Experience Gives You Perspective

I’m borrowing my blog post title from a sub-heading in a recent Aaron Wall post on Search Engine Land…here is what he said at the conclusion of his post (including the sub-heading):

“Experience gives you perspective

Many webmasters only work on one site, which gives them few points to triangulate against to understand how search engines change. I have old sites, new sites, small sites, large sites, clean sites and a few spammy sites. Tracking how they perform gives me a better idea of what works than the perspective I could get from just one site.

With new verticals mixing into organic search results there is still a lot of opportunity if you are willing to be creative and take risks. You don’t have to win on every front. Just try a few techniques and stick with the ones that work for you. And, going forward, your experience is going to be more valid than what you read elsewhere because you know the data intimately well.”

This is a very strong argument FOR outsourcing a lot of business functions, including SEO/PPC. Whenever you outsource something to a specialized agency, you are buying into an economy of scale PLUS tapping into a wealth of experience for a fraction of the costs in the short and long term.
Here is how I would restate the first paragraph so it relates to pay per click advertising:

“Many pay per click marketers only work on one site, which gives them few points to triangulate against to understand how search engine advertising changes. I have old sites, new sites, small sites, large sites, clean sites and a few spammy sites that I advertise through pay per click ads. Tracking how they perform gives me a better idea of what could work for my clients than the perspective I could get from just one site.”

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