Back in the early 2000’s, SEO was very important to websites and businesses, but everything changed in 2011 when Google introduced the Panda Update. Now in 2017, no matter what SEO Marketers tell you, SEO is not as important as it used to be. In fact SEO only makes up one quarter of what you will need to compete in the rankings.
What changed in 2017?
Today in 2017, the role of SEO is greatly decreased, but it still matters. Understanding how SEO works currently will still give you an advantage. Google has continued to develop updates and algorithms for its search engine catalogue system that makes keywords less and less relevant. In fact less than 1% of websites actually require keywords now due to their geographic position. Whereas the other 99%, well Google is doing the work for you to a degree.
Their search engine has become so advanced that it can decipher the meaning behind your words and behind the questions your potential customers may be typing into the search engine. It uses that advanced intelligence to automatically display your website in response to search queries that may not even involve your site at all.
Not only should you understand how SEO works, but you should also understand how it’s changed. You should also recognise the dangers it poses by continuing to implement outdated SEO Tactics that no longer work the way it was originally intended to a few years ago. These techniques are not only a waste of time and resources but your hard earned money.
How can I compete, what more can I be doing?
Optimisation Strategies are often covering only Search Engine Optimisation (SEO) which is typically misunderstood as placing keywords and tags everywhere to better improve your search engine score, but it is comprised of a lot more and that is why companies can charge extortionate amounts of money – but are they worth their weight in gold?
Current optimisation strategies need to include more than just SEO. Some of you will already know about SMO, SES and CMO. But for those of you who don’t, allow me to just explain what they are.
Let’s take a look at what the 4 areas of Optimisation Strategies are;
SEO also known as Search Engine Optimisation. This can still play a vital part in how you’re found by your customers but the major part of this is how your website is built and driven.
Note: SEO is catalogued into Local, National, Continental and Global.
SMO is Social Media Optimisation. Social Media plays one of the most vital roles in today’s optimisation strategies, but just because you have a lot of likes or followers does not mean you’re doing well with your strategy. Is your content relevant? Are your followers and likers sharing your content? Is your audience still buying or recommending your products? Search Engines do catalogue social media platforms.
SES which is Search Engine Submission is very important. Making sure that search engines are cataloguing your content frequently, at least once per month. You probably already have this as a service, but is it working for you? SES is quite a difficult and technical process, especially the analysis part to determine the methods applied are working and results are achieved.
CMO is just as important as the rest. Content Management Optimisation is about how you display your content, what your content contains and how often you update your content. It is very important to have content relevant to your field as well as content that can be read by robots (the search engine cataloguing system). This could be as simple as having a blog on your website to share things with your customers relevant to your areas of business.
Some companies who are lucky enough with local searches will always achieve high rankings due to how long they may have had their website or how few competitors they have in the local area.
What is the future like for Internet Optimisation?
It’s uncertain at this stage but with past history it is possible to predict the patterns of change. It is safe to say that keywords won’t completely disappear and may make a comeback depending on future developments of SECS (Search Engine Cataloguing Systems), but things are certainly not looking good for Traditional SEO Marketers.
It is highly likely that Optimisation Strategies over the coming years will be more complex and challenging since Google’s public dislike to SEG (Search Engine Gaming). It is entirely possible that one day search engines will be that advanced that semantic searches will still bring your website in high ranks despite having optimisation ignorance.
It is quite simple really. No matter how much money you have or how many Internet Optimisation geniuses you have, you will never win the battle or the war. It is a never ending process and you should look at efficiency and quality over quantity at this stage. Local companies such as your local web design firm can still provide services as long as they know the current up to date methods to achieve the results you’re looking for and paying for.
Typically we always recommend to our customers to do as much as you can for yourself to reduce the overall costs, or buy a bundle package that incorporates the right strategy for you to achieve your goals. Our support team does have some bright minds who can provide you with help with any Optimisation questions you may have.