Yes, I know, this is quite possibly the most ridiculously titled search marketing blog post you have ever read. Hang tight and read on, you will soon see the reasoning behind this post title and no, you probably won’t be licking your lips afterwards.
I am a Kansas Citian, so by nature, I have a love for barbeque that is engrained from deep within, so much so that I am a part of a competition BBQ team where my brother-in-law, friend and myself put everything we have into provided the best we can cook at local BBQ competitions. I recently received a BBQ smoker from my brother-in-law, rusty and in need of remodeling. After sanding and grinding away for a long period of time I thought to myself on how it was quite possible for me to only remove a limited amount of the surface rust since I would be painting it and only at a close view would someone see the imperfections caused by my laziness. I quickly convinced myself that if I was to do something right the first time I would have to completely remove the rust so the surface could be a sufficient base for the paint layers. This dilemma between half preparation and a lack of commitment is something that helped to remind of an obstacle I see quite often in the world of Search Engine Optimization.
Quite often I speak with a client, webmaster or site designer/developer about the recommendations I have put forth which in my mind and experience will ultimately help their site to perform well in organic search engine results as well as to compete effectively against their online competitors. Frequently, the general response I hear is “these are great recommendations and all but it is just much easier to manage the site if we don’t fully SEO our site, but we did implement some of your recommendations” or “It is gonna take too much effort to put all of these recommendations in place, can we just do a few of these things.” These comments usually leave me sitting there thinking, “ok, let’s just burn the site down and go golfing since it we might have challenges, cool?” Whether these comments are made in lieu of suggestions for header formatting, content management, page load-time decrease, url-rewriting or permanent redirection of pages or entire domains, this lack of commitment to the overall goal leaves my head spinning sometimes. Ultimately, your SEO campaign will only be as fruitful as the sweat equity you put forth into your site. Yes, things may be difficult, and yes, management may be difficult until fully understood in the future. Your end goal is to create a “fully” SEO’ed site. Much like the effort partially exerted on the restoration of the BBQ smoker, a quick glance at a site with a lowly committed SEO campaign may show a pretty representation, but a very close look, much like that of a crawling search engine reveals a rough, partial attempt revealing an incomplete attempt at an end goal of perfection.
As we race into the new year, it is up to us as well as our clients to resolute to give 100% in all of our SEO initiatives. If we are mutually committed to building and implementing competitive and successful SEO campaigns we have nothing to lose. Playing off the theme of this post, a concerted effort towards full and complete optimization will allow you to not “burn your SEO campaign” in the new year.
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