There’s continuous talk and complaints about SEO, some claiming that it’s dead. SEO is dead. Just kidding. But aren’t you getting sick of hearing that? There are always claims that the latest Google update is going to destroy any sort of strategy that ever existed, but the people that push that sort of talk usually just want traffic to their blog post/an article illustrating the point.
People have even claimed that SEO doesn’t work. Oh. Well, it’s 2012 and we’re optimizing content for search engines. Sounds like SEO to me, and guess what? People even want help doing it. The reality is that SEO isn’t going to fade away into nothing, but it will evolve, just like any good piece of technology. Here’s why SEO isn’t going anywhere:
1. SEO Is Profitable
Google is still driving a serious amount of traffic through search. Therefore, a massive amount of money is at stake. Where there’s money, there will always be competition and a willingness to spend money to win.
2. SEOs Bridge the Gap
SEO best practices aren’t intuitive (know rel=canonical? Explain it to someone who doesn’t know a thing about SEO). There will forever be a need for communicating best practices to those who don’t live in the SEO world. Rather than viewing search algorithm changes as a threat, view them as an opportunity. A company’s reliance on your knowledge will grow as search engines continue to change the rules. You’re an asset. Embrace it.
3. SEO Speaks to Customers & Prospects
Developing strategies aimed at scaling keywords across an organization digital landscape will always be important. It’s also important to remember that keywords aren’t an SEO thing, they’re a marketing thing.
The first rule of communication is to speak to your audience in a language they can understand. Keyword research is really user research into how language is most often used by a prospective and present customer base relating to your content topics, services, and products. Hint: do not ignore this.
4. SEO Works For The User
Activities related to SEO are also beneficial to the user experience:
- Keyword research and content relevance
- Meaningful, keyword focused page titles
- Specially crafted meta descriptions with keyword focus
- Proper spelling
- An easy to use site with keyword optimized global navigation
- Social media integration to follow a company off-site
- Pages are error free
- There are no broken internal links
- Internal content linking to the most relevant pages when applicable
- Click path analysis to help improve the user experience and reduce bounce rate
- Elimination of duplicate content
- The use of analytics to help improve site performance
- Optimization of both videos and images for indexing and meaningful, keyword optimized titles
- Ensuring that out of date/discontinued pages redirect to replacements
- Reducing page load speed wherever possible
SEO Will Be Around For Years To Come
The larger the company, the harder it is to do these things on a consistent, ongoing basis. It requires a focused effort, and requires a guiding hand that ensures activities are executed properly.
With search evolving and becoming fragmented into hyper niche channels, and as voice based searching becomes more prominent, there will always be a need to understand the technology behind the searches. Searching technology will always need to be able to find, process and interpret the data and information it’s looking for. These protocols will still need to be communicated to businesses and sites that want their information to be found.
It’s always important to understand the language that potential and present customers are using to find you, and for you to ensure that your keyword strategy scales across the entire digital landscape.
So, is SEO dead, dying, or stronger than ever?