There is occasionally a great discussion to be had on the topic of search engine optimization, and this passed week was no different. There was a discussion started about how SEO isn’t the same game as when it all started some 15+ years ago, and all I could really chime in on that note with would be – of course it has.
In the beginning, search engine optimization wasn’t comprised of more than a handful of tactics really, as the web hadn’t really started it’s cycle of rapid evolution that we see today. The tactics to rank in the beginning weren’t even that difficult to pick up on, a few links from sites, some keyword spammy content and a decently built site and you could push it up the search results in fairly short order. To be fair, those base elements of the SEO world really haven’t change all that much, it’s just the importance of each factor has changed over time, and continues to change. Your content is your most important factor on your site, it always has been and likely always will be, as it determines your message to the search engines. You need to tell the spiders who you are and what you do, in such a way that your message is heard loud and clear. Your site architecture and design is important as well, but it’s as much from a user interaction stand point as it is a search metric these days, as the spiders are pretty good at discovering your site and it’s pages with even a rudimentary navigation setup.
Being an SEO company we’re often met some criticisms when we’re engaging a new client, as it is unfortunately likely that they have been burned by someone calling themselves an SEO, especially in the last couple of years. And the optimization world has changed so much in the last 5 years or so, especially when you start throwing in the rapidly expanding social web and the signals that tie them all together. Having a responsive web design which can detect whether your visitor is on a PC, tablet or even a cell phone these days is also a contributing factor to the marketing decision as you can immediately turn down a highly qualified visitor just by making your site unfriendly to a mobile audience. Search engines measure your value to the results pages on so many additional metrics now, that it’s important to keep them all in balance with your brand image in mind. It is understandably difficult as a business owner to let loose the reins a little and allow a company like Freshtraffic to do what we do best, but your increased online presence is our job. All of the points I’ve mentioned that affect your marketing online are all the important factors we weigh and measure to ensure you’ve exceeded the recommendations for the search engines. Because increased traffic, means increased conversions, which means more business for you and your employees, and we’re in business to bring you business.