• http://roadturn.com/ Don Sturgill

    Excellent, Erin … and timely. I have been engaged in a conversation about this very thing … with an array of both believers and non-believers. You pegged the sure way to tell whether or not an SEO team is of value — stop the work and see what happens. I don’t advise that, but hey … it takes what it takes to get a slurp of the SERP.

  • Zeeshan Ranjha

    Very nice Erin.

  • Mik Pam

    I really liked this article but I suspect it might not just be the lack of doing the right things they may have been dinged by the updates as well. With that said I do concur not doing anything is definitely the wrong direction to take after so much effort.

  • Daniel Law

    Thanks for the case study and great article Erin.

  • http://twitter.com/designaustralia Design Junction

    This is a great post Erin – Thanks. We have had similar experiences with clients who fall into complacency mode and eventually find that their website traffic has been adversely affected by not staying focussed on long-term SEO goals.

  • http://www.ezmaal.com/ hyderali


    Your post always seems to be good & exact to the point. Definitely, a link builder must first answer all the questions you’ve pointed out & then only build links. Already, people are suffering due to penguin & if we don’t build links with caution now it will be a major setback for us in future if google announce any link algorithm update.

    BTW, have you heard some kind of zebra update? Talks are going on in forums, community etc.

  • http://twitter.com/erinever Erin Everhart

    I’ve heard some the speculation and hushed whispers about it and how it’ll aim at social activity, but haven’t seen any effects or heard anything official.

  • http://twitter.com/sharithurow sharithurow

    Great article Erin!

    I have lost count with the number of clients who had initial link building (for a new site or redesigned site) with great results but did not continue the link building process. And then the clients wonder why their search engine traffic wanes.

    I swear that some people honestly believe we sprinkle magical fairy dust on websites…validation has always been a part of SEO. It’s an ongoing process.

    This was a sorely needed article/reminder for those who still believe in the fairy dust.

    Thanks so much!

  • http://www.brickmarketing.com/ Nick Stamoulis

    I tell all my clients exactly the same thing! The downward slip won’t be immediate, and it won’t be obvious…but it will happen. Link building is a forever commitment. Once you stop you’re bound to start back sliding.

  • http://www.lucidbusiness.com/ Jeff McElyea

    Erin…you mention that people need to understand how much money they are going to need to accomplish the things you suggest. I’ve had that conversation a 100 times, and the response usually goes like this:

    Client: “It’s going to cost WHAT?” There’s no way I’m spending that much.
    Me: I understand the cost may be suprising. I wonder how much it will cost your if you DON’T do this…

    This goes to your point. You have to do these things. If your site is live, so is link-building (and other SEO/SEM efforts). The minute you stop, so does your site.

    Thanks for a thoughtful and informative post.

  • Deboti Chowdhury

    Good one Erin. Link building is not something that we will do once and then sit back and watch. It is a continues process.

  • Mario Wilson

    I love your analogy about the abs. I often get asked, “when I start ranking well, will the monthly cost of seo go down?”. My response is simple, “That would be like your gym membership going down because you’re now in shape. You have to keep working out to STAY in shape.” Great insight Erin!

  • http://twitter.com/Locanto Locanto Classifieds

    Hahaha love the last part. Thanks for the waker-upper.

  • http://twitter.com/SEOWebGirl SEO Web Girl

    Great article and so true. Often times we do just take “orders” from our clients, but in the end it is our name the clients remember when things don’t pan out they way they expected bc of things THEY wanted or didn’t want that were important. It’s not easy when your clients are clueless about how SEO and social media really work and then they are the ones dictating what to do. Asking WHY is so simple, yet so important. THX!!