You ask any marketer what SEO is about and he will answer ranking number 1 on Google search results. This is the general concept that many people have, however that is not the case. Every marketer strives to make his brand stronger and have an online presence. Ranking number 1 doesn’t mean that your sales will increase. Google is a smart search engine; it looks for your brand and online presence. Google also puts emphasis on making your site more interesting and engaging so you attract more traffic.
When offering SEO services don’t set your customers up for false expectations. If your customer doesn’t care for a strong online presence but only for the ranking then take my word for it your relationship with him won’t last very long.
I am going to discuss some of the reasons why rankings don’t have the same significance as they usually did in the past.
Personalized Search Results
Google is continuously improving its search engine. Google’s Executive Chairman Eric Schmidt said at the Mobile World Congress, ”Google search will continue to become more personalized, getting away from the ‘10 link’ approach that we see in search results today.”
In today’s world, you don’t just build a website you build a brand. Google has averted from the standardized approach and now focuses upon your online presence and brand. The personalization of the search results acts in the interest of websites with quality content and who strategically deliver it. The recent changes Google has made includes tracing your previous search results to develop new ones, using your current location to provide you with results of the product or service nearest to you and it also ranks the links you have visited multiple times before higher . Personalized search results are a blessing for marketers who use honest ways to create their brand instead of resorting to black hat SEO techniques.
Continuous Google Updates
As I mentioned earlier that Google is constantly improving upon itself to provide better quality and relevant search results to its users. For this purpose it is changing its algorithms which some see as a threat to SEO. These continuous updates are warning those who use wicked ways to get on top.
Google’s Panda and Penguin updates worked to eliminated poor quality content and stop over-optimized websites ranking well, respectively. The Panda update affected 12 percent of the search engine results and majorly impacted the SEO industry. The Penguin update lowered those websites rankings which resorted to black hat techniques. This shows that if you are obsessed over ranking first and want it done quick there is no guarantee you will stay on the top for a time period that will make a difference to your business.
Decision Making Process
I once read an article which stated that the singular focus which helps you in attracting customers online and simplifying your decision making process is SEO = solving problems.
One of the most vital components of the decision making process is which SEO firm to hire? Some big corporations underestimate the power of SEO and don’t want to outsource SEO services and rely on specialized in-house services. They don’t consider the potential cost of doing SEO wrong and sometimes outsourcing proves to be cheaper rather than hiring people for in-house functions. When choosing a SEO company don’t fall in the trap of the one which promises you more than possible or sets you up for fall expectations. Choose the one which is upfront about the length of time it is going to take , which doesn’t offer any guarantee ( with Google updating so frequently guarantee is not possible) and which doesn’t reel you in to sign in a long term contract exceeding a year.
The SEO community is strong and always willing to share their knowledge. One of the reasons SEO has made it this big is because we have access to a lot of information. SEO has an ever-changing landscape and we need to update ourselves frequently. The best SEO strategy is sharing your knowledge, stories and experiences with the SEO community. You share your story and others will comment how it benefited them or they may point out what mistakes you are making. There is always room for improvement.
Website owners need to identify the pages which attract the most traffic and the ones which attract the least. And look for reasons why they have the lowest and highest bounce rates. Always obsessing over rankings won’t do you and your business any good.
About the Author:
Roy is a search strategist and a passionate bloggers works for eBrands. We are one of the leading SEO Company in India.
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