12 Actual Facts About Search Engine Optimization
Search engine optimization has become the core marketing channel for most businesses today. When considering SEO, think of it as a long-term strategy as opposed to a quick solution for your lead generation and sales efforts. Research shows that more than 90% of internet users utilize search engines to locate what they’re searching for, whether it be services, products or simply basic information.
The next twelve points provide a framework, philosophy, and methodological approach to the SEO question that is solid and efficient, while also providing valuable insight into the business of search engine optimization itself.
1. Content. Content. Content.
Professional, efficient, and optimized copywriting is the primary and most crucial element in every search engine optimization campaign. Search engines rank websites by the content that is found on every page on every site. By having a solid knowledge of grammar, language and research, an SEO can discover and maximize the market’s focus. With this knowledge it is possible to move a website to the top levels of “SERP’s” (Search Engine Results Page) in a methodical as well as ethical way.
2. Analyze Web Data
Make sure to measure everything at a minimum, and after that, check the results. Although I’d like to acknowledge that a lot of the processes that comprise the optimization of websites are more of an art than a science, it is essential to apply a rigorous approach to the outcomes of search engine optimization efforts. This is accomplished by keeping track of and analyzing the a vast array of data from a website. There is no shortage of software to aid in the process; however, at a minimum, it is necessary to keep a watch on visitors and their activities while they are on the website. Whatever the plan is, it’s mostly theoretical until proved by the data. This is only measured through comprehensive data analysis.
3. Rankings Can Never Be Guaranteed
Companies who boast of such feats will either be optimizing for very broad search terms or terms that have low search volume and competition. With that said, it’s safe to assume those making these claims are not being truthful with their claims. The alternative is that they’ll likely use some “blackhat” tactic that will soon disappear in an upcoming algorithm update.
4. Some SEO Claims are Plain Ridiculous
Many new and unexperienced marketers turn to places like Fiverr only to stumble upon some of the most ridiculous offers. There is no need to submit your website to places that claim to submit your website to 50,000 search engines and directories. The individuals that provide these kind of services are usually not reliable at best. Recent statistics show that more than 90% of search queries originate from Google. Not to say that Google is the only place to connect with your audience, but it’s the place most often turned to by internet users. The second most used search engine on the globe is YouTube, so businesses should try to include video marketing into their marketing mix as well. Our experience has been that it is not worth the time, effort and resources to focus on sites that offer little to no link equity or traffic.
5. Search Engine Optimization is Not Pay-per-Click
Although no one can dispute the efficacy of generating more revenue and traffic through an effective pay-per-click campaign. The true reality is that conversion rates are usually very low, and they stop the second you stop paying and end your campaign. Suppose you have a well-planned as well-executed search engine optimization campaign. In that case, although it may take longer, they will continue to increase traffic and actually grow even after the effort is completed. In many cases, we have observed that after the complete optimization of a website, only minor changes are required on a regular basis, mostly related to new content, products or services. A good strategy is to use PPC while strengthening your SEO.
6. Search Engine Optimization isn’t witchcraft, druidism or shamanism
SEO does not require the use of specialized chants, ceremonies, rituals, or pagan acts. Even though there are some who love to yell during a full moon at times, the search engine optimization process shouldn’t be some mysterious practice that cannot be shared. There is nothing in SEO that cannot be learned and applied with a significant amount of time, effort and patience. A trustworthy digital marketing company will provide you with an item-by-item breakdown of exactly where the money is going. Be cautious if you feel an uneasy atmosphere or inability to answer your questions. Although there are some technical aspects that require an understanding of the background but if you have a basic understanding of the whole situation, an explanation that is simple should be easy to find.
7. Do-it-yourself Search Engine Optimization
You can certainly begin your SEO campaign and then choose a reliable SEO company to optimize and develop it. Some of our clients perform certain aspects of their SEO campaigns themselves or have in-house employees who are dedicated to performing certain tasks. This only happens after thorough analysis of a website’s targeted search terms and a clear explanation of the methods and techniques that will be used for getting higher rankings on SERPs. At this point everyone will have a clear direction as to who should do what and when. These initial discussions are followed by a comprehensive planning of strategy ideas and techniques. After this, our clients are able to implement or have their in-house employee carry out task simultaneously.
8. Phased Implementation
Many companies invest thousands of dollars monthly on search engine optimization. Phased implementation is a different option that can pay dividends for you in higher sales and leads without the large initial cost. The most important thing to consider is to choose a reliable company to handle the initial assessment and then recommend several optimization plans. With this approach you’ll want to start with the areas where you can potentially receive the quickest wins. This way will also be less expensive over the long term regardless of the desired results. After reviewing the plan and creating an affordable budget, you can follow the plan as your finances permit.
9. Keep in mind the old saying, “If it sounds too good to be true, it probably is”
This is never more apparent than in the field of SEO. Although tangible and quantifiable results will always be derived from an effective and well-thought-out optimization plan. The Internet is crowded, and everyone wants to be at the top. Be aware that a steady increase in your efforts over time will put you in front of the competition. Many digital marketing companies over-promise and under deliver. The old adage, “Caveat Emptor” (Buyer Beware) couldn’t be anymore true than it is with SEO. There are many skill levels to this industry and numerous inexperienced digital marketing agencies enter the market daily, looking to make a quick buck.
10. A thought to consider
What’s at stake in the battle for the top spot is the very existence of your site, your company, and possibly even your reputation. Stay away from shortcuts or less than ethical methods that a company may suggest to help you with ranking. After all is said and done, you, the business owner, have the ultimate responsibility for the company or person you choose to hire. Make sure you know exactly what the strategy is, and the actions being taken to execute it. Suppose you find it to be, at the slightest suspicious, request and receive an explanation. In this instance, the answer is not bliss, but it could be the start of the end for your company.
11. Not All Links Are Created Equal
The relevance to your business and your website’s subject matter, as well as the quality of incoming links, determine how important they can be for your position in the rankings. With Google beginning the trend, it’s nothing new, and the vast majority of other sites following closely the days of taking every inbound link, however possible, are over. Not only will poorly ranked or unrelated inbound links not be helpful, but they could actually result in the issuance of a penalty. Link farms, free-for-all link schemes or automatized link accumulation tools, or any other trend that fails to carefully check the websites and links that they’re coming from can eventually create much more damage than benefit.
12. More than figures and facts
The connection between a digital marketing company and a business, brand or entity could be one of the most intimate business relations. To be successful, a SEO company should be aware of not just the figures and facts related to the business but also some of the vision and goals of the principals of the business. Things that don’t typically come in a prospectus are frequently valuable when looking in search of what’s the “right fit” into the intricate web of the Internet. Some of our clients ask, due to the frequency of our phone calls and emails during the initial stages, “Am I your only client?” I typically laugh and reply something similar to that until I am able to understand your business nearly exactly as much as you, then yes, you are the only person that matters.
