Unless you have been part of the internet and internet marketing since the inception of the internet, people are simply not aware of the phenomenal changes in the last ten years. Veteran SEO experts can tell long stories of all the changes they have witnessed since the birth of optimisation that consisted of a few good keywords.

Just as optimisation has evolved, so have the search engines. They use sophisticated algorithms that are ever-changing, so now keywords are not the only important issue. Keywords now form part of a whole host of criteria that must come together to create a successful SEO campaign.

Generic is impossible

The basic principles of optimisation carry through across the spectrum of whatever business website is being optimised. That said, it is simply not possible to use a generic optimisation effort that fit everyone. Optimisation is like building a puzzle where each different aspect has to fit in exactly for it to be successful.

Now, the puzzle pieces for your specific business simply will not fit a business in a total different industry. Generic equals failure in any SEO campaign and any optimiser worth his salt will tell you that each campaign is uniquely tailored for that specific website. You have to take the basics and then create bespoke optimisation for each website.

Working partnership

SEO is ongoing for the full lifetime of your website and you need to form a working partnership with an experienced optimiser that is in it for the long haul. Keyword and search phrases change and your optimiser must implement changes to keep up with trends.

Your link building cannot be neglected or it will grow stale. The search engines are not interested in anything that is stale. Part of your optimiser’s tasks is the continual monitoring of changes, results and new trends so that he can change direction sharply.

Basically your optimiser is like a long-distance athlete; he has to keep on running the course around each bend and jump a hurdle with each new trend. Optimisation means keeping an eye on each aspect of search, keep on evaluating and shifting as needs change and new needs arise.

Anyone that thinks optimisation can be done once or followed up when and as you feel like it is in for complete failure. It is being vigilant, evaluating and re-evaluating, monitoring each aspect and tweak and add to keep on top of things at all times.

The good old days are gone

Slapping in a few keywords has gone the way of the horse and buggy; never to return. The only way forward is to fully understand that SEO is an intricate and ongoing project. Your business success depends on a solid working relationship between you and your optimiser.

Internet marketing is the most competitive arena the world has ever seen and the minute you sit back and relax your optimisation, your competitors will simply step into the void and overtake you completely. It is far more difficult to fight your way up the SERPs listing than it is to maintain your high visibility.

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