When speaking to clients about online marketing solutions and specifically about how to improve their Search Engine Optimisation, we often use the analogy of a car.

Imagine your website as a car; preferably a nice sporty one! Getting your basic site structure and doing your KEC (keyword enriched copy) are like the building of the car itself. So far so good? Ok, so building the car is a one-off process and once it is all put together, polished up and ready to go, what else do you need? Well, you’ll need the petrol in order to actually get that car to move.

So, if you are following the analogy, your petrol is pretty much all the ongoing work involved in the ongoing SEO process and keeps boosting your rankings and helps keep them ahead of the competition. This includes an ongoing program of creating fresh content (that is optimised – both onsite and offsite), an ongoing Link Building Programme and constantly increasing the credibility (SEO footprint) in the eyes of search engines.

While it doesn’t take much to grasp the analogy, it isn’t always what clients want to hear. Many still a have a perception (or hope) that there is a quick magic wand and that they just have to pay a one-off fee to shoot their site’s rankings to the top of Google. The bad news is, just like a car, SEO needs ongoing fuel to produce results. But the good news is, just like a car, if you put in the petrol and step on the gas, an effective, ongoing SEO programme can take your website to the places you want to go.

But please drive safely!