The High Price of SEO Failure - Lost Time and Effort and Lack of Expertise
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Lost Time and Effort
Time is money. We’ve all heard the saying. But what value do you place on time? For any company (the small business owner especially), time is probably the most difficult resource to keep a handle on, or attach a value to. The time management industry is a mega-billion dollar business. From Franklin Covey to time management seminars, the value placed on time management is a huge concern for every company. One of the biggest complaints a business has with its employees is lost time and productivity.
If a company does its own SEO, it can spend large amounts of labor in-house. The misconception here is that they are saving money. It’s really a no-brainer that it will take someone not acquainted with the SEO functions longer than it would a professional. Chances are that if you figure up the labor costs associated with that in-house employee having to spend their time performing SEO functions, it could be much greater than if they hired a professional to do it for them in the first place.
This would be similar to a company using their office manager to do the company’s taxes for the year. Besides the enormous amounts of time involved in preparing, calculating, and fixing problems, her job of acting as office manager is set aside, resulting in a lack of productivity. On the flip side, by not optimizing effectively, this lost time can cost a company dearly.
Result: Loss of productivity = Lost sales
Lack of Expertise
Let’s take our office manager, for instance. She may not have the knowledge of current tax laws and loopholes in order to substitute adequately for a CPA. The two most obvious flaws with using the office manager in place of a certified accountant are that she could easily make errors that may cost the company more taxes, or get into trouble with the Internal Revenue Service by failing to meet all the requirements.
Not having the knowledge of how a search engine works, or what keywords to use for your site can have long reaching effects to how your site shows in the SERPs (search engine results pages). It is also difficult to know the balance of the elements of optimization. This takes dedication and constant tweaking. If this is not your job, or you are not trained to take on such a task, the effort can be monumental.
Most people know well enough not to purposely spam a search engine with irrelevant keywords, but search engine spamming is far more intricate than simply keywords.
Result: Penalizations, Loss of productivity = Lost sales
Next: Not Planning Ahead and Using Broad keywords >>
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