Getting started is relatively easy, but in order to be
successful in an especially competitive environment, you need to dedicate
yourself to the strategy. You’ll have to acquire new skills, consult the
community with problems you can’t solve on your own, and continually scale up
the diversity and intensity of your strategies.
The common solution for this is to simply hire an in-house
SEO expert who can handle all these tasks. If you can’t, it’s on you to handle
them all yourself. Either way, the cost can be prohibitive, especially if
you’re an emerging small business. Likewise, spending all those hours doing it
yourself can tie you up, preventing you from pursuing more productive
activities that can’t be outsourced.
Before you make a decision, you need to know one thing: how
much time does SEO actually take?
The Short Answer
Honestly, the short answer is that it really all depends.
Every company has its own distinct needs, with different customers,
competitors, and individual sets of goals. If you’re trying to rank highly for
hundreds of different keywords against heavy competition, you’ll need to spend
far more time than someone who just wants a better chance at ranking locally.
This is the objective truth, but because I know it doesn’t
help the average entrepreneur estimate times and costs, I’ll also explore more
subjective tools for analysis. Just remember that there is no single answer
that will apply to everyone.
The majority of the professionals that will read this
article are small- to medium-sized business owners, so most of the analysis
will best apply to these types of companies. Also, the time estimates given may
vary, depending on the scope and strength of your campaign.
On-Site Optimization:
Setup
One of the first things you’ll need to do in an SEO campaign
is set your site up properly for SEO. That means possibly:
Redesigning
the site
Structuring
and updating your sitemap
Offering
an intuitive navigation, including microformatting
Implementing
proper title tags and meta tags throughout
Checking
for 404 errors or bad code
Improving
site speed
Improving
security
These are actually only a few of the things you’ll need to
do. Listing them all would probably lead to a much longer article. Just know
that there’s a massive checklist you’ll need to run through, but you’ll
generally only need to do it once. There are a few things you’ll need to check
on regularly, which I will address later.
Estimated time: 10 to 40 hours, depending on the size of
your site and its current condition. This does not account for design and
development time for a brand new site.
On-Site Optimization:
Ongoing Monitoring and Troubleshooting
Once your initial setup is complete, the majority of on-site
optimization management comes in the form of periodic checkups and adjustments.
For example, once a week or so, you’ll want to log into
Google Webmaster Tools to check for any crawl errors or duplicate descriptions
that have arisen. You’ll also need to regularly update your sitemap when it
changes dramatically. These things don’t take much time, unless a problem
emerges that you’ll need to solve.
Estimated Time: About three to 12 hours a week, depending on the size of your site and whether any problems
arise.
Content Development
Content development is a tricky area because it’s one of the
most fickle. If you’re only writing one post a week, you can get away with
spending a couple of hours a week yourself. Trying to make new posts every day
in a variety of different formats could easily surpass a full-time job’s
requirements all by itself.
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