"While SEO will always be a good bet for generating long-term value," writes John-Henry Scherck at Renegade Search, "it doesn't necessarily have to be the only aspect of a good digital marketing campaign."

There's no reason to sit around waiting for SEO to take effect when you can bolster your burgeoning optimization program with short-term creative initiatives.

Scherck offers a number of actionable suggestions, such as:

Improve your website. All the traffic in the world does no good when your site—which is, in effect, your online salesperson—can't close the deal. "If your website looks dated, disorganized, and sloppy, first-time visitors may associate those qualities with your actual business," Scherck notes. Conversely, a well-designed site with logical navigation and valuable content will reflect well on your brand's capabilities.

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