Those of us in the web design and digital marketing industry have recently been inundated with information and articles touting the death of SEO. As Google makes changes to its platform and functionality the entire industry responds and tries to make sense of the ‘new normal’. If you are not in this industry or an internet geek this all may seem like gibberish to you. You’re probably wondering why you should care. Well, we’ve taken a stab at sorting out the recent developments to help you understand how they will impact your business and your website.
Don’t miss the great infographic at the end of this post
A Little SEO Background
Very simply put SEO (search engine optimization) refers to putting the right words or keywords in place at the best frequencies and densities to ensure that the search engines find your website. And for the record, SEO is not actually dead it’s just changing. As with everything about the internet change happens constantly at a fast and furious pace. Website traffic is now generated from Google search as well as a broadened range of sources including social media, blogs, video, forums, etc.
Content, Content, Content
In real estate we often hear that it’s all about location, location, location. In this evolving internet landscape it’s now all about content, content, content. The single most important thing you need to know is that the content that appears on your website, blog and social media platforms plays an integral part in driving traffic to your website. Yes, all of it. Images too. One of the best articles we found so far on this topic is at Copyblogger.com that discusses Optimizing Content for Discovery and Conversion. They do a thorough job of introducing you to the concept of content marketing.
Two Areas of Focus for Optimization
This new approach of content marketing focuses in two distinct areas: external or off-page and onsite, sometimes referred to as, on-page. The external focus looks at numerous traffic sources such as search engines, social media sites, as well as aggregation and syndication sites like Slideshare.net and various news sites. The onsite focus looks at your website for functional efficiencies like load times, usefulness of content, responsive design and navigation. The two, then work together to drive and convert website traffic.
Content Marketing Strategy
The Copyblogger article lists six tactics you can implement to improve content optimization. And the content that appears on your website, blog and social media platforms should be consistent with your overall online marketing strategy. Does this all still sound a bit overwhelming to you? Does the idea of creating yet another strategy leave you shaking in your shoes? It’s really not that bad. It simply means a change for you and your business, but a change you simply cannot afford to ignore. And you do have a choice: go it alone or give us a call.
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