March 26


SEO is Inherently Competitive

By Jason Khoo

March 26, 2020


Welcome everybody to another edition of Zupo's SEO Talk and Tea

Today, the conversation is about SEO being inherently competitive. This isn't necessarily a question, but it is a topic I want to go over. I think it really helps you understand what SEO is all about. Of course this is SEO Talk and Tea, so let's go over the tea real quick. Today we have a Pu'Er tea, which is a fermented tea. I drink this probably the most of any other tea. It's pretty strong, but I like a strong taste, and I think it's just relatively healthy. I think it's a placebo I have. I just generally like it.

So let's get brewing and talking about SEO. So again, the conversation I want to have today is just discussing what SEO is and that we need to understand that SEO is inherently competitive, and the reason why I want to bring that up is because I think what happens with a lot of people's understanding of SEO, they think about it in a singular sense. So what I mean by that is when people think of SEO, they think of it in this way. "Hey, I'm going to hire someone to do my SEO. They're going to do some great work. Maybe after six months to a year, I'm going to start ranking on the first page for the keywords I want." Great. That's actually pretty typical of any SEO relationship, I do that for my clients, but I think that's where the problem is, because that's where people stop thinking about SEO.

The reason why I want to focus on that is because, let's think about it this way, when you get ranked on the first page of Google for keywords you want, that's only half the battle, but that's where those people stop, and the reason why I say that's half the battle is because let's say you achieve your SEO goals, you rank on the first page with keywords you want. Something that I think a lot of people don't think about is your competitors who are used to rank on the first page of Google, they're going to notice, because suddenly someone else has overtaken them. So this is kind of where the discussion of SEOs is inherently competitive, is that SEO is like a race. Once you have got to the first place portion of the race of a marathon, you are now first place, congratulations, but life is a marathon and so is business. It's not like all your competitors who used to be in the first spots are just going to lie down and be like, "Well, you know, someone else is number one, I'm just going to stop running and I'm cool with that." That's not what most companies do.

If you're like anybody else and someone overtakes you, you're going to ramp up your own efforts, and that's why I say it's only half the battle. SEO is inherently competitive. Once you rank on the first page, the competition gets worse. You start learning to invest more time and more resources into SEO because your competitors will, and I like to relate it to video games. You have gotten to the final stage, you're playing against the final boss. That's the first page of Google. Everything you have learned prior will hope you compete against this final boss, but you're going to have to try harder, learn new skills and be more innovative to beat the final boss, and that's where SEO truly is inherently competitive. It isn't a one-off homework assignment where, "Hey, we got you. You got out of this maze or you figured out the puzzle, you're done forever!" It's not like that. SEO is inherently competitive. I'm going to say that over and over again.

Once you get to the first page of Google, your competitors will see, they're not going to be happy, they might hire their own SEO companies. If they already have an SEO company, they might fire their SEO company, hire a new one, invest more time and resources into trying to rank, and that's where really the titans fight. We start looking at what are our competitors are doing, how much content they're putting out, how much links they're investing in, what are they doing in the community? What are we doing? Are we on pace? Are we still ranked above them? That's where SEO is inherently competitive. It's a longterm play, a longterm battle, and that's kind of where most success happens, because if you can be longterm and have your plans far out into the future, understanding that this is a marathon, not a sprint, you will be successful.

I have helped many clients who have that longterm view do well, because they understand that getting to the first page is just half the battle. We need to sustain it, build a foundational moat so that we can distance ourselves from our competitors, have a comfortable cushion, then we can start expanding to other SEO battlegrounds, but if you've kind of stopped too early, you get to the first page, you're happy, you never look at it again, you most likely will fail in the future and have to reinvest that same amount of time and energy into SEO to rank on the first page.

So again, my final closing note, remember, SEO is inherently competitive. It's not about just getting to the first page. It's about sustaining it, maintaining that first page, results, and investing the time, resources and strategies to do so.

So again, I appreciate you guys watching this video. This is a concept that I really like to hit on home in every one of my talks and every one of my conversations with clients. SEO is inherently competitive. If you enjoyed today's video, though, I would say please like the video, subscribe if you enjoyed it. I really appreciate you guys taking the time. Hopefully the video was beneficial, and of course, I want to go ahead and enjoy some tea. I hope you guys enjoyed the video, and if you guys liked everything, I hope to see you guys again, and join me for more SEO Talk and Tea thanks guys.

Jason Khoo

About the author

Jason is founder and CEO of Zupo, which is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends catching up on reading and rewatching The Simpsons for the 20th time.

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