Why Can’t You Just SEO My Site?
Most people have heard of search engine optimization (SEO) by now, and most people in business know they need it. However, I’ve found that lots of people only have a vague idea of what SEO is or how to do it. This leads to a lot of misconceptions about using SEO to reach more prospects.
What are you even optimizing when you SEO?
Some of the confusion probably stems from the name itself. Search engine optimization makes it sound like someone is going to tweak Google in order to get your site in that number one position where it belongs. However, SEO refers to optimizing your own site so that it’s more easily discoverable by search engines.
SEO is a process.
The name search engine optimization also implies a one and done kind of deal. Optimize your site once, and you wipe your hands of the whole search engine problem. However, you can’t set it and forget it when it comes to SEO. It’s a process that requires consistent effort over time. In fact, even when you’ve finally landed on that sweet spot at the top of the first search engine results page (SERP), you have to keep working on SEO to stay there.
Search engine bots are better readers than they used to be.
Back in the old days, if you stuffed enough competitive keywords into any web page, you could win the SERP game. However, that resulted in a lot of low quality content, which in turn resulted in a lot of unhappy web surfers. Google and other search engines took complaints of uninformative, lame-sounding content seriously, and they improved the search engine bot AI. Now, bots can tell the difference between keyword stuffing and a good read, which means that sites have to generate engaging content with keywords that appear in meaningful, organic contexts.
Keywords change over time.
That’s not to say keywords aren’t important. Carefully researched keywords are still critical to your website’s success. However, the most effective keywords and keyword phrases are subject to change in response to changes in the world. For example, the keyword phrase “contactless dining” wasn’t even a thing before 2020, but right now it drives traffic to restaurant websites that offer a dining experience that feels safer. An effective digital marketing strategy means adapting SEO to changing times.
What can SEO do for your site?
Search engine optimization is still an important part of any marketing strategy, and it’s something savvy business owners invest in. However, it’s not as easy as plugging in a few keywords. It’s a business process that should be aligned with your goals and adapted to changing market trends. Because it’s a process that takes time, most business owners aren’t able to manage their own SEO. That’s why I’m here with my team of SEO experts and content developers to handle all of your digital marketing needs.