Search Engine Optimization is a game that requires patience and a plan. It’s very unlikely that a new site will rank highly for a sought-after keyword, especially in a highly competitive industry.

Last year I took on a new site that wanted to compete for a page one spot for the phrase ‘Security Guards’. The initial keyword research made it clear this client was not going to compete for that term, and I persuaded the client to try for a lesser term and build up over time.

We developed a year long plan to achieve security guards london. But on the way to achieving it, we’d first go for the easy ‘SIA Licensed Guards’. And then build toward ‘London Security Guards’.

We’ve achieved the first goal, and will soon achieve the second. The search engine credibility required to get this far has put us in a better position to achieve the main objective (currently on page 3).

This approach is useful for the client because it allows him to see a quick win, which lends credibility to the overall plan in his mind.

It’s also useful for the optimiser, because it improves the credibility of the site to the search engines. This provides a platform from which to achieve the next goal.

In this case, we’re on track to achieve our goal in less than a year. But you never know with SEO! Sometimes you take a step forward, and then jump 2 steps back. That’s where a long term SEO plan is essential. It helps keep both the client and the optimiser on track.

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