SEO, you see, is a lot like physical fitness. Although everyone can conceivably run a marathon, for example, few people make the effort to learn how and even fewer take the disciplined steps necessary to train for and ultimately finish a marathon.
Does that make running a marathon easy?
No. But does that make running a marathon hard? Not really. Like running a marathon, SEO is conceptually simple (exercise a lot, train with discipline, don’t give up) but practically hard (you have to work at it nearly every day). And, of course, the Olympic champions don’t just work hard, they work smart.
That’s the beginning of the good news.
If you just learn how to work smarter (not harder), you’ll find that SEO isn’t really that hard. And it gets better. For one thing, you probably aren’t really aiming to run an SEO marathon. You’re probably aiming just to “get in shape,” meaning to get to the top of relevant keywords that narrowly fit your industry and/ or your geographic area.
Your more modest goal of helping your business to get free advertising on Google via SEO means only basic knowledge is required, and only modest effort. Indeed, once a small business website is in decent SEO-friendly shape, my guess is about five hours a week on “Internet marketing” will suffice to keep you at the top of Google.
Results vary, of course, as every situation is unique. But SEO is much, much easier than you’d think.
You’re Smarter than Your Competitors
Even better, in most industries, you’ll find that your competitors are not that smart! Most industries are not as competitive in SEO as you would think, and metaphorically speaking, you don’t have to run faster than the bear; you just have to run faster than your buddy! Let me rephrase that. You are not competing against Google! You are competing against your competitors, and they aren’t that much smarter than you.
In fact, I bet they might even be dumber! Indeed, I’d wager that 90% or more of your competitors are doing little to nothing in terms of SEO. If you just make a modest effort, and if that effort is channeled with the effective knowledge I will teach you in this book, I’ll wager that there’s a very strong possibility that you’ll be on page one of Google, if not in the very top positions. If you still can’t get to the first page then you may want to consider hiring an SEO company.