Search engine optimization can seem intimidating. I know from personal experience: for years as a web designer and developer, I felt like SEO was some kind of voodoo that only special internet gurus knew how to harness.
I’ve spoken to many business owners, too, who feel like they “should” be doing SEO, if they only knew “what” to do. But that “what to do” part seems shrouded in mystery and conflicting information.
To clear up some of the mystery, I’m going to compare SEO to something that most of us are familiar with: getting in shape.
Similarity #1: The Fundamentals are Simple, But Not Easy
I think we can agree, more or less, on these fundamentals of getting in shape:
- Move Your Body Regularly. Could be running, lifting or playing a sport, just keep that body active.
- Eat “Well.” Lots of nuance here, so I’ll just say, eat mostly whole foods and not too much.
- Get Adequate Sleep. Again, there’s a lot of room for personal proclivities, but 8 hours is generally a good target.
Fairly straightforward, right? The fundamentals of local SEO are straightforward, too:
- Optimize Your Site. Your site needs to be technically sound and optimized for humans and search engines. It also need to help visitors know, like and trust you so they pick up the phone or contact you otherwise.
- Build Relevant Backlinks. You need a mix of local and industry backlinks.
- Collect Reviews on Google and Elsewhere. Reviews impact your visibility, authority and ability to convert visitors into customers. They’re also are an important local signal for ranking in the map pack.
- Build and Maintain Your Business Listings. This includes your Google Business Profile and other relevant local listing sites. These need to be optimized and maintained over time.
Though there are technical aspects to consider within each step, none of the above is terribly complicated. But simple doesn’t mean easy, which is part of why so many people are out of shape, and so many businesses are not optimized for local search.
Similarity #2: There Are No Shortcuts
When it comes to getting in shape, we’ve all seen the enticing promises of quick fixes: fad diets, magic pills, and extreme workout plans that guarantee instant results. The reality, however, is that these methods often do more harm than good. They might offer temporary results, but they’re rarely sustainable, and can even lead to long-term health issues.
In the realm of SEO, there are similar temptations. Many business owners might come across offers promising rapid rankings, overnight success, or secret hacks to dominate search results. These black-hat SEO tactics can include keyword stuffing, buying low-quality backlinks, or cloaking content to deceive search engines.
Just as crash diets and extreme workouts may give you a short-lived boost but ultimately fail, so do spammy SEO techniques. They can lead to penalties from search engines, a damaged online reputation and a steep decline in search visibility. Search engines like Google are constantly evolving to prioritize genuinely valuable content and penalize manipulative tactics.
True success, both in fitness and SEO, requires a commitment to steady, sustainable efforts. There’s no substitute for the basics: a balanced diet and regular exercise in fitness, and high-quality content, genuine link building, and excellent user experience in SEO. By focusing on proven, long-term strategies, you not only achieve your goals but also build a foundation that keeps you successful over the long haul.
Similarity #3: You Can’t Just Subtract, You Have To Add
Cutting out sugar or watching less TV are good for your health, but neither alone will get you in shape. You need to build other habits like working out and eating enough protein.
In local SEO, it’s important to fix errors on your site or remove spammy backlinks, but doing so won’t catapult you to the top of search. You still need to do the core work of optimizing your site with good content, collecting reviews and building good backlinks.
Similarity #4: Progress Is Not Linear
When getting in shape, you might hit a plateau where your progress seems to stall despite your efforts. This can be frustrating, but it’s a normal part of the journey.
With local SEO, you may also experience periods where your rankings don’t improve as quickly as you’d like. It’s essential to stay committed and continue implementing best practices, as consistent efforts will yield results over time.
Similarity #5: Customization Is Key
Not all workout plans are suitable for everyone; different bodies react differently to various types of exercises and diets. Understanding your goals, preferences and starting point help guide you to the regimen that you can maintain over time.
Similarly, every business is unique, and a one-size-fits-all SEO strategy is unlikely to be effective. The fundamentals will remain, but you’ll need to tailor your approach based on your specific industry, your competition and what SEO work you’ve already done. This is where having a coach or consultant comes in handy. 🙂
A Difference Worth Noting
One key difference between fitness and SEO is that in fitness, no one can do the work for you. You can hire a trainer, but you still need to be the one who, you know, works out .
In SEO, you can offload some of the work to an agency or consultant (I’m a mix of the two). You’ll still need to be involved – an hour per week on average – but I’ll do as much of the heavy lifting as possible.
Conclusion
I hope this article has helped demystify SEO for you.
There are no shortcuts to lasting success, whether it’s achieving your fitness goals or climbing the search engine rankings. By focusing on the fundamentals, staying patient, and avoiding the allure of quick fixes, you can build a robust online presence that will serve your business well in the long run. Get in touch if you’d like some support.
