amount of targeted traffic that comes to your website from search engines (you may also have heard these activities called Search Engine Marketing or Search Marketing). This includes things you do to your site itself, such as making changes to your text and HTML code. It also includes communicating directly with the search engines, or pursuing other sources of traffic by making requests for listings or links. Tracking, research, and competitive review are also part of the SEO package. SEO is not advertising, although it may include an advertising component. It is not public relations, although it includes communication tasks similar to PR. As a continually evolving area of online marketing, SEO may sound complicated, but it is very simple in its fundamental goal: gaining targeted visitors.

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