The difference between long term SEO and short term SEO is like the difference between tactics and strategy. For example, in American football the strategy may be about keeping the ball on the ground, so that your offense keeps the ball for a longer period of time and you can prevent interceptions. Tactics on the other hand are for specific situations such as telling your running back (RB) to go left or right.
It’s the same thing with SEO. Tactics may involve link building and keyword research. The long term strategy, on the other hand, is to be applied for the whole game, and perhaps for years to come.
Long Term SEO Difficulties
Of course, it’s not all that easy to focus on the long term when SEO problems are immediate. For example, if your website has been in the first page of the SERPS for a long time for crucial keywords, and suddenly you find yourself buried on the third page then it’s hard to focus on a long term solution.
It’s also true that clients prefer short term goals. They want immediate results in the same way that Internet users want web pages to load quickly.
Finally, part of the fault is with SEO companies too. Most of their specialists are young. They’re between the ages of 25 and 35, and while these people have lots of energy, they may have too much of it. They average three years in their current jobs, and that means they don’t usually invest their time and energy in long term strategies.
Building a Team
So what you may need is your own team. If you are outsourcing your SEO, you should have a say as to the people in “your” team. Your team needs perspective, and they should be able to work comfortably with each other and with the client. They should also have different areas of specialty when it comes to marketing.
The technology they use for SEO must be able to last for a long period of time. This includes whatever analytics they use
The SEO team must also be furnished with the tools they require so that they can learn constantly. SEO is an ever-changing environment, and the SEO team members must be able to educate themselves on a continuous basis.
As for the SEO company, its prime duty is to make sure that they’re able to retain that team for a long time to come.
Reputation management is an area of SEO which has long term implications. It’s not just a matter of burying negative articles from the first page of the results.
A company’s reputation lasts for years. The focus must be about keeping the positive values foremost in the eyes of consumers, while trying to relegate disasters and PR nightmares as anomalies that are exceptions to the rule. This is where social media comes into play, and that’s also part of SEO.