Over at Entrepreneur, Jayson DeMers wrote a controversial Search Engine Optimization guide that is technically correct, but potentially misleading to small businesses. His thesis is pretty straightforward: “The happier your users are when they visit your site, the higher you’re going to rank.” Simply put, you don’t need advanced technical skills to do SEO right. Just create great content, lower your bounce rate, and watch your rankings rise.
He suggests that the key to successful SEO campaigns involves six points:
- Great user experience
- Quality content
- Being recognized as an authority
- Social media Marketing
- Building your local reputation
- Using modern content management systems
Those are six great pieces of advice for any SEO campaign. They’re also overly simplistic to the point where small businesses end up a bit confused. Doesn’t every recent SEO article also say, “backlinks are still a major ranking factor?” Are we to believe they will magically appear when great content is produced?
Understandably, people, particularly small business owners, so badly want to believe this is true. After all, it’s easy to believe a lie you really want to believe. SEOs’ jobs would be so much easier if we didn’t need to worry about XML site maps or diagnosing site crawl issues, or earning great backlinks. Unfortunately, the thesis here – that SEO boils down to making your users happy – is true, but it’s not the most immediate issue for many small business websites.
“Ultimately, there’s only one motivation that drives Google: the experience of its users,” DeMers says.
Hey, I wish I could believe that, too. I wish I could believe that Google, in its infinite benevolence, sits around Silicon Valley dreaming up ways to make its users’ lives better, rather than trying to maximize their advertising revenue and coming up with new ways to spin the message that all you need to succeed at SEO is great content, low bounce rates, and happy thoughts. But when I look back on our most successful SEO campaigns, I can think of dozens of technical skills we needed to get that Page One ranking, including great backlinks we earned along the way.
Picking Keywords is Part Science and Part Art
If anyone tells you focusing on keywords doesn’t matter anymore, they are over-simplifying too much. Honing in on the right keywords is still a crucial first step in any campaign, but it involves a lot more than picking out the most searched keywords from a list and a title tag adjustment.
The best SEO companies know how to pick keywords that small businesses can actually afford to target. And that means breaking down the numbers for them, including the cost of PPC campaigns for that search term and the amount of money it will take to see traction on their keywords. If you don’t know how to pick the right keywords and manage expectations, you can easily bite off more than your client-particularly a small-business client who’s depending on you to do SEO right-can chew.
Technical Skills are Just as Important as Ever
Entrepreneur is hardly the first publication to suggest that you don’t need to know coding languages, like HTML or CSS, to practice good SEO. Again, that’s mostly true, but let’s see what Moz has to say. Rand Fishkin breaks down exactly why this is not the end of the story:
“First off, there’s no acknowledgment – and I find this a little disturbing – that the ability to read and write code…can take your SEO efforts to the next level…So being able to look at a web page, view source on it, or pull up Firebug in Firefox or something and diagnose what’s going on and then go, ‘Oh, that’s why Google is not able to see this content. That’s why we’re not ranking for this keyword or term…It’s because it’s loading it after the page from a remote file that Google can’t access.”
Then, there are the regular adjustments that surprise Penguin and Panda updates will require. And yes, most modern CMS platforms make designing and updating a website simpler than ever, but does the average small business owner have the skills to ensure their site is optimized for mobile devices, too? A decisive 83 percent of consumers expect local businesses to have mobile-friendly sites. And with more people searching for those businesses with their phones, anyone who lacks the coding skill to redesign a website will fall behind, and fast. That means you’re failing a very basic SEO test because you lack technical expertise, to say nothing of the more advanced SEO tests you’ll have to pass on your way to Page One.
Just Write Great Content!
Since at least 2012, Chicken Littles have been warning that the “content bubble” was about to pop, raining destruction down on search marketers the World Wide Web over. But, I think most of us would agree that content remains one of the most effective digital marketing strategies in our toolkits, length. Sadly, the content material naysayers are proper about one factor: there may be loads of content material on the Net in 2015.
How regularly have you ever heard the recommendation, “Simply write nice content material?” Once more, that is wishful considering. First, most of the people lack the writing abilities to provide enticing content material on their very own, to assert nothing of crafting the most effective headline and probably the most clickable meta description. Plus, too many individuals disregard that now not all content material is written. Few individuals have the time, talents and need to design an eye fixed-grabbing infographic, produce a video or arrange are living-streaming webinars.
Social Media Advertising and marketing: If it have been Straightforward, Everybody Would Have 10,000 Followers
It doesn’t matter what you have heard, it can be now not sufficient to simply write nice content material. With out an efficient advertising plan in position, that content material will disappear inside hours below a mountain of equivalent content material. This philosophy of search engine search engine optimization specialist appears to observe the Container of Goals strategy to content material advertising and marketing. In case you construct nice content material, they’re going to Tweet it. Nope.
A superior merchandising technique is an search engine marketing requirement. You want a community of social media followers already in location. Plus, you want to recognize methods to successfully market that content material with out getting flagged as a spammer or unfollowed via Joe Fb, who thinks you are posting an excessive amount of: a fragile steadiness for even probably the most skilled web search engine optimization specialist consultants.
Almost certainly, most industry house owners do not understand that in spite of everything the arduous work to construct a powerful Fb and Twitter following, posts don’t seem to be at all times seen to all of their followers. Add “study promoted posts/Tweets and determine the right way to arrange campaigns” to the checklist of technical web optimization abilities.
The Giant Image
At last, it has by no means been more straightforward to trace the implications of an search engine optimisation marketing campaign – if you understand how. With out the expertise that comes from working lots of, even heaps of web optimization campaigns, all that information is solely noise. Positive, that you may write nice content material, decrease your leap fee, and supply a perfect person expertise. However will that can help you establish the issue while you see a surge in site visitors from spammers? Will that permit you to determine precisely why you don’t seem to be seeing any traction on a specific key phrase? No. The perception that comes from managing and inspecting many campaigns concurrently is crucial to troubleshooting issues (and there might be issues).
Conclusion
Whereas it’s genuine that specializing in the person expertise will a great deal reinforce your possibilities of rating, it is usually authentic that this oversimplification is complicated to small companies. A focal point on the tip person will mean you can construct higher content material, which is required for excellent search engine optimisation in 2015. However so is a technical working out of onsite web optimization, and a spotlight to the persevering with significance of one way links.
from Could Be Better | Last Digital Marketing Updates http://could-be-better.esy.es/seo-crisis-user-experience-vs-backlinks.html
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