The marketing world is complicated, and good marketing teams must always find the right balance between short-term and long-term tactics to get lasting wins for their business. Sometimes it is easy to tell if something is going to get immediate results or if it is going to be more of a long-term strategy, but there are also times when you may get mixed results.
Search engine optimization can vary a lot by market and industry, and early success is possible for companies without SEO competition. However, marketers should not bank on starting a new SEO program and expecting a quick win. In general, it is best to view SEO as a long-term investment in marketing.
Here, we will explain some advantages of SEO being a long-term strategy, and how it compares to some other marketing investments.
Most marketing teams will find SEO content incredibly dull. Some may even wonder whether all of the time and effort it takes to create this content is worth it. This is especially true when it takes time to get results. But, if you think of SEO as a long-term investment rather than a quick fix, it is much easier to see the benefits this content brings to your business.
Think about SEO like you would a 401(k). When you first start, the numbers you are working with are probably not that large. But, you keep adding small amounts, consistently, over time, and then years down the line, you’ve got a sizable amount of money that has been compounding over the years. SEO works just the same — though instead of compounding cash in a bank account, you are creating a supply of quality SEO content that will be able to bring in a whole lot more organic traffic and conversions.
If we go back to the SEO as a 401(k) example above, other channels — like paid ads — would be more like lottery tickets. You buy a couple and hope that things pan out how you want. These short-term tactics can work out well and get you immediate results, but relying solely on these is not sustainable in the long run.
This is not to say that you should abandon all types of quick wins. These tactics have their place in a marketing plan, and marketers at a growing company have to take risks to hit growth goals. So a long-term investment like SEO will give much more reliable growth to help hedge against the risk of some bigger bets.
A good marketing strategy will include both long-term and short-term tactics. Regarding long-term tactics, SEO is an excellent option because it compounds over time and offers dependable growth. By being patient and consistent with creating your SEO content, you’ll be able to create lasting benefits for your business that will only keep getting better over time.
