Being in the Search Engine Marketing business can at times be quite discouraging. After all you are up against it from the start. You don't know all the SEO rules (no one does) and then you'll be sure to have a few customers who think that you are selling snake oil and just taking their good money (and not doing anything for them). Then there are those that think that it's easy and that getting their site to page 1 on Google should be a piece of cake..
Still we crack on and get those rankings, or Twitter followers, or reduce a clients click costs by 50% and then guess what, the client decides to stop using your services. Sure there are sometimes good reasons for this but when you have delivered consistently it can be hard to take. Still that is business I suppose and you just have to take it and move on.
The good news is that the job is so varied and changing all the time. But heh, stop there, because contrary to public belief, the rules of SEO and the way the engines 'act' has not changed that much. Sure there have been changes and the Engines do use different 'signals' to decide what to list first, but in the end you have the words on the pages and the links to those pages. Those two are the foundations of SEO and always will be. The links may be on Twitter, Facebook in reviews on Google Places or Upmystreet, but they are still links.
The trick in SEM is to choose your 'battlefield' (the right one) and then capture the area by clever use of words on the page and links to that site, all the while using as much 'leverage' as you can. What is 'leverage', simply the process of using your website, the sites you know and your Social Media presence in the best possible way. At SOM we understand the value of leverage and how to make the very best use of our clients marketing budgets.
More on leverage (and blogging - not forgotten that one) later.
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