When you plan your search engine optimization efforts, do you do it for the long term or the short term? Most search marketers do it for the short term.
Short-term SEO can be characterized by a list of do’s and don’ts on your search company’s list of best practices. They are essentially a list of things to do today so that your website ranks next month. But they don’t account for eventual search engine algorithm changes. They are essentially based on a follow-the-crowd mentality.
Long-term SEO is different. It doesn’t concern itself with what everyone else is doing. It just does what makes sense and what will ultimately make sense five years from now.
For instance, a short-term SEO strategy usually leads to broken links and bad website navigation. Long-term SEO, on the other hand, takes into consideration how a user might navigate several hundred web pages on your website before those pages have even been planned. It takes into consideration the taxonomy of web pages and puts together an intelligent web design plan that will make as much sense next decade as it does next week.
So I’ll ask again: Is your SEO strategy a long-term strategy or a short-term strategy? How many times to do you want to build that website?