6 Fundamental Truths About SEO
Are you unhappy with the conclusions of your SEO? These are some facts about SEO you might not have known.
Brands and SEO professionals should take full responsibility for the performance and management of the websites they manage and run.
Bruce Clay, founder, and president of Bruce Clay Inc. spoke at SMX Advanced.
1. SEO must be a strategic initiative in the company
SEO is open to all employees. It begins at the top – all employees must know that SEO is essential and commit to making it a priority.
Your SEO can’t be done on Monday. One person can’t do SEO. If you don’t work on SEO every day, it won’t work.
Every meeting that involves changing the website must include SEO. The room must ask, “How does this affect SEO?”
“How can we improve our website’s quality and operations to generate traffic to the business or meet a KPI? Clay stated that SEO could be a profitable operation for your business if it is committed to doing SEO and you are willing to invest in the long term.
2. SEO should be able to beat the algorithm, not the competition.
It is essential to understand the workings of ranking algorithms. Our job is not to defeat the algorithm. It is a difficult task to beat the algorithm.
Google adds thousands of new search terms every year. Every keyword that you are trying to optimize is a new algorithm.
Your task is to beat the competition.
We can only determine who ranks and what they do. Do they share any characteristics? Do we have any common words?
“I always tell the story of two friends who went camping. They set up their tents. They light a fire. While they’re making a meal, a bear appears. They run down the road. The bear is chasing them. The guy in front does not need to be an Olympic runner. Clay stated that he needs to be quicker than his friend.
SEO is essentially the same thing. There are competitors. You must be better than your competitors.
3. SEO is done correctly cares about content architecture
Search engines must see your website as an expert in your field. It takes concentrated effort to publish authoritative and trustworthy information.
Google prefers content with a clear hierarchy. A drill down is a site that has digital cameras > electronic cameras, while a website about automobiles contains Ford > Mustang. This is known as siloing.
Clay stated that SEO performs better than other search engines because it focuses all information on a particular keyword in one place rather than spreading it across the web. Clay stated that SEO must be a subject matter expert to work correctly. It is impossible to throw stuff on a website and expect it will work.
4. SEO is not supposed to make a pig fly.
Sometimes, SEO alone is not enough to save a website that has been poorly maintained. Website maintenance must be included in your SEO program.
If your website is 20 years old, outdated, or not mobile-friendly, you can’t push the “easy” button to claim that you want to rank tomorrow.
SEO is responsible for taking that pig and working with you to engineer it to become an eagle genetically. You might find something that works. Many people visit us with outdated technology. They haven’t updated their website in five years. They haven’t updated their content in five years. Clay stated that they expect the search engine to reward them for maintaining their sites throughout the process.
The organic search market is fierce. You may be competing against as a team of SEO experts. It can sometimes feel like you are trying to compete with websites that have machine guns, but you only have bows or arrows.
5. Cheap SEO can be a near-death experience
Cheap SEO can have serious consequences. Cheap SEO can cause serious damage. Cheap SEO can’t be effective.
Are you looking for bad advice at half the price or good advice at all? What time will it take to find out what went wrong and how long will it take to fix it? How much will it cost to fix it?
Cheap SEO results in inexperienced people trying to make a profit. They can often be wrong.
Clay said, “Get it done right the first time.” Clay stated that you couldn’t afford to do it again.
6. When Google ceases to make changes, and your competition ceases to exist, SEO is complete.
SEO is an ongoing project as search trends change constantly. The same goes for what your competitors are doing. (Oh, and search behavior.
Google’s goal is to please users by investing heavily in user experience and rewarding trustworthy, expert content.
Clay stated, “when you’re in an environment where search engines are constantly changing and experimenting, it is going to have a key impact on how you rank in search results.” SEO is impossible to master. Search engines have proved it.”
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