The Art of SEO, 2nd Edition

Every SEO Plan Is Custom

There is no such thing as a cookie-cutter SEO plan, and for this, all parties on the SEO bandwagon should rejoice. The ever-changing, dynamic nature of the search marketing industry requires constant diligence. SEO professionals must maintain a research process for analyzing how the search landscape is changing, because search engines strive to continuously evolve to improve their services and monetization. This environment provides search engine marketers with a niche within which the demand for their services is all but guaranteed for an indefinite period of time, and it provides advertisers with the continuous opportunity, either independently or through outside consulting, to achieve top rankings for competitive target searches for their businesses.

Organizations should take many factors into account when pursuing an SEO strategy, including:

• What the organization is trying to promote

• Target market

• Brand

• Website structure

• Current site content

• Ease with which the content and site structure can be modified

• Any immediately available content

• Available resources for developing new content

• Competitive landscape

• And so on...

Learning about the space the business is in is not sufficient. It may not make sense for two businesses offering the same products on the market to use the same SEO strategy.

For example, if one of the two competitors put its website up four years ago and the other company is just rolling one out now, the second company may need to focus on specific ...