It’s rough out there being an SEO professional. Keeping up with Google and its constantly changing algorithms can have your clients up one day and down the next. To add insult to injury, there are many marketers and web professionals claiming SEO is dead. But is it really? Or is it just misunderstood? We think so and we’re about to tell you why.
SEO Isn’t a One-Stop Shop
The first confusion in SEO comes when people think it will magically solve all your internet marketing problems. It won’t. Rather, SEO is a tool in the web toolbox along with branding, design, content marketing and UX. So while good SEO will help boost your site’s performance goals, it won’t solve all your problems.
Quality Over Quantity
Yes, the age-old cliche even applies here. In the late 90s and early 2000s, marketers got smart with Google’s algorithm and began the shameless SEO stuffing phenomenon. It wasn’t uncommon to see sentences that mentioned the same keyword two times in one sentence. Luckily, Google was smarter, and they began basing algorithms on a number of more quality features such as images, performance and now on quality content.
Man vs. Machine
The hardest thing about achieving good SEO is in finding that perfect balance between talking to both man and machine. If SEO marketers focus solely on the machine, then your content will be robotic, and no one will sit through more than two sentences. On the contrary, if you focus on keeping everything pretty, the machine will have nothing to pick up on and rank. It’s currently best practice for SEO pros and content marketers to write for people first, and then pepper in our SEO secrets for the spice it needs.
Work With Your Marketing Team
Like we said before, SEO is only one internet marketing tool. We work on teams for a reason because it takes an entire team to keep client campaigns afloat. Working alongside designers, developers and the rest of your team will benefit you and your clients as a whole.