Why SEO Is Like Investing


During a recent conversation with a friend, I was struck by how similar SEO is to investment planning. People tend to take the same approaches to these subjects, with the most common being; 1. do nothing, 2. hire an expert to handle it for you, or 3. dig in and do it yourself.  Let’s look at each in turn:

Bury your head in the sand.  Obviously, the “do nothing” approach has one key benefit – it’s easy.  Of course, it is also the least likely to yield tangible results.  The most common reasons a person selects this approach are a lack of resources such as time or money, and that it’s too complicated.  Sound familiar?

Hire a so-called “expert”.  Many people recognize that SEO is important and hire an expert to handle it on their behalf.  The challenges of this approach are similar to those you face when hiring a financial planner.  You have to make sure you hire a skilled agent who uses respected practices, you have to ensure the agent understands your goals and has your best interests in mind, and you need to find a way to quantify the value generated by the agent on an ongoing basis.  Not so easy, huh?

Do it yourself.  This approach requires the most effort and can be daunting to many people.  The primary benefit of this approach is that you are in control and can make your own decisions.  Besides the desire to take control, people often adopt this approach because they are excited about the subject, the prospects of success, and wish to enhance their own expertise.  The downside of this approach is that both SEO and investing are complex subjects, and you might make a few mistakes along the way.

So, what does all of this mean?  We can easily apply some tried and true best practices from the world of investment planning to the domain of SEO.  They are:

  1. Get educated.  Avail yourself of the many sources of valuable information.  If you don’t know the basics, you won’t be able to make much progress by yourself, and you won’t know how to evaluate results.  Start by perusing the content on reputable sites like searchengineland.com, and because SEO is constantly evolving, check in regularly for new tips.
  2. Set goals.  Once you’ve gotten your feet wet, set some goals.  A goal might be something like this: Increase my qualified search traffic by 10% by October 1.   You might also use a proxy for this, such as the bounce rate of traffic that originated from search engines.  If you adopt this approach, you could set a goal like this: Reduce the bounce rate of my search traffic by 10% by October while preserving the total amount of search traffic I receive.  This goal describes your desire to improve the quality of your search traffic.
  3. Start early.  In financial planning, it’s good to start investing early because your investments benefit from compounding over time.  In SEO, it’s good to start early because it takes time for your efforts to generate results.  Even if you only do a little at a time, start today.
  4. Diversify.  There are many different elements to successful SEO, and you don’t want to just focus on one of them, like link building.  You also need good, unique content and an outstanding user experience.  It may make sense to tackle one thing at a time, but make sure you cover all the bases.  Search engines change their algorithms regularly, and you want to make sure your SEO success is not strongly tied to any one technique that may go out of favor.
  5. Use available tools.  Use the tools that provide you with insight and guidance.  Seek out tools that are affordable and easy to use and understand.  When you’re just starting out, these tools will help to shape your thinking and should provide you with clear recommendations.  Investment planning calculators serve this purpose in the financial domain.  For SEO, there are options like Alexa’s SEO audit tool and keyword difficulty tool.   With these, you can increase your site’s traffic by finding the best keywords for your site, and optimize its performance using our personalized recommendations to improve SEO, site security and usability.  Learn more by visiting http://try.alexa.com/marketing-stack.

With this approach, you’ll not only take meaningful strides toward reaching your audience and traffic goals, you’ll achieve much greater independence and control over the success of your site.

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  • Sanjay Singh

    nice and informative article. I am going to use these technique for my used car classified site

  • nice blog

  • Jualan Sepatu

    thanks ya

  • It’s easy to sit back and hope that people are just going to stumble upon your website. But that’s just not going to happen. Like investing, learning about SEO takes a lot of work! I’m big into investing…..and can see the long-term down the road benefit. Six months ago, I barely knew what SEO stood for, I’ve come a long way and have a long way to go! But I’m determined to dig in and do it myself. A little grit, a little patience and reading articles like this help me along the way.

  • SEO is still a technology for websites on internet. We can take it as an internet marketing idea or investing for gaining some goals. Very nice blog indeed,,,,

  • Yes SEO is very much important for a business website. Nice Article

  • thanks (:

  • SEO became one of the best weapon to rank over engines thus makes customers. so definitely, SEO is an investment. If you wanted it to bear ‘fruit’, so you gonna work on it.

    Thanks for this article.

    • devonhwindham

      My Uncle
      Riley got an almost new red GMC Canyon just by some parttime working online
      with a laptop. visit their website C­a­s­h­f­i­g­.­C­O­M­

  • Hi Dave..really I like your post thank you my friend.

  • Guest

    What’s wrong with Alexa? All my pages falling, and falling. 50K per day. This Tarffic measurement service is a mockery of every honest webmaster! I declare my faith in Alexa as finished!!!!

  • alphanostrum

    Whats wrong with alexa? All my Pages going down, 50K per day. This Traffic measurement service is a mockery of every honest webmaster! I declare my faith in Alexa as finished!!

  • ALexa is doing good but why start charging without providing any tools.

    • loussaleem

      My Uncle
      Riley got an almost new red GMC Canyon just by some parttime working online
      with a laptop. visit their website C­a­s­h­f­i­g­.­C­O­M­

  • Durgesh Mishra

    You may also use bulk email services to promote your website.All the digital marketing services are provided by digitalaka.

  • Sunil Thakur

    Alexa providing a great deep look to our website how the business is growing day by day and also having great options to see website performance…So i love it so much….

    Alexa Great going,…


  • Muito bom material!!! Estou aprendendo muito com você!!
    Aplicando os conceitos em meu site http://www.commerceweb.com.br

  • tôi thấy việc đầu tư tài chính cho việc thêu 1 chuyên gia seo để làm seo trang website bán hàng cho công ty là rất tốt. tôi đã thêu 1 chuyên gia seo họ đã làm rất cho tôi trang site http://tkngroup.vn
    và tôi thấy những gì bạn nói rất đúng, tôi cảm ơn bạn, bài viết rất hay

  • can said, as installed on my website: http://www.siluj.net/ the Alexa bar in Safari?

  • can said, as installed on my website: http://www.newcouponlist.com/ the Alexa bar in Safari?

  • Long Lê
  • SEO is Important for a business website. Nice Article

  • Hai alexa. . . I am from eduall. . . .I conformed the ownership of my site by uploading alexa verification in our website. . . but till now my website cannot getting alexa rank . . . plz help me solve my issure

    • Hi Edu All,

      Thanks so much for reaching out. Our traffic estimates and ranks are based on our global traffic panel which is a sample of all internet users. If there is no rank it means that few or no visitors from our panel visited your site over the past 3 months, and we do not have enough data to rank it.

      Please see this faq for more information:

      We do have a service (Certified Metrics) that allows you to install an Alexa Certify Code on your site so that Alexa can directly measure your traffic. If you choose, you can show directly measured ranks on your site’s listing. You can also show directly measured pageviews, unique visitors, Where Visitors Go, and Visitors by Country. The Certified Metrics service is available with all of our Pro plans: http://www.alexa.com/plans

      Please let us know if you have any additional questions.

      Alexa Team

      • Thank You For Your Response… 🙂