How do I explain to stakeholders why SEO can’t guarantee results?

SEO can’t guarantee results because search engine algorithms are constantly changing and influenced by many factors beyond our control, like competitors’ actions and user behaviour. While strategies can improve visibility and rankings, the unpredictable nature of search engines means outcomes can never be promised with certainty.

Understanding the Uncertainty

SEO is a bit like the weather — unpredictable and ever-changing. Stakeholders often expect clear-cut results, but that’s not how SEO works. Algorithms are updated regularly, and what worked yesterday might not work tomorrow. For example, a SAAS company might see its website ranking drop overnight simply because Google decided to tweak its algorithm.

Moreover, SEO isn’t just about ticking boxes. It’s about adapting to the whims of search engines and users. Competitors are always lurking, ready to outdo your strategies. It’s a dynamic environment where guarantees are as elusive as a Cape Town sunset on a cloudy day.

Navigating the SEO Landscape

Explaining this to stakeholders can be tricky, but a few pointers can help:

• Educate on Algorithm Changes: Make them aware that search engines like Google frequently update their algorithms, which can impact rankings overnight.
• Highlight the Influence of Competition: Emphasise that competitors are also optimising their sites, which affects your own site’s performance.
• Discuss User Behaviour: Explain how user preferences and search patterns can shift, influencing which sites get more traffic.
• Set Realistic Expectations: Focus on long-term growth rather than quick wins. SEO is a marathon, not a sprint.
• Showcase Past Successes: Use case studies or examples of previous wins to illustrate potential outcomes without promising them.

By framing SEO as a long-term investment rather than a quick fix, stakeholders will better understand the complexities involved. This approach helps manage expectations while still highlighting the potential benefits of SEO.

The Real Talk

Here’s the thing. SEO’s not a magic wand. It’s a strategy. A damn good one, but still a strategy. You won’t see results overnight, and that’s okay. It’s about playing the long game. Building authority. Creating content that resonates. If you want to improve rankings on Google, you need a solid plan and patience.

Stakeholders need to know this isn’t a one-off project. It’s ongoing, like maintaining a garden. You plant, you water, you wait. Sometimes the sun shines, sometimes it doesn’t. But with the right care, things grow. And that’s where an seo optimisation expert comes in handy. They help you navigate the bumps and keep things moving forward.

So, next time you’re having that coffee chat, be honest. SEO’s a journey. A worthwhile one, but a journey nonetheless.