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When is the Right Time to Invest in Search Engine Optimization?

When is the Right Time to Invest in Search Engine Optimization?

Have you ever been around a dinner table with your friends, enjoying a meaningful evening when that one person attempts a joke or story that falls flat? More often than not, it was decent material but the person in question absolutely whiffed on the mood and timing. If you don’t know who that person was, it was likely you! I’ll confess to being that person every once in awhile.


Like a good joke or memorable story, so many things in internet marketing and business revolve around timing. It does not matter how great something is for business; if the situation isn’t right for an investment, hire, acquisition and so on, the best ideas fall flat like a joke told at the wrong time.
So how does this apply to you, the decision maker of marketing at your firm? Internet marketing and search engine optimization are valuable investments for many companies. However, timing of an investment in SEO will bear marked influence on outcomes. Getting to the good stuff, when is the best time to invest?
The concise answer: as soon as possible.
There’s a sports adage that tells us, “Score early and often.” This applies to many forms of competition, internet marketing is no exception. In the same spirit, investing early and often in SEO is like a 401k. When you contribute early and frequently, the principle of money’s time value and compounding works to build momentum in your favor.
Here’s how it works. Ranking early for terms in your business category means your business will be shared more often, and thus be first in the mind of the customers. Both search engines and customers tend view early leaders with favor. The compounding effect of investments can be seen as brands enjoy substantial and sustainable growth in all performance areas as their category expands. I am delighted to say we view this principle in action daily with our clients.
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Nick Lindauer
Nick is the vice president, client services and operations at Forthea. He’s been working in internet marketing since 2002, when – ironically – he answered an ad in the newspaper. When he’s not at work, he’s off spending time with his family, working on his house, building furniture, cooking on his two Big Green Eggs & brewing hot sauce.

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