Most websites can benefit from some forms of SEO because it’s often overlooked at the development stage. There’s a knowledge large gap between the many of the below professions which can have an impact of how well a website performs in the search engines and for users.
- Graphic Design
- SEO / SEM / PPC
- Content Strategist
- Web Design (aesthetics)
- User Experience Management (U.X)
- Clients aspirations (Disjointed)
- Web Developers (Technical)
- Content Management Systems (C.M.S Generic)
- Marketing (Experience)
- Google’s Requirements (Changing)
This goes far beyond the technicalities of SEO
We are all seeking to do different things related.
So we need to adopt a design process that works together to deliver websites that aren’t solely created for search engines. They need to put the user first.When we consider that the purpose of search marketing the objective is to deliver targeted visitors that ultimately complete a conversion.
Whether that be lead generation, e-commerce, engagement or direct sales. Part of our goal is to deliver our message to the audience that supports this process.
Search, PPC Email and Blogging are within the reach of most business, our strategies must consider the wider context of our search marketing to deliver meaningful results.
When we look at Content Strategy, most SEO practitioners see this as beyond S.E.O and more of a Marketing and Branding function.
The term ‘Optimisation’ needs boundaries and Google making that clear, ‘we need quality content’. But good content is tough to create; it often needs an entire team to build.
Most digital marketing practitioners all have different views on this and plus internal departments. I try to forget how often I’ve heard people say,
“I don’t like that image”
“That needs to go on the home page”
“I want a button there”
Engagement of content at an organisational level provides the opportunity to help build a brand that everyone signs up to. Rather than us in S.E.O protecting the keyword density and ranking factors of a page or an entire site. We need to build our brand strategy around researched content first.
We need to work with stakeholders within the brand to better understand the brand identity aspirations and goals being sought from an organisational perceptive.
It’s not enough to say: we just need to be optimised as the number 1 provider within our sector, that way we’re seen market leading.
“Real companies do real company stuff” (Will Reynolds Seer Interactive).
The real stuff that companies do is what we optimise for, that’s what creates a communications strategy.Content must deserve to rank and rank for quality and not for on-page keyword analysis that chases the long-tail with the view of gaining lots of little wins.
Our content online needs to deliver, to the right audience at the right time and it should help us generate revenue, after all that’s what we’re in business for.
The content we create needs to add value to the user experience.
We now live in a world where our messages transfer across the digital eco-system such as:
- Localised results
It’s tough to create content within a brand that connects with clients across multiple verticals. We now live in an age where S.E.O is evolving beyond the technicalities of page-rank, internal and external links. This is being driven by the changes in the new Google ranking factors and updates being refreshed every month.
Times will only get more challenging, as we’ve seen the ‘Panda’ update refresh up to 4.2 already and becoming a core part of the Google Search Algorithm.
The future is content focus material that is shareable across the entire social spectrum online. Without the immediate need to over-optimise for traffic and keywords.
As the saying goes:
‘Build it and they will come’.
As newer channels are growing and developing such as Mobile, Social, Clouds and App’s we need to keep ahead of what people need and want by constantly researching and testing our methods. Also considering how the content is best served to our target audience.
We have a responsibility to our clients to ensure that the changes and recommendations we make will be sustainable in the long-term and don’t focus on short-term gains for keyword positioning as a sign of success.