What's New With Search Engine Optimization (SEO)
As web content continues to grow, getting found online is more important then ever.
The term
Search Engine Optimization (SEO) and
Search Engine Marketing (SEM) are two distinctly different concepts that unfortunately are often used interchangeably which adds to confusion on this topic.
Search Engine Optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the
"natural" or un-paid ("organic" or "algorithmic") search results.
This is different from Search Engine Marketing (SEM) which is a form of internet marketing that seeks to promote websites by increasing their visibility in search engine results pages through the use of search engine optimization, paid placement, contextual advertising and paid inclusion.
Before you spend any money on SEM, make sure that your site is optimized for organic (free) search engines.
Here are the top essentials you need to know when it comes to SEO:
1. Content is still King
Quality content is still the single most important factor in any SEO promotion. Search engines index sites based on the content found on each and every webpage of the website.
2. SEO is not 100% predictable
Beware of companies promising to “make you come up number one in Google.” No one can guarantee a No. 1 position on Google, or any other search engine. Beware of “black hat tactics” or questionable techniques that can end up actually penalizing your site and blacklisting it from search results.
3. You do not have to submit your site to 10,000 search engines and avoid companies or services that tell you to do so.
4. SEO is not PPC (pay per click) and while PPC is useful in generating increased traffic and visits, conversion rates are normally low and they stop the minute your “pay” stops. A well designed and executed SEO campaign may take longer to generate results, but it will continue to grow exponentially over time. Once you organically rank well, you will have a better ROI and revenue than the paid campaigns.
5. Not rocket science—but a moving target
SEO requires an analytical assessment of your site along with specific recommendations and tactical changes. Once changes and updates are made, their effectiveness can be monitored. Search engines do change the way they look for information. A good plan along with frequent monitoring and modifications can go a long way to helping your site come up in search engines for specific terms.
There is a growing demand for more relevant and personalized search results. That means your content needs to adapt. Search engine algorithms are beginning to pay more attention to date of publication, geo-location, mobile device browsers, past behavior and social media content.