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First Page Placement Isn’t A Goal, It’s A Process

When you go to an organic SEO company, you want the same thing that everyone wants — you want your website to get traffic, and that means getting your website placed on the first page of Google SERPs for your chosen keywords. But that vaunted first page placement isn’t something you can attain. At least, not in the sense that once you’ve attained something, it’s yours to keep.

SEO is more like natural selection — there is always a very real danger that your predator of choice will be outstripped by something faster, stronger, or smarter than your beastie. Every website that wants to rank is (or should be) constantly in the process of adding new backlinks — new more authoritative, more relevant, more powerful backlinks. In fact, in many ways the race to attain a first page placement is little more than a contest to see whose backlinks (and on-page SEO) is stronger.

Back off, and you’re toast. Someone who wants that keyword more than you do will hire a keyword analyst and a link tracker, figure out everything that you did right, and then do it just like you did only 15% larger. If you’re not on top of your game, noticing the up-and-comer and using his own tricks against him, your first page placement will rapidly become a third page placement, and you can kill your traffic goodbye.

Of course, not every keyword is that hotly contested. Some low-competition keywords can actually be pretty easy to stay on top of — but unless you find one of the rare ‘traffic bubbles’ that is getting lots of searches but not a lot of competition, you’re not going to get a lot of traffic from the keywords that allow you to sit pretty at the top of the list. (And those traffic bubbles always pop sooner than you think they will, too.)

If you want to target a keyword that gets solid traffic, you’re going to have to hire someone to work their butts off in order to get your site on the top of that pyramid. Then you’re going to have to keep paying them to make sure you can stay there.