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Crazy Expectations: SEO Isn’t Magic, People

Posted by Melanie Phung on Wednesday, May 2, 2007 at 9:50 pm

Little story from a week and a half ago: On Friday we launched a new flow for one of our subcatalogs; the first time an entire section of the e-commerce flow was designed with SEO specifically in mind. (This included things such as page titles, breadcrumb structure, markup, etc.)

On Monday I’m asked what we did wrong that prevented us from being on the first page for searches on those product names.

Good Gawd! Those hundreds of new pages got indexed over the weekend. In many cases we’re even ranked in the top 100 results for searches on those products. That’s all you should be hoping for at this point.

We even found one example (of a four-word term) where we ranked on the first page for the name of a product.

And I’m asked what we did wrong?!

Apparently “expectation management” is what I’m doing wrong.

Comments (2)

Category: search marketing

2 Comments

Comment by Michael Brito

Made Monday, 7 of May , 2007 at 1:54 pm

Hey Melanie…this scenario sounds so familiar to me.

Indeed, “expectation management” is something I need to master as well.

Comment by Melanie Phung

Made Monday, 7 of May , 2007 at 6:27 pm

One of the “hazards” of having previous projects succeed is that it breeds the assumption by others that you can recreate that success with the snap of a finger. What people are forgetting is that it took a while to show results the first time around.

I constantly have to remind my coworkers that things like proper architecture are simply a foundation for proper SEO — granted it’s a significant foundation, but it’s not magic.

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