SEO – If It Ain’t Broke, Don’t Fix it!

Let me paint a picture.  Your web site is running at 30 visits a month and you need to raise your profile online.  You hire someone to do so and in a matter of many months they raise your monthly visitor count to 3000+ unique visitors and all for relevant search phrases of 2-3 words each, and a low-low bounce rate.  What do you do next?

One thing I can tell you for sure is to not redo the work already accomplished and which has led to positive results, because the level of monthly visits is only going to head south.  Experience tells me this when you see the so-called ‘benefits’ of others taking over your own work.

As a client, unless you are constantly monitoring the performance of your site and you know how well it is doing, it is easy to fall prey to so-called SEO gurus who tell you they can further improve your performance, or greatly enhance it.  Who would say no to such claims?  And until you really put those claims to the test you can’t be sure.

The reality is that SEO is just one part of a larger marketing picture, and once you have had benefit of that initial hit, you should start thinking beyond that equation and see about how you can draw potential customers in by creating useful content specific to your range of keywords.

It’s always easier to pay someone to improve the relevance of your site to search but it takes real effort to actually add content to your site that will widen the net and drive potential traffic.  The cost of setting up a blog, or social media profile from which you can blog, micro-blog, or post relevant items, is NIL, and the advantage of doing so huge, but being convinced of actually making the effort is another story.

I suppose what I am trying to say, more succinctly, is that wholesale change will have a potentially negative impact on your traffic, after an initial hit and improvement of SEO, and that you need to think above and beyond the component of SEO as part of your online marketing strategy before you seriously start thinking about monkeying around with your site and its relevance as has been set and achieved already.