A little over a month ago, I wrote about barriers to entry in the SEO world. This concept is something I think about constantly in my day to day operations in-house – however, it only begins to explain the long term competitive theories that are important to understand as overarching themes that cumulatively make the difference between a number one ranking, today, and a number one ranking five years from now.
Although short term success is all fun and good, true dominance – and big business – comes from having many multiples of our number one rankings represent themselves over dozens of websites. This same idea applies to your own business – you can diversify, find additional traffic streams and build upon client successes by winning and holding those rankings over time – and not treading water or finding current dominance eroding as years progress.
Why do these erosions happen? Surely, many things occur that we simply can’t account for. How heavy will our competitors link build? Will they be the benefactor of incredible technology our efforts simply can’t match? Will Google decide they suddenly want to sell popcorn bags internally instead of displaying our search result? All of these are very possible, but it is these kinds of tremor events that are somewhat random, and should not be included in our short term decision making besides as associated chaos variables. However, there are long term events that given historical patterns, will re-assert themselves – and very potentially, stick a knife in our business efforts. ….
