J Gibbs recently emailed me with the question: “so how long does this SEO stuff take?” J is a client of mine. He was not upset, or being snarky. He genuinely wanted to have a feel for how progress was to be made.

Good search engine optimization takes an investment in time. Too often, our society has the expectation that we ought to be able to just do some “dark SEO magic,” click a button, and we done. Boom! That is just not the case. The game played with our search engines changes all the time. We are also competing against all the other businesses that want the same business.

If you are a small business, try investing 30 minutes a day in adding good content to your site, blogs, articles, videos, etc. Add links to your site. Make good use of social media. In time, it pays off. If you don’t want to invest the time yourself, find someone to help you.

In the healthcare It world, and I suspect other IT worlds, we have used a process for years to evalute how well our optimization efforts are working.

1. Set a clear goal for what you want to accomplish. You should know how many people have to visit your site to generate one sale. You should know how many people need to visit your site every day. Step one may be this easy. Step two may be to get analytics on your site, so you do know how many are coming.

2. Set a plan on where you want your business source. Good analytics can tell you how customers got to your website. If all your business is coming from Twitter, let’s say, and you are doing all your optimization on some obscure website that is not in your demographic, you are wasting time.

3. Decide who you want to target: Age, Sex, Income, all that. Do research on where your demographic is spending time online. Target some of those places for SEO. Do some testing to make sure you are getting return for your time investment.

4. Implement a plan based upon your testing.

5. Measure the results. Zero based thinking applies here. If something is not working, change it.

6. Adjust or optimize your plan.

So, you can continue to improve this process through the old 4 step plan: measure, report, analyze, optimize It will be worth the time you spend, if you put metics to your process.

Ray Province

Ray Province is an IT programmer in the healthcare industry and owner of Celtic Ozark Solutions, an IT company that specializes in website development, SEO, and social media marketing. You can reach Ray at celticozarksolutions@gmail.com or @celticozarkian on Twitter.