If you are or have been running a company you know what I’m talking about when I say that it’s always about risk. All business models, all marketing channels and almost everything when it comes to business has a certain amount of risk and a certain amount of rewards. Changing the brand of the toilet paper in the office bathroom can improve the happiness of some employees and there is always a risk that a few gets upset because they liked the old one.
As with everything SEO comes with risk. At any certain level of investment you can chose to turn the dial to higher risk and reward. It goes the other way too, if you still want high reward but low risk, you need to up the investment. This usually seems to be a very complicated little exercise both for SEO buyers and SEO consultants. Let me give you an example.
When working with the long tail we always have to consider the Panda nowadays. If you have a site of a certain size and strength, you know that you can always get a little more traffic by writing an article with very targeted headlines, titles etc. So you do that, you sit down and write a piece on “How to drink a glass of milk” and believe it or not, you’ll start getting milk drinking traffic. The only reasonable thing for a person with only this information is to keep writing articles like that and keep increasing traffic. What you need to be aware of is that at the same time you’re increasing the risk of getting bitten by the Panda.
This is valid in link building as well as in content, it’s valid in how you structure your site and in all possible aspects of SEO. It’s easy to think that you don’t want any risk at all but that is a very weird way of looking at it. When you invest money you can always chose the lowest risk/reward at the bank by putting it all in a savings account. The only problem here is that the .5% interest you’re getting is never going to make your company succesful. You need a reasonable amount of risk and this is why you want a really good SEO.