The One-Legged Tan: the Pitfalls of Semi SEO

A little bit doesn’t always go a long way… and ’semi’ SEO is a good example.

A retailer hired me to do Search Engine Optimization on 2 new pages for their site; I researched keywords, edited the content, wrote metacontent, and built links for the pages - all about 2 new products they want to become brand leaders in.

The goal is brand leadership

No part of their site was getting found online - their best showing was on page 7 of Google search results - but the company owners said they didn’t have the budget to get SEO across the entire site… just those 2 pages.

Glowing new SEO pages outshine the rest

I love what my daughter said when I told her about the semi-SEO job: “But you can’t get just one leg tanned!” (Leave it to a teen to use an analogy involving cosmetic improvement!) But she makes a good point..

The few pages that got my SEO services look awesome, especially in comparison to the site’s other pages of circa-2004 style web writing (read “electronic brochure). My sparkling new SEO pages feature:

• More professional writing with integral use of keywords
• More links, both internal and external
• Optimized headlines and images
• Non-spammy, relevant metacontent
• Useability features like bullet lists, etc.

A good tan takes maintenance, or it fades away

If you think that once you get a good tan, you’re done… think again. Constant attention and effort must be paid or your glow will fade away.

SEO is a neverending story. Use it or lose it [good rankings].