The Slacking Spectrum
Be honest: Did you flip to this chapter before you even started your SEO campaign?
Have you been planning to do the bare minimum from the get-go? If you expected us
to disapprove, you’re wrong. Let us reassure you:
And this is especially true if your competitors are doing absolutely nothing in the
way of SEO.
Slacking, as we’re using the word here, simply means taking an honest look at
your time and abilities and determining whether you can put off, or even blow off, a
task or a group of similar tasks. Slacking can be the result of a simple judgment call;
for example, if a task we assigned in Your SEO Plan didn’t apply to your site, don’t do
it. Or slacking can be a path you’re forced to take due to a lack of time, budget, or
Take heart: There’s really nothing wrong with having a slacker mentality as long
as you follow these important Dos and Don’ts about slacking and SEO:
DON’T beat yourself up.
Periodic dips in SEO activity are to be expected for busy
people in dynamic organizations. An occasional bout of inattentiveness to your cam-
paign is common. Dropping the ball every once in a while is no reason to abandon
your SEO efforts altogether.
DON’T slack if your competitors aren’t.
If you are in an extremely competitive mar-
ket, there’s probably no easy way to shirk. You will have to work harder on your
SEO campaign to see changes for the better. Likewise, if one of your sleepy competi-
tors wakes up to SEO, you’ll need to step up your efforts accordingly or suffer the
DON’T blame it on the budget.
Just as you don’t need a big SEO budget to be an
overachiever, you don’t need to slow down on SEO just because you’re low on funds.
Site edits, link building, landing page A/B testing, and competitive analysis—to name
just a few—are tasks that most organizations can do at no extra cost.
DO be realistic.
If you anticipate that you
will be able to devote an
to your SEO campaign, it’s time to think about sharing the load with a coworker or
hiring a consultant. (We gave some guidance on hiring SEO help in Chapter 9, “Month
Three: It’s a Way of Life.”)
Pearl of Wisdom:
Any amount of properly executed SEO that you can muster will bring about
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