SEO or search engine optimization is a topic that can be confusing and often misunderstood. And the ever-changing landscape of search engine performance and algorithms only adds to the challenge of knowing what’s best for your business. We rounded up some of the most common misunderstandings about SEO in an attempt to provide you with the most important points to take home.
SEO is a one-time thing, right?
Many of our clients come to us thinking that SEO is a one-time thing. They expect to budget for SEO to be set up, plugged in and be done. But as with everything that’s related to the internet of things, it’s not that simple. Any channel that you use for marketing requires more than just maintenance. The best practice for SEO should involve a cycle of testing and re-strategizing that will track performance and allow you to adjust your resources. Search algorithms constantly change so performance will vary. SEO and content strategies are at their best when checked at least annually for their effectiveness.
Maintenance? But I thought SEO was dead!
SEO goes through the same evolution as do many things in our culture. Remember bell bottom pants? Well, the bell bottom part (thankfully) went away but pants are still an important part of our wardrobe. The same applies to the SEO of 5 years ago. You might remember terms like black-hat and gray-hat techniques, which have long been abandoned. Today’s SEO looks very different than it did back then. Complex new algorithms mean keyword optimization and proper site architecture play a lesser role than in the past. SEO has expanded to incorporate significant new initiatives like UX or user experience, conversion rate and click through rate optimization.
So an SEO tool is the best solution, right?
SEO tools do boost efficiency and automation. They are designed to help with writing ads for Google, finding the best keywords for your YouTube video, and diagnosing the health of your website. The more sophisticated tools will analyze every little detail of your website and generate a report about technical issues it finds. However, a tool simply cannot replace human talent or intuition. Becoming reliant on a tool can mean getting too comfortable and narrowing your perspective about your market. No tool can replace the insight of an SEO specialist with a solid understanding of your marketing strategy and goals.
The best solution for SEO? Find a great partner to help you execute your marketing strategy. Part of our job at Evolve Systems is to be that go-to SEO resource for our clients. Give us a call and we’ll deliver the best solution for you.