Want to see a search engine optimization (SEO) specialist squirm? Try asking some of these questions:

“How soon will I get to No. 1?”

“Why aren’t we seeing results from that backlink we got?”

“Why should I invest in content that doesn’t generate leads?”

Sound like perfectly legitimate questions, right? 

Well, yes.

But, also…no.

You see, SEO is perhaps the most misunderstood of the marketing channels (edgy, I know). Business leaders often talk about it alongside paid media, expecting a black-and-white return on investment (ROI) analysis that shows how SEO tactics are paying off. 

But, in SEO, it’s often futile to get caught up in measuring a single tactic, which, at a glance, may look to have been ineffective. 

Instead, SEO success is typically the synergy of many tactics coming together over a long period of time. Success is measured in months and years, not days and weeks.

Let’s go to the garage for an analogy.

SEO as an Auto Engine

Did you know that a typical automobile engine has around 200 parts? 

Well, coincidentally, third-party researchers have assessed that Google has around 200 ranking factors for ordering organic search results.

What’s the connection? Well, individual engine parts are useless on their own. Their value is only apparent when they’re properly and expertly connected — and that engine roars to life.

Similarly, any single SEO tactic may appear useless on its own. 

• “The post didn’t go viral.” 
• “It didn’t lead to any form fills.” 
• “Your backlinks can’t be traced to referral website traffic.” 

While it’s possible you have faulty tactics (as an engine can have faulty parts), it’s just as likely that you're missing some key components of a holistic SEO strategy that covers those 200 ranking factors. 

Address those missing components diligently over time, and watch your organic traffic roar to life.

Components of a Holistic SEO Strategy

Developing a holistic SEO strategy involves understanding and integrating various components across your site.

Key elements include (but are absolutely not limited to):

• Keywords and Content: The cornerstone of any SEO strategy, akin to the engine and fuel of a car. Keywords should be naturally integrated into high-quality, informative content that engages and provides value to the reader.
  
  
• Technical SEO: This includes website structure, mobile optimization, and site speed — all critical for ensuring your site is accessible and navigable — much like ensuring a car's internal mechanisms are functioning properly.
  
  
• Backlinks and Authority: Building a network of quality backlinks is like constructing a robust transmission system, transferring power and credibility to your website.
  
  
• User Experience (UX): A seamless user experience, from easy navigation to fast loading times, is like a smooth and comfortable ride in a car. It's essential for keeping visitors engaged and reducing bounce rates.
  
  
• Local SEO: For businesses targeting specific geographic locations, local SEO is like tuning your car for specific road conditions, ensuring you're visible and relevant to your local audience.

The Pitfall of Short-Term Expectations in SEO

The challenge in selling SEO to business leaders often lies in the expectation for quick results.

Like a mechanic tuning an engine for peak performance, an SEO strategist knows that the true value of individual tactics, such as a specific keyword or a single blog post, may not be immediately apparent. These elements are just parts of a larger, more complex system that needs time to play out.

The following mindset roadblocks can often interfere with successful SEO strategy execution.

1. The Illusion of Immediate Impact: Just as it's challenging to assess the role of a single bolt in an engine's overall performance, measuring the direct impact of one SEO tactic can be misleading. Individual pieces of content or specific keywords might not show their true value immediately.
   
   
2. Underestimating Subtle Contributions: Each SEO element, no matter how small, contributes to the bigger picture. Like the numerous small parts in an engine that ensure its smooth running, every SEO tactic adds to the overall effectiveness of your strategy.
   
   
3. Obscuring the Bigger Picture: Overemphasis on singular metrics can lead to a narrow view, overshadowing the comprehensive strategy. It's like focusing solely on the spark plug while ignoring the engine's need for fuel, oil, and proper maintenance.

Avoid the Need for Speed

A common misstep in SEO is to give up too soon on a tactic or strategy because it doesn't yield immediate results. This is like abandoning a cross-country journey after the first mile. 

SEO requires a commitment to the long-term process. It involves continuously improving and adjusting your approach, learning from what works, and steadily building towards greater effectiveness.

So, How Can You Measure SEO Success?

I hear the objections: “Okay, I get it’s complex, but we need success metrics to justify the cost.”

Absolutely.

But just consider that SEO can’t be measured like other lead generation channels.

It’s quite easy to judge paid search ads on strict ROI metrics. What did we pay on clicks? How many of those converted? What was the total revenue? This is all very accessible from Google Ads and your customer relationship management (CRM) system.

But, it’s not exactly fair to treat SEO solely like a paid, lead-generating channel. And that’s because not every SEO activity will have measurable definite results.

SEO should be thought less of as a specific marketing channel, and more as a general website strategy with a variety of applications. 

Value of SEO: Lead Gen AND Brand Awareness

One of these applications is, of course, lead gen. But another absolutely essential application is brand awareness.

• How does your company look when someone searches your brand name?
• What kind of non-branded searches are you showing up for? 
• How are people learning about you on the web?

Traditionally, marketers with deep pocket books have had no problem spending big dollars on prominent billboards. 

But what kind of tracking can you do with a billboard? Can you track every person that saw that billboard and explicitly tie results back to it? Of course not. But you can make a fair assessment of ROI by looking for a general upward trend of traffic or revenue from the point it launched.

In the same way, it’s often futile to get caught up in scrutinizing an individual SEO tactic. Instead, you should judge success on the collective performance of the strategy over time. 

For awareness campaigns, metrics like the number of Google impressions — how often your website shows up in a Google search — or volume of branded searches is a decent place to start.

Crafting a Robust and Enduring SEO Strategy

It’s a running joke that SEOs are always saying, “It depends.” 

After reading this article, I hope you can see why. 

SEO strategy, like an automobile engine, requires a complex interweaving of many different components that must be expertly assembled and regularly fine-tuned. Unlike an engine, however, there’s no guaranteed blueprint for success — only best practices honed by trial, error, and years of experience.

And that’s why you need an expert SEO navigator at the wheel to help direct your journey. 

At FarReach Digital, we’ve helped big companies get on the map for competitive, lucrative keywords. We know what good SEO looks like — and how to win.

Let’s talk about setting your course for enduring digital success. Request a consultation today.