I’ve never run a marathon before. I may want to try in the future. My “catcher knees” from years of bullpens and squats during my baseball career have led me to always steer clear of a starting line that will make me spend 4, 5 maybe 6 hours running. In fact, I have always thought people who run marathons are a little bit crazy. I don’t get the fascination with it.
Having to train for 6 months, eat weird gels for energy and then when it’s all said and done, you have to put on what looks like an oversized tin foil jacket that can’t possibly keep you warm… whatever the science is that makes that happen, I can’t and will never understand. This doesn’t appeal to me. Or at least it didn’t.
As 2025 approaches, looking back on the year, I have begun to look long term. I have started to analyze how the little things, the little actions we do consistently, over a long period of time make an impact far greater than any short term successes. So now, I think about marathon runners and contemplate their “why”.
Sure, they get the moment of an incredible achievement being accomplished, dawning the strange tin foil jacket just after crossing the finish line… but there are more benefits there. They have 6 months of training under their belt. Their bodies are in incredible shape and they feel good knowing that they tackled an admirable physical challenge. They showed up every day and organically changed their body, mind and by the time they finally got to post a result from all the hard work, they were in great shape, had a ton of momentum and beyond the short term pain and potential injury, they are healthy.
This is SEO.
I spend a lot of time on assessment calls and one phrase I use consistently is “The SEO game is a marathon approach”. I’m not sure if the statement resonates with people. So I decided to sit and write a blog about it. So here is how I see it.
When you are looking at your business, you generally come to a fork in the road and have to make a decision. Do I want to pay for my leads or do I want to try and obtain them organically through my website? It’s not an easy decision and the reality is that you want to get it right because in order to win, whether you go left or right at the fork, you need to choose wisely. You need to be able to speak to the decision you make and protect whatever money you have in your pocket when you get to that fork in the road.
The facts are, if you decide to pay for ads, whether through Google or Meta for example, you’ll get quicker results. That’s great but it may cost you a pretty penny. Also, once the ad campaigns are over, that’s it. You’re done. You are back in the same spot you were unless you continue to run the ads continuously. Don’t get me wrong… running ads can be a hugely successful way to win and obtain leads. However if that’s all you do, you miss out on the long term digital health and strength that you get when you focus on building a powerful, content filled website.
Do you remember the 1998 home run race? I equate running a successful ad campaign to this… what a time to be alive. Granted I was young for this but I remember it and have relived through documentaries and god do I want to experience something like that again. What am I talking about? Mark Maguire and Sammy Sosa went toe to toe in the single season home run race. It was one of the most exciting summers in baseball history, creating the most anticipated walks to the ballpark the baseball world has ever seen.
Each night these players demonstrated huge wins and shocked people with how far, high and hard they could hit the baseball. They could hit the ball like no one had ever seen before and why? Their physiques were that of Greek gods. They were monsters. People didn’t know how they changed their bodies so quickly.
Now we know.
They were ‘roided up. They both essentially have admitted to taking steroids, changing their bodies quickly, giving them a huge edge on the competition. It was fast. It was effective. It made them a ton of money.
When you run an ad campaign effectively, you're paying to be first right now. So that’s what you'll be… in the short term. Long term? It can work… but you better not miss and you better have the pockets to keep doing it. Otherwise, there goes your budget and you end up sitting there like Mark Maguire, trying to explain what he did to win at the time with no real vision of the future and sustaining a healthy plan to ensure longevity.
The alternative? Lace ‘em up. We’re hitting the pavement - we’re going organic. But what does that actually mean?
When I talk to business owners on assessment calls, I often hear “Yeah, I paid someone to do SEO on my site.” When I ask what that means exactly, their answer is generally they have no idea. The term SEO to me is in most people’s case a mystery term… no one really knows what it means but everyone wants to be in on it because they feel they have to be. So let’s break it down.
What is SEO?
Webster Dictionary’s Definition - SEO is "the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine."
My definition - SEO is how much google trusts the information on your site. If you prove to google you are the expert and have the best information for the consumer, you will rank high and gain more visibility.
To be the best and most trusted, it's a war of attrition. Below is how you win.
1. Start with a Strong Foundation: The SEO Essentials Package
- Custom Page Titles: Unique and engaging titles that incorporate targeted keywords to improve click-through rates and search rankings.
- Custom Meta Descriptions: Compelling summaries for each page to entice users and improve click-through rates from search results.
- H1 Optimization: Proper use of header tags to structure content effectively and enhance keyword relevance.
- Keyword Research: Comprehensive analysis to identify high-impact keywords tailored to your audience and industry.
- Internal Site Linking: Strategic linking within your site to improve navigation and spread link equity.
- Sitemap.xml Creation: A well-structured sitemap to help search engines index your pages efficiently.
- Robots.txt Creation: Precise instructions for search engine crawlers to guide them through your site.
- Google Webmaster Tools Integration: Seamless connection to Google Search Console for insights and monitoring.
- Google Analytics Integration: Implementation of analytics to track traffic, user behavior, and conversions.
- Rank Math PRO Plugin Integration: Advanced SEO plugin setup to simplify and enhance optimization efforts.
With these essentials in place, your website will be ready to compete in search rankings.
2. Ongoing Content Creation and SEO Optimization
Once the foundation is set, the next step is creating and refining content. At Torro Media, we collaborate with clients month over month to:
- Strengthen Existing Pages: Refresh and optimize content on key pages to maintain relevance and competitiveness.
- Develop New Content: Publish engaging, keyword-rich articles, blogs, and pages tailored to your target audience.
- Monitor Performance: Continuously review rankings, traffic, and engagement metrics to identify what’s working and what isn’t.
- Adapt Strategies: Use insights from our analysis to refine and adjust your SEO approach for maximum impact.
3. Leveraging Powerful SEO Tools for Insights
We use industry-leading tools to stay ahead of the curve:
- Ubersuggest: Identify keyword opportunities, content ideas, and backlink strategies.
- Ahrefs: Analyze competitor performance, uncover ranking opportunities, and track your site’s progress.
These tools help us pinpoint areas where you can win and understand challenges that require extra effort.
4. Reporting and Communication on SEO
Transparency is key to a successful partnership. Our team provides detailed reports that include:
- Ranking Updates: How your keywords are performing in search results.
- Traffic Insights: Changes in organic traffic and user behavior.
- Successes and Challenges: Highlights of what’s working and areas for improvement.
We’ll work with you to celebrate wins and tackle challenges, ensuring a collaborative approach.
5. The SEO Marathon Mindset
SEO success doesn’t happen overnight. It requires patience, consistency, and adaptability. With the right strategy and a dedicated partner like Torro Media, you can achieve long-term results that drive business growth.
Like anything in life, if it was easy everyone would do it. Ranking number 1 for anything is hard work. It won’t happen overnight and if you don’t commit to it, you’ll ultimately will fail.
Let us know if you want to lace them up.
