What is SEO in 2018?
SEO has changed over the years in both practice and effectivity. While many of us played by the ‘rules’ from the start, the industry was initially ravaged by black-hat SEOs, associating us all in the same trust category as that local used car salesman down the street.
Thankfully, gone are the days where questionable tactics and slimy strategies are rewarded without consequence. Google’s algorithm has grown sophisticated in it’s ability to separate depth from shallowness, high quality from poor quality and relevance from irrelevance. Each of these facets play a major role among Google’s top two ranking factors – content and backlinks. Which makes sense because Google is in the business of giving people what they want – and what people want is great content; content they can share with others.
Google is inching closer to mastering rank offering by deservability. At FOUND, we develop intentional, overarching campaign strategies that aim for this ‘deservability’ with precision.
Does SEO Still Matter to My Business?
Yes! SEO matters as much as it always has. According to a recent article, the average number of Google searches is roughly 2 trillion a year. People still use search engine platforms in abundance and there are no signs that show this is slowing down anytime soon. Equally important, your competitors optimize for search engines. Certainly, while there are many variables that determine the opportunity cost in neglecting organic search engine marketing, it’s safe to say if you’re not serious about making it a serving part of your business, there are always competitors out there making it one for theirs.
In the end you have to ask yourself, how much of your market (whether local, national and/or international) are you willing to give up to your competitors, because you have not developed a search engine presence? Make it your decision to attain this web visibility and market share that should positively affect your company’s bottom line in a passive, self-sustainable manner.
SEO Done the Right Way
Similar to website design and development, SEO has matured from it’s partying twenties up until just a few years ago into a fully functional adult. Terrible analogy aside, SEO has evolved in the sense that it’s no longer about simply ranking for broad keywords and driving insane amounts of traffic.
If agencies are still reaching out to you with the same formulated script of “we can bring you tons of traffic.. TONS!” and their sales shtick ends there, a red flag needs to be raised. Why be concerned with the sales pitch? Well, because there should be more to it than that. The focus needs to be on the quality of traffic. Quality traffic is a healthy stream of qualified, conversion-oriented visitors.