Knowing When Not to Optimize - No patience
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"The site is launching today. Are we going to be seeing results at the end of the week?" Yes, there are cases like this, too.
One of the strongest points that PPC advertisers happily highlight is that results are immediate. This can't be said, in most cases, for SEO, and that trend is becoming stronger. If the people behind the site have no patience to wait for the SEO to do his initial analysis, keyword research and strategy, on and off page optimization, then wait for the engines' rankings to show up -- that should be a warning sign for you as the SEO that this is a possibly problematic project. This is one of the more typical cases to watch out for.
Insufficient budget
The most typical case to watch out for, in my opinion, is the one with the lack of project budget in relation to the project goals. For instance, if very significant resources must be invested into a SEO project, but the client has pushed the negotiation too hard, then damage is going to be caused both to the client and the SEO. In general, this can happen between an organization and any provider of outsourced services, whether SEO or not. The same goes for inhouse SEO or for yourself when optimizing your own site.
The army marches on its stomach, and the SEO races on time and money (there is also skill, persistence, creativity and more, but we'll leave that for now). If there is a mismatch between these basic resources and what is planned to be achieved, then you better watch out.
Stop and think
I've mentioned only selected, not all, reasons not to engage in certain SEO projects. Before we give in to our passion to take on another project and engage in something that many of us find creative and beautiful, we should pause to consider the possible pitfalls. This article is just a little reminder for SEOs to think with their minds and not only their hearts when deciding whether to take on a particular SEO project.
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