“Do or do not… there is no try “
A close relative of mine was in a legal dispute for custody of her child. The other party had an aggressive, hard hitting, focused woman lawyer. My relative had a weak, confused pathetic excuse of a lawyer who at times acted as if he didn’t really care about the outcome of the case.
The two lawyers weren’t any different when it came to skill, the woman lawyer was quite abit younger and less experienced, but she was standing and attacking when he was slouching and sort of whimpering. She left no stone unturned in gathering evidence and witnesses for her case, (she had a whole group show up at court!). He on the other hand brought 1 witness. She walked tall and confidently, her objections were forceful (always standing when addressing the judge) compared to his weak “your honors”. I think it’s obvious who won.
How this is tied to SEO ( Or Anything for that Matter)
There are two kinds of SEO’s: Those who work just to get paid, and those are doing it because it’s their life. The latter put their very soul into their work and it shows. They are on this planet to win, and they often do. They tend to over perform and they can’t sleep if an important aspect of a campaign is not going as planned. Money is of much less of a consequence to the latter because his work is so good that he rarely has go after clients. He is “on his feet” with 100% focus, building a strong case for his client, and in one way or another he always finds a way to win, in fact he’s almost cursed to win. (I like that quote)
The other one well, there are millions of those in every industry, we know the type, and while they do serve a purpose, you cannot afford to have them managing your website or reputation management campaign. If he or she loses, falls short, misses too many targets and is not visibly bothered and sickened by it, they have NO business managing you campaign.
Don’t look at a persons skill, look for someone with a little fire in their belly. Search engines are constantly updating their algorithms and what may have worked a year ago, may not work today. The job calls for your guy are gal has to be so up to date so as to almost be married to the job!