Getting started is relatively easy, but in order to be successful in an especially competitive environment, you need to dedicate yourself to the strategy. You’ll have to acquire new skills, consult the community with problems you can’t solve on your own, and continually scale up the diversity and intensity of your strategies.
The common solution for this is to simply hire an in-house SEO expert who can handle all these tasks. If you can’t, it’s on you to handle them all yourself. Either way, the cost can be prohibitive, especially if you’re an emerging small business. Likewise, spending all those hours doing it yourself can tie you up, preventing you from pursuing more productive activities that can’t be outsourced.
Before you make a decision, you need to know one thing: how much time does SEO actually take?
The Short Answer
Honestly, the short answer is that it really all depends. Every company has its own distinct needs, with different customers, competitors, and individual sets of goals. If you’re trying to rank highly for hundreds of different keywords against heavy competition, you’ll need to spend far more time than someone who just wants a better chance at ranking locally.
This is the objective truth, but because I know it doesn’t help the average entrepreneur estimate times and costs, I’ll also explore more subjective tools for analysis. Just remember that there is no single answer that will apply to everyone.
The majority of the professionals that will read this article are small- to medium-sized business owners, so most of the analysis will best apply to these types of companies. Also, the time estimates given may vary, depending on the scope and strength of your campaign.
On-Site Optimization: Setup
One of the first things you’ll need to do in an SEO campaign is set your site up properly for SEO. That means possibly:
Redesigning the site
Structuring and updating your sitemap
Offering an intuitive navigation, including microformatting
Implementing proper title tags and meta tags throughout
Checking for 404 errors or bad code
Improving site speed
These are actually only a few of the things you’ll need to do. Listing them all would probably lead to a much longer article. Just know that there’s a massive checklist you’ll need to run through, but you’ll generally only need to do it once. There are a few things you’ll need to check on regularly, which I will address later.
Estimated time: 10 to 40 hours, depending on the size of your site and its current condition. This does not account for design and development time for a brand new site.
On-Site Optimization: Ongoing Monitoring and Troubleshooting
Once your initial setup is complete, the majority of on-site optimization management comes in the form of periodic checkups and adjustments.
For example, once a week or so, you’ll want to log into Google Webmaster Tools to check for any crawl errors or duplicate descriptions that have arisen. You’ll also need to regularly update your sitemap when it changes dramatically. These things don’t take much time, unless a problem emerges that you’ll need to solve.
Estimated Time: About three to 12 hours a week, depending on the size of your site and whether any problems arise.
Content development is a tricky area because it’s one of the most fickle. If you’re only writing one post a week, you can get away with spending a couple of hours a week yourself. Trying to make new posts every day in a variety of different formats could easily surpass a full-time job’s requirements all by itself.