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Looking Back on the Key Lessons of 2012

December 31, 2012

2012-search-marketing-lessons

2012 is coming to a close. Thankfully, the world didn’t end and SEO didn’t die. But that’s not to say that this year wasn’t a challenging one. Beyond all of the Panda/Penguin algorithm updates, unnatural link slapping and knowledge graph expansions, these are the key lessons I learned in 2012.

1. OK is simply not good enough

Standing still, or settling for something that is just OK should never be an option. If that ever becomes the case, then it’s time to pack up and move on.

As search marketers we always need to be innovating, adapting and pushing for more and better; be it relevant and effective content development, optimized page mark-up, or the integration of search and social techniques. This is the rule, not the exception, if we are to stay ahead in this ever-changing landscape.

2. Don’t let reputation cloud your judgement

In this industry, there are many well-known and talented agencies and personalities. But don’t let the reputation of an agency or person make you believe that you’ve found the instant, perfect client-agency partnership. Sometimes there may be a mismatch of cultures, other times there may be a mismatch of size and scale; you may find you are too big for a small agency to serve effectively, or you may find that you are too small for a big agency to really care about.

Make sure you test the waters first, before jumping straight in. If all goes well, then scale it up. If things don’t work out, then don’t just hang about hoping that things will get better. Sometimes it’s best for both parties to go their separate ways.

3. Trust your instincts

As search marketers, we are lucky to work in a very data-driven environment. Decisions are always clearer when you have supporting facts and data. However, some situations call for decisions to be made where data is lacking, fuzzy or even non-existent. Curiously, I’ve found this to be the case more-so this past year. In such cases, it is important to trust your experience and instincts, and never sell yourself – or your program – short.

Here’s to a happy and successful new year to you all!

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From → Search Marketing

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