SEM is Like Investing in the Stock Market

24 Feb

SEM is Like Investing in the Stock Market

There are many metaphors when it comes to describing how search engine optimization can be understood. The one I always find the most useful is the comparison of SEO to investing in the stock market.

  • There are no guarantees of results
  • It takes money to make money
  • Past performance should provide indications of future success

As Gordon Gekko, played by Michael Douglas famously said in Wall Street: “Greed is Good”.

The more money that is spent on search engine marketing, the more traffic and results you should expect to see. It’s not a magic formula. So many times prospects are shocked when I tell them the price of what I charge to perform my services. And then the typical cycle begins. They then go and hire some other vendor who is cheaper, and promised results…

…and as time goes by, the company that passed on my services starts to slowly realize why the cheaper vendor is such. Lack of performance, un-professional mannerisms, lack of quality reporting and most times, lack of communication.

It normally takes about six to nine months for them to experience the cycle and they come back and hire me.

SEO is a luxury service when performed properly. Top rankings deliver value that is easily measured: Traffic, brand awareness, and most importantly, conversions.

It still amazes me to this day that people think organic rankings are “free.” Believe me, any site that has a top ranking in Google didn’t get there by accident for any competitive phrase.

All of these should be kept in mind when researching a provider of seo services – you get what you pay for.

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