Don’t ask your SEO agency for the impossible!
SEO is a methodology that takes time to deliver long term results. There is no point in pushing your SEO agency!
There is no point in running, you have to start on time. Here is a moral that it is urgent to put you in mind. Because too often, companies ask the impossible of the natural referencing agencies to which they have entrusted their digital strategy: “I want 10,000 visitors per month right away!” or “a 30% conversion rate next week!”. However, pushing your agency to produce short-term results can only have negative effects on your e-business, SEO being a method that reveals its strengths over the long term.
Bet on the hare or the turtle
It is the fable of the hare and the tortoise. You all know her. And it applies perfectly to the small world of SEO: all companies (or almost) want to bet on the hare because it goes faster than its opponent and has every chance of crossing the finish line in first. They hope to win by betting not on quality, but on speed.
Only, at the end of the story, it is indeed the turtle who wins. Because she took the time to do her race well, while the hare was boasting. Because she did not take unnecessary risks, when her rival gave everything, even if it meant crashing into the wall or causing an accident. There is no point in leaving on time, therefore.
At the game of natural referencing on Google, the rules are the same. You can bet on the hare – and push your SEO agency to use dirty techniques that are quick to implement but will pay off in the short term. Or put your money on the turtle – and give your partner agency full latitude to employ clean methods, admittedly slower, but useful in the (very) long term.
Quality and long term: the two poles of good natural referencing
The dilemma is therefore the following: prefer speed or quality, aim for the short or the long term. Unfortunately, too many companies choose the first path, baited by the possibility of quickly gaining market share and boosting their e-business with the snap of their fingers. And, in effect, inducing SEO agencies to use methods that are contrary to Google’s guidelines – this is called the Black Hat SEO.
Is it really a good calculation? Remember that in terms of natural referencing as elsewhere, caution is the mother of safety. Wanting to go too fast is to take the risk of ruining everything. Which, for a website, can have disastrous consequences: drop in Ranking, ban of the entire site, penalties, and ultimately decline in turnover and then bankruptcy (this is not so rare). In Google’s world, anyone who breaks the rules gets caught quickly.
There is no denying it: short-term methodology is sometimes good. Black Hat SEO can, in rare cases, allow SERPs to dominate on competitive queries for a very limited time, enough to explode sales. Unscrupulous SEOs have a whole lot of techniques to get around punishments, like replacing the penalized site with another – hop, neither seen, nor known.
Okay. But all this remains short-termism. With the Black Hat, an agency advances blindly and attracts the wrath of all its competitors. Is this really the type of commercial battle you want to wage, at the expense of the quality of your products / services and the intelligence of your communication? If you really want to be short-term, go for AdWords campaigns instead.
Conversely, good SEO works on two poles: the quality (and cleanliness) of the methods used, as well as a long-term vision of the company’s digital strategy. Time is therefore the condition sine qua non so that a SEO agency can carry out its work and gradually build the complex structure that will allow your marketing actions to reach their target. This, using techniques respectful of Google, which give the assurance of having a clear horizon.
A long process but solid SEO results
You must therefore accept that quality natural referencing comes with a long and complex process. And understand that an SEO agency does not offer a long term commitment for commercial reasons… An SEO strategy is not an endless and hazardous psychotherapy that the doctor would make last artificially. It is rather an architectural work, careful and conscientious, in which we build to make it last.
There are several reasons for this:
- In essence, natural referencing must seem… natural! A blog posted with 700 basic articles, and 150 inbound links that pop up all at once, it’s not entirely spontaneous.
- Seniority is a cardinal value in SEO: for search engines, it is a proof of credibility.
- SEO, in order to function, needs to be based on in-depth work, which flattens the client’s entire digital strategy (hence the importance of a prior SEO audit).
- The techniques used need time to produce results: changes made to a website (optimizations, content, links) take effect over several months. You don’t get a flower garden within hours of planting seeds.
- Site content is essential for SEO and takes time to be produced under the right conditions, so as to reflect your expertise and know-how.
- SEO is a complex methodology that requires constant adjustments. It is not enough to reach the top: you still have to stay there, and for that to fight constantly against your competitors.
So many reasons why it is important to let your SEO agency lead its boat in its own way, without pushing it too far, without asking the impossible. To obtain solid results, valid over the long term. And guarantee you a good return on your investment.
In short, it is essential to understand one thing: SEO is a method that is deployed over several months – but for the long term. Exactly the same way we carefully lay the foundations of a building so that the structure will withstand the shock for many years, without the risk of collapsing in the slightest gust of wind.
Be sure that in the game of SEO, the turtles always come out victorious against the hares!
Andrea Bensaid is the founder of the SEO agency Eskimoz, based in Paris and with 10 years of experience in SEO. He supports businesses of all sizes in their web visibility strategy. Find it on: