Keeping Pace with SEO
Posted 10 May 2013
The web design industry is constantly changing. No sooner has a website design trend or technique become common practice than a radical new solution is being championed. If you want to become an expert, then you’re going to have to commit to learning and unlearning as the industry standards evolve.
The same principle applies when we’re talking about SEO. Whilst it’s very possible to gain a solid grasp of essential SEO principles, understanding and implementing the finer details of search engine optimization is a rather more technical business.
In fact, effectively employing an SEO strategy for your business is particularly complex, because principles that were standard practice a few years ago are now completely redundant.
How SEO Once Looked…
There are numerous ways to improve your SEO results, but in the busy world of business it’s often been easiest to outsource this task to an SEO provider. In return, the SEO provider would find various ways to produce content and links pointing back to your website.
However, this has often resulted in ‘cheap tricks’, with every blog and website owner inundated with spam links that neither add value not relate to their content.
In response to this trend, Google have consistently updated their search engine algorithms so that websites which are not attracting genuine links and interest are not artificially propelled up the search engine results page. Google Panda was introduced in February 2011, and Google Penguin was released in April 2012. These updates have helped to level the SEO playing field. They have also encouraged SEO providers to think more creatively about reaching their target audience.
How SEO Looks Now…
It goes without saying that there is no substitute for organic traffic and links. However, there are various ways that you can improve your SEO results and increase the number of people connecting with your website.
Social media has become a much more influential player in the world of SEO. Google have realised that social media interaction is crucial; much of our online behaviour is linked to our social networking.
It’s also a brilliant way to attract interested people to your company. A thoughtful, engaging social media voice will help you gather an audience and encourage those followers to share your content with their friends and connections.
There is also much more emphasis on content marketing. This quite simply involves producing content that interests your customers and encourages them to continue trusting your brand and buying your products. This can take the form of social media updates, competitions, video and blogging. Content marketing also encourages businesses to think creatively about ways to connect with potential customers that don’t involve trying to sell their products.
Finally, it’s worth saying that whilst a small minority have sought to abuse SEO, it remains a great way to help grow your business. We’d encourage you to develop a Keyword strategy, ensure that you’re producing original content, use social media thoughtfully and find creative ways to engage with your customers.
SEO is always changing, but there’s no reason why you can’t keep up.