Without a comprehensive stack of analytical data that’s been combed through to identify trends, proving that SEO is a worthwhile venture to a superior or a client can be a daunting task. People have been telling us that SEO is dead for years now, and it’s hard to prove or disprove that statement as some companies rise up from out of nowhere to the top rankings, while others vanish for seemingly no discernible reason. SEO campaigns can seem like they’re fruitless one day, then you get a sudden spike in rankings the next: as a result, a lot of people find it hard to take SEO promoters seriously when they’ve convinced themselves that it doesn’t work.

However, these naysayers tend to have an incorrect understanding of how SEO is supposed to work. Getting up the search rankings is a largely passive, long-term investment when your website is competing against well-established websites, and random spikes or drops in your analytical data shouldn’t be seen as long-term trends – outside factors are responsible for these incidents, more often than not.

SEO is more than search rankings. Part of a successful SEO campaign is brainstorming how your company is going to stand out from the current top-ranked websites: in other words, establishing a brand. For many organisations, establishing a company brand was made easier by these brainstorming sessions, as they tried to figure out a way to boost rankings. Whether by posing as an underdog, the more friendly/professional alternative or as an innovator ready to change the industry, many of these branding decisions can be traced back to SEO.

In short, many outside factors can make your SEO campaign seem pointless: changes to Google’s algorithms, competitors or trends causing temporary spikes or drops in searches, or simple analytical errors can make the whole venture seem pointless. Nevertheless, SEO is more than a short-term boost in page views – it shapes the future of the company in the long term. Chetaru is a school web design agency based in Darlington that is excited about building a better future with the latest technology and IT solutions available. Chetaru has the IT know-how that your firm needs to succeed and thrive, from beautiful responsive websites to economical SEO campaigns and useful mobile app designs.

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