Today I’m attending a search engine research workshop run by Brad Fallon in Atlanta, Georgia. My part of this workshop is to talk about how blogging can help your search engine placement, but what I’m actually talking about is whether search engine results placement (SERP) is a meaningful measure of whether or not you’re being successful.
The problem is that there are too many people who are flying at the five-foot level, focused completely on search engine optimization tricks and on daily traffic, daily search engine placement, and daily tweaks to try and suss out the best possible placement. It’s the Internet equivalent of corporations who manage purely for quarterly — or even monthly — financial results. It’s tactics at the cost of strategy, short term trumping long term.
This morning a woman came into the breakfast area, rather upset, and shared that “I’m no longer in MSN search! I can’t find my site in Yahoo at all!” My somewhat flippant response was “Ah, good, now you can relax for a while.”
But it’s not that flippant, because long-term businesses are created by having a strategic view of your site and your online business. It’s about taking a long view, being at 10,000 or even 30,000 feet rather than taxiing on the runway, worrying about the day to day.