SEO requires an investment of time – and usually monetary resources – to achieve results over time.
Because SEO is a longer-term investment than other digital marketing channels, it can have hidden challenges, issues, and costs.
These issues can impact performance and push the opportunity to break even and become profitable on the investment further into the future.
Unfortunately, many companies and organizations have been burned. The rime and resources invested in SEO were wasted due to specific aspects of the process, people involved, or business challenges that derail even the best-intended campaigns.
Here are eight specific ways you can waste money on SEO without even knowing it. Being aware of each and taking action can help increase your chances of success.
1. Not Defining Goals up Front
I hate it when I hear about SEO professionals talking about one set of metrics and business executives or owners talking about a different one.
It can all sound good up front. But relationships go sideways when things are left open-ended or assumed.
Make sure every stakeholder understands how “performance” is defined whenever money is