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    Positioning is a very important marketing channel, no matter if you run an e-commerce store or a small local service site. If you want to attract organic traffic, i.e. potential customers to your site, without a basic knowledge of SEO, it will be difficult for you to operate effectively and efficiently.

    SEO on your own - does it make sense?

    What if you don’t have the marketing budget to hire an SEO expert? There are a few simple SEO tricks you can implement that will help you operate more effectively.

    You can SEO your website yourself – but it’s important to remember that SEO is a long-term game. It takes time and effort to see results. It requires that you stay on top of the latest developments to compete with your competitors. This may require you to give up other more important functions in your company.


    On the Internet you will find a lot of advice about SEO. From webinars, videos to articles and online training. It can be tempting to try to save some money by SEOing your site yourself. But the truth is usually that SEO is quite complicated and constantly changing. Most people who try to do SEO on their own often give up without seeing real results from their work. As a result, they waste time and money, achieving little effect.

    You must know that SEO requires constant attention and you should constantly work on it and improve it. If you have the time to do it – go ahead, but if you don’t – it’s better to hire someone who does it every day, and makes a living from it. You can focus on running your business, and leave SEO to the experts.

    If you like to do everything yourself, you won’t be able to scale your business. Probably, you won’t become an expert in any particular field either. Keep in mind at the same time that SEO is an ongoing process and you will have to keep up with constant changes if you want to see further results from your efforts.

    Where to look for SEO knowledge?

    There are many sources to help you learn more about SEO. Even search engines such as Google have their own resources, such as  SEO Starter Guide, dedicated to beginning SEOers or website owners.

    In today’s world, people in the marketing industry are eager to share their knowledge. As such, you can find a lot of great information on sites like Moz, SearchEngine Journal, Search Engine Land and Marketing Land. You can also check out online courses. Such SEO courses are offered by a number of agencies and freelancers. Overseas, for example, these are offered by DigitalMarketer (Search Marketing Mastery), HubSpot Academy (they’re even free) or Matt Diggity (The Affiliate Lab).

    And if you’re looking for more in-depth marketing advice or case studies, you can check out private blogs (such as Koray Tuğberk), webinars (such as those hosted by Senuto, Whitepress, Linkhouse or Contadu) and podcasts. There are also SEO communities that you can meet live at barcamps or conferences. There are also, of course, SEO groups on Facebook. Both Polish and foreign ones.

    Positioning takes time

    Positioning is not a quick fix. SEO is a long-term strategy that requires constant attention and effort. The good news is that once you get started, it gets easier and easier over time.

    You’ll likely see SEO results within a few months, and you’ll be able to further optimize and adjust your efforts as you continue working on SEO.

    Why is SEO important?

    There are many factors that affect a website’s search engine ranking. SEO is the process of optimizing all such ranking factors. I have already written about, what affects a site’s position in Google In a nutshell, the key factors are your site’s content (content), structure, links and how well your site is designed and coded (collectively referred to as user experience).

    If you don’t have an SEO strategy, it’s quite likely that you’ll be writing and creating content for nobody. First you need to know what potential customers will be looking for, then you need to prepare a content structure and plan, then create a website and start creating relevant articles. At the next stage, you can incorporate a link building strategy into your SEO.

    SEO as part of marketing

    SEO is an important part of any marketing strategy, but it’s only one piece of the puzzle. You also need to focus on other channels, such as paid advertising, social media and email marketing. This will give you synergy and results from the beginning of your brand.

    The most important thing is to create a well-developed marketing strategy that includes all the channels that are relevant to the operation of your business. Make sure that you are always testing, analyzing and refining these strategies so that you can continuously improve your performance and compete in the market.

    The most important thing is to make sure that you have a well-developed strategy.

    Why positioning is difficult and requires a lot of time?

    It is difficult to keep up with the ever-changing direction and trends of SEO. It often takes a lot of time and effort to see any results from SEO. That’s because SEO is an ever-evolving “art form,” and search engines are constantly changing their algorithms to provide the best user experience.

    Some of the recent changes that have affected SEO include Google’s move toward semantic search. It may be interesting and worthwhile to examine the importance of social media signals. In order to stay ahead and successfully compete with your competitors, you need to constantly educate yourself on these latest changes and know how they can affect your website.

    SEO requires different skills

    There are many different aspects and departments of SEO, from website optimization, competitive analysis to link building. It takes a lot of time and effort to properly address all of them.

    It takes a lot of time and effort to properly address all of them.

    Additionally, SEO also requires knowledge of a number of tools and techniques that help optimize a website, increase its visibility or analyze search potentials in given topics. Without this, it will be very time-consuming to analyze the competition, plan a strategy and eventually achieve results. Improving your site’s position on search engine results pages (SERPs) for a specific keyword can be accomplished manually, but positioning today requires a holistic approach and a look at the entire site.

    Beyond all else, the cost of tools (such as aHrefs, Majestic, SemrushSurfer SEO or ScreamingFrog) is significant, especially if you are running several or even one project. Sometimes, against the odds, you can save money by enlisting the help of an SEO expert.

    Positioning requires long-term efforts and a plan

    And finally, SEO is not a one-time effort – it’s an ongoing process that must be constantly monitored and refined to produce the best results. This means you need to actively commit time and resources to maintain high Google rankings and visibility for your site. All of this takes time, which is why SEO is not a one-time activity.

    Conclusion: can I do my own SEO?

    If you run a local business, you can do your own SEO. As long as the competition in your niche is low or at a similar level of expertise, it is possible to get decent results from doing your own SEO.

    If, on the other hand, you are running a medium or large company, it is usually better to hire an expert and focus on running and growing the business. A basic SEO strategy will not be enough for effective online marketing when there is already solid competition in a particular industry.

    It’s not enough.

    In this case, it makes sense to work with an SEO agency or freelancer. I wrote about the differences between an SEO agency and a freelancer in a post. Even with a lot of competition, you may be able to SEO your site on your own, but it will require a huge and ongoing investment of time in learning SEO, and possibly giving up your current tasks.

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    Piotr Starzyński
    Piotr Starzyński

    Hello! My name is Piotr Starzynski and it's a pleasure to meet you in the SEO industry. I have been officially working in SEO since 2006, while I have been working in analytics for several years. I have about 400 analytics implementations for client websites, hundreds of SEO projects and dozens of analytics projects for mobile applications. At Up&More, I am responsible for the Search Engine Optimization and Web Analytics team. If you feel like working with me, I invite you to contact me!