There is always a need for a certain type of understanding before moving ahead with any type of SEO strategy. The first is understanding what the problems with the site are, and the second is knowing what can or cannot be done to fix them.
When putting together your options for moving forward, understanding these facts will help you sort out which options are viable and which are not. Moving forward without being fully aware of all the facts leads to poor decisions based off of an incomplete or poorly thought about set of options.
Think about the consequences of each action. As an SEO they must be fully aware that every change to a site could have potentially negative consequences. One example is changing url structure to be more seo friendly url’s. Granted most strategies have been proven to produce a positive impact on web-sites, but this isn’t true 100% of the time. Some changes will have a positive long-term impact but have a severely negative short-term effect.
Seven of the hardest thing to do in SEO is to manage expectations properly. An SEO selling their services will often promise miracles to get the sale but then tell the client not to expect miracles at all. SEO is seldom a magic solution and sometimes what they think will be an easy job turns out to be anything but. It’s like peeling back the layers of an onions. You get seven problem solved and that uncovers several more problems.
Make sure your expectations don’t exceed your potential and your resources. As they say, time is money. Time is your most limited and valuable resource. Don’t waste it. SEO isn’t difficult but it does need knowledge. Most of that knowledge is available for free, but that doesn’t take in to consideration the cost of your time to learn it, implement it and then to ensure each strategy is performing effectively.
Every small business owner has this dilemma. How much should they do themselves versus how much can they afford to hire somebody to do for them. When it comes to SEO, the business owner must pick how much of their own time can be dedicated to doing the detailed work, or if their time is better spent elsewhere, like walking the business.
The first is that you may be wrong. Shocker! Whether you’re wrong about implementing this strategy over that strategy, or choosing seven path over another, you must be content with knowing that at some point or another you’ll make a bad decision. Nobody is 100% perfect 100% of the time. Some SEO strategies are implemented based on past performance from other sites, but there is no guarantee that the same strategy will work for this site. Be prepared to be wrong. Permit yourself a 10% risk of being wrong, a 50% likelihood of something going wrong, and a 100% commitment to survive it all.