Business search engine optimization (SEO) is not, according to experts, a simple series of goods that can be purchased for increased performance, but a long-term investment whose benefits are often present but difficult to see.
Writing a guest column at Search Engine Land, Damien Bianchi says that some companies have trouble understanding the costs and benefits of search engine optimization (SEO) because the results are frequently not immediately apparent in the bottom line. Bianchi compares the process to implementing a new content management system: It can be bought, but it might take years for the benefits to become fully evident.
Bianchi says that a good search engine optimization (SEO) program depends on corporate infrastructure, design, localization and content, as well as a thorough understanding of the target search engines. Analytics software and close cooperation with IT departments can also help demonstrate the value of well-crafted SEO to skeptical executives.
Bianchi – among many others – also notes that the world of the search engine is constantly changing, and that successful search engine optimization (SEO) practitioners must always be on their toes for the latest developments.
