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When looking at your SEO campaign, you should deeply consider the long-term effects of what you – or whoever is in charge of your SEO – is doing. Implementing incorrectly can mean short term success with long term fallout. Wise scheduling and long-term focus allows for a long life of success in the SERPs.

Hold your keyword focus. Are you a relatively small outfit that has no short term probability of achieving the most popular one or two word keywords? Maybe so, but that doesn’t mean you should ignore them in the short term. If your SEO campaign is effective you will slowly begin to crawl up the rankings for many of the most competitive terms, and you will soon see ranking for those keywords as a possibility.

If you suddenly switch your link building efforts to focus on these keywords, your link profile will become unnatural. Why does your historical anchor text only have long tail keywords, and then suddenly gets spiced up with these super-competitive terms? An introspective competitor, or Google themselves, could investigate you and notice this, kicking you back down the rankings.

For the most long and short term victories, start using these head keywords now. Your link profile will be as a natural today as it will be in ten years, and you’ll begin to see more success with the head keywords at an earlier date.

Maintain safe link-building methods. Are you buying links? Are you frequently buying links at places that appear unnatural, with anchor text that a real end user would never create? If so, your campaign may have short-term viability, but will most likely suffer in the long term. Maintain a natural link profile at all times and do everything it takes to build links without disturbing the end user, or the engines themselves. Upsetting either can be a death blow to your website and your dreams of ranking #1 for the most attractive of keywords.

Establish a universal company outlook. Half the battle in maintaining the two above strategies is maintaining and establishing the long-term goals with the company administration. If they’re with you in your long-term goals, they will be more willing to lose short-term battles in order to achieve them. Making clear from the get-go that shady short-term practices will fry long-term rankings is your only chance to maintain the campaign with a consistent budget while keeping the website afloat. A division in expectation can create corporate animosity that will ruin morale and lose jobs internally.