There’s been so much talk going on about search engine optimisation marketing or SEO in general being dead or that it would not matter significantly to your website’s goals on ranking and ‘searchability’. However, to say that SEO is dead and that it does not matter are misnomers. In fact, SEO is very much alive and thriving as we speak.
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However, there are SEO practices that are actually dead for good reasons. These are practices that do not work anymore today or practices that do work because these are in violation to search engine guidelines. Some of these dead SEO practices are keyword stuffing, keyword hiding, website duplication on different domains and using of spun content to name a few. Gone too are the days of spamdexing wherein search engine indexes are manipulated on purpose. Now that search engines are a lot smarter, the death of these SEO practices works to the advantage of people whose intentions are pure in terms of their website’s success and ranking in the search engines. The playing field in terms of search engine optimisation marketing is equal to all those who wish to participate to say the least.
Today, SEO means having high-quality content and making that content easy to find in search engines. Again, even though search engines today are a lot smarter in terms of filtering great content from the not, it is important that content is written with people in mind and not purely for search engines. Ultimately, optimised content is just half of what can make it great. More than anything, it has to be relevant to the customers you are targeting. If the content is relevant, people are more likely to view your website to find answers. It may not be directly an effect of having good SEO, but the natural inclination of people pulling up your website for viewing can definitely boost your rankings and search traffic. After all, what is optimised content for if it does not bear any significance to anyone?
In the marketing sense, high-quality content means making content that can satisfy customer questions, and converting that satisfaction into an action – a purchase, a sign up to the newsletter, a request for a free quote and some other business outcome. How can SEO enter into this scenario? It enters when it comes to researching and using targeted keywords in your content. This involves the use of reliable keyword tools such as Google’s Keyword Planner that can provide average monthly searches and competition level for a particular keyword.
Aside from referencing keyword suggestions from these recognised tools, writing optimised content means making use of keywords that you think are common terms that people will use in searching a product or a service that you may be offering. Part of SEO marketing is having substantial content published in platforms aside from your website. Article marketing, blog posting, creating infographics and publishing white papers and press releases can help drive traffic to your website. Whether you are at square one in terms of your search engine optimisation efforts or not, maximising what SEO marketing can do for you while making sure that you stay on top of your content writing efforts should keep your website floating in the right direction.