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Many self-employed people and marketing managers want quick results from search engine optimization – but this is precisely where a big misunderstanding lies. SEO is a process and not a sprint; continuous optimization and patience are required. If you see SEO as a strategic measure, you can build visibility in the long term, attract more relevant visitors and achieve real rankings. In this article, you will find out why it is worth considering SEO as a process, what the typical pitfalls are and how you can successfully integrate SEO into your marketing in the long term. Well-founded, practical and with a focus on current best practices.
What does "SEO is a process" actually mean?
If you think SEO is a one-off measure like a website relaunch or a new branding – let’s correct that right away. SEO (Search Engine Optimization) is a long-term strategy in which you constantly work on optimizing your website so that it can be found better on Google & Co.
Search engines evaluate websites on the basis of hundreds of ranking factors, which also change regularly. These include, among others:
- Technical aspects (e.g. loading speed, mobile usability, structured data)
- Content quality (relevance, depth, topicality, user intention)
- Backlink profile (quality of incoming links)
- User experience (UX) (dwell time, bounce rate, navigation)
Therefore, SEO is not something you do once and then “tick off”. Rather, it’s about regularly analyzing, adapting and optimizing – step by step.
An interesting article for you: ⇒ “What is SEO”
Why is SEO not a sprint?
Because sustainable success with Google does not happen overnight. Anyone who promises you the opposite is either working with dishonest means (keyword: black hat SEO) or has no long-term strategy.
Google rewards trust, quality and consistency.
Here are three reasons why SEO is a marathon.
1. search engines need time to evaluate changes
Google doesn’t crawl every one of your pages every day. And even if it does see your changes, it often tests how users react to them before rewarding you. Rankings can therefore develop over weeks or months.
2. competitors do not sleep
While you are optimizing, your competitors are also working on their websites. SEO is therefore not a static playing field, but a dynamic competition.
3. google updates change the game
Google releases so-called core updates several times a year, some of which have a massive impact on the ranking. Only those who remain agile and informed can survive in the long term.
What typical mistakes should you avoid in the SEO process?
Many projects fail not because of the technology or the content – but because of false expectations and a lack of stamina. You should avoid these mistakes:
- Optimize once, then lean back: SEO does not work like a completed house. It’s more like a garden that you have to tend.
- No target group analysis : Without knowing who you’re optimizing for, you can’t create relevant content. ⇒ Target groups vs buyer persona
- Focus only on rankings, not on users : SEO is not about being number 1 – it’s about bringing the right users to your site.
- Blind faith in tools : Tools like Sixtrix, Ahrefs or Semrush are valuable – but they don’t replace your own strategy or editorial work.
- Keyword stuffing instead of content strategy : Better a few, well-structured contents than bloated pages with keyword junk ⇒ Content marketing with structure
How can you build SEO strategically and for the long term?
1. start with a solid foundation (technical SEO)
Make sure that your website is technically “healthy”:
- Mobile First
- Clean URL structure
- SSL encryption
- Charging time ‘ 2 seconds
- No dead links or redirect chains
Use tools such as Google Search Console and PageSpeed Insights for analysis.
2. develop a content strategy with a system
One of the most effective measures in the SEO process is content marketing. Pay attention to this:
- Understand search intention : Does someone want to buy, inform themselves or compare?
- Pillar pages & clusters : Create a central page on a topic (e.g. SEO) and link from there to specialized subpages (e.g. SEO audit, on-page optimization, link building). A helpful article for you on this topic: ⇒ Creating a pillar page
- Regular updates : Content ages – keep it up to date.
3. make your content visible (OffPage, SEO & Distribution)
Make sure that your content is linked, shared and discussed. Possibilities:
- Backlink building through guest posts or cooperations
- Share in LinkedIn groups or on specialist portals
- Newsletter marketing
How long does it take for SEO to take effect?
This question is often asked – and the answer is: it depends.
You often see the first noticeable results after 3-6 months. In highly competitive markets, it can take 12 months or longer to rank on page 1.
The key is to keep at it and optimize regularly – small steps lead to big successes in the long term.
What can you do now to get started with SEO?
Here is a roadmap for your entry into the SEO process:
- Carry out target group and keyword analysis
- Check and optimize existing content
- Use Pillar Pages & Wiki – strengthen your thematic authority
- Fixing technical problems
- Measure, analyze, adjust monthly
A tool like Ubersuggest or Screaming Frog SEO Spider can help you with this.
SEO and E-E-A-T - why Google values experience & trust
Google relies on the E-E-A-T quality concept:
- Experience
- Expertise (specialist knowledge)
- Autorevolezza (Autorität)
- Trustworthiness (trustworthiness)
So you should not only write what you know, but also show why you are the right person to write about it.
Link sources, include specialist literature (e.g. Google Search Central Blog ) and present real case studies or customer testimonials on your website.
Q&A - 5 frequently asked questions about "SEO is a process"
As long as you want to be visible online. SEO is not a project with an end date, but an ongoing part of your marketing strategy.
Yes – at least in the form of monitoring, reporting and minor optimizations. SEO thrives on consistency.
Yes, more than ever. Especially in the age of AI overviews, high-quality, trustworthy content is rewarded. SEO is often cheaper and more sustainable than ads. ⇒ Panoramica sull’intelligenza artificiale di Google – effetti sui siti web delle PMI
That depends on the scope. For well-founded, search engine optimized content, you should expect to pay 150 – 300 euros per page of text – or more if the quality is high.
If you have the time and know-how – yes. But in many cases, an external partner makes sense, especially for technical issues, content planning and monitoring.
Conclusion: Now that you know that SEO is a process, a few final words
SEO is not a quick win – but a sustainable path to more visibility, trust and sales. If you understand SEO as a process, you can build real authority in your niche. Start today, lay a solid foundation and keep at it – your rankings will thank you.
Further sources for in-depth study:
- Google Search Central: ⇒ https://developers.google.com/search
- Ahrefs Blog: ⇒ https://ahrefs.com/blog/
- Sixtrix studies: ⇒ https://www.sistrix.de/news/
- Search Engine Journal: https://www.searchenginejournal.com/
If you need individual support for your SEO or content – then simply arrange a non-binding consultation with me ⇒ Contact
SEO for the self-employed – everything you need to know
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