{"id":2831,"date":"2022-11-10T11:14:00","date_gmt":"2022-11-10T16:14:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=2831"},"modified":"2023-04-14T11:15:59","modified_gmt":"2023-04-14T15:15:59","slug":"patience-is-overrated","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/patience-is-overrated\/","title":{"rendered":"Field Notes #019: Patience is Overrated"},"content":{"rendered":"\n

How long do SEO results take? <\/p>\n\n\n\n

It\u2019s one of the most common questions we get, particularly from marketing executives without hands-on experience in the field. <\/p>\n\n\n\n

If we\u2019re talking to someone with SEO experience, we skip this question. We know, they know: results may vary.\u00a0<\/p>\n\n\n\n

But to executives, we\u2019ll often give an answer that is true in utility, and that is: probably 6-12 months.<\/p>\n\n\n\n

But that\u2019s not true literally. We say this because it couches expectations in the channel for the long term; SEO, half-invested, is going to be a failed endeavor. It\u2019s one of those things you have to commit to, as it has\u00a0increasing marginal utility<\/a>\u00a0(i.e. the marginal costs go down and the marginal benefits go up with increased inputs).\u00a0<\/p>\n\n\n\n

So here\u2019s the paradox: the largest rewards come over the long term, but winning over the long term often requires an urgency that feels impatient. <\/p>\n\n\n\n

To paraphrase, \u201cimpatience with action, patience with results.\u201d <\/a><\/p>\n\n\n\n

I\u2019ve found that, in pitching prospects, I need to do two things: come up with a plan that is extremely exciting over the long term, and eminently pragmatic over the short term. <\/p>\n\n\n\n

In other words, in 5 years this needs to be a major contributor to leads. But in 5 months, we need to see feedback that the plan is actually going to come to fruition.<\/p>\n\n\n\n

This, by the way, is a key to getting buy-in in whatever domain you\u2019re in. When I ran experimentation programs, I had grand visions for the program. But my first few experiments were always on low-hanging fruit, showcasing my ability to actually get results.\u00a0<\/p>\n\n\n\n

In content: come up with a plan that, on a forecasting model<\/a>, can contribute a significant portion of your company’s leads (depends what\u2019s exciting to you, but above 10% of the overall lead attribution for content would be great for many).  <\/p>\n\n\n\n

Then, focus on early results: index on low-difficulty keywords, content velocity, links, and distribution. Publish at 5X the pace you think you can publish, solely focusing on 0-500 MSV terms. Look for feedback signals – are you ranking? If so, you can be certain that with sufficient time and inputs, the tip of the iceberg will crash through the surface, uncovering low-cost leads at an accelerating pace.\u00a0<\/p>\n\n\n\n

But don\u2019t fall for the \u201cpatience\u201d argument. Those who win commit, and even if content is a long game, they play it fast. <\/p>\n\n\n\n

Even as a thought exercise, ask yourself the Peter Theil question:<\/p>\n\n\n\n

\u201cIf you have a 10-year plan of how to get [somewhere], you should ask: Why can\u2019t you do this in 6 months?\u201d<\/em><\/p>\n\n\n\n

It\u2019s obviously unreasonable, but you\u2019ll certainly find a few limiting assumptions and bottlenecks that are preventing your (faster) success.<\/p>\n\n\n\n