How much time is SEO time?

This is one question from the clients that almost makes liars of most of us SEO experts. Why? Because we know that SEO takes time, patience and perseverance, and a client with a wallet full of Greens a business full of Dreams (pardon the poetry here) expects to see his money work for him immediately.

The pitch “In the next 6 months to a year we will build a strong foundation for your online business using on-page and natural link building strategies, create content and syndicate content that your users will love, cultivate a buzz about your brand, product and services, target keywords that will translate into conversions, and bring in new customers” is loved by most clients except the 6 months part.

The problem I feel lies in the misconception that SEO is an easy and fast, money making devise. If that were the case, all us SEO experts would be rich – now wouldn’t we? SEO is not about making money online. That is just the after-effect of executing a well planned and researched SEO/SEM strategy over a period of time. Consistency it seems is soon becoming the most valuable ace card up search engines sleeves.

Many clients come to us when they fail to create a successful online business, or are starting a new website, or want to grow their online business further and don’t know how to do it. SEO and SEM then becomes a beacon of hope for the future of their business. While that is good, it also becomes a cause for higher expectations from the clients in terms of time to deliver.

Here is how one conversation with an eager client went:

Client: It all sounds great, except the time you mentioned. I need results in 2 to 3 months. Can you not put in more efforts and reduce the time, or hire another 2 people to help you. I could even pay you more.

SEO expert: I understand your need for speed. But a successful SEO strategy shows results only after a few months of consistent effort, creating value for your users, and participation in relevant web, user and social communities. It’s the search engines way to deter websites that feel that they can walk right in, and become top dogs by using some secret SEO techniques, or spending a whole lot of money.

Client: I see what you are saying, but still let’s get the time down to 4 months. Six months is too long a time, and who has seen what happens in six months. I could be out of business by then :)

SEO expert: That’s the same reason why search engines are valuing consistent effort, quality content, and websites that are going to be around for a long time. We need to build your online reputation, link reputation and social reputation, and not just speed through to the higher rankings bit.

Client: Ok, I get it. You tell me what all is possible in 4 months, and after that we can evaluate and take things further. I am sure there will some results to show for in 4 months.

SEO expert: Definitely there will be many measurable results. Let do it for 4 months, and then we can plan ahead…

Incidentally, this client is still one of my best customers over the years.

So did I lie about the 6 months in the first place, or did I just give-in to the clients demands for doing it in lesser time? It was neither.

What I did was start a relationship with the client, teach him about SEO along the way, assist him in creating value for his potential customers, and helped him build a successful ongoing weekly SEO strategy that constantly adds value for his users, increases brand awareness and recall, promotes his products and services, drives in new customers every day, and increases his business profits every quarter.