Have You Noticed How SEO Has Changed?
I’ll be celebrating my fourth year anniversary with All Web this month and it just reminds me how SEO and how we do SEO has changed over those years. My goal with SEO clients has always been to provide them with the best possible service and results given the SEO climate at the time.
SEO is a constantly evolving phenomenon, perhaps more than any other digital marketing service. I’m learning every day and doing my best to provide the best return on my clients’ investment. I want higher traffic and sales, but it’s something I can never guarantee.
Let me tell you how my approach to SEO has changed over the years.
Data Driven SEO is Key to Success
The hardest part about SEO is developing the best approach to take with a client. Should I develop their web content first, perhaps long-form blogs, work on the technical aspects of the site such as page speed, or a little bit of everything.
Data has always been an important aspect of determining if our efforts worked, but now it helps us understand where to start. SEO used to be somewhat formulaic. Today, I use data, site audits, keyword analysis, Google Analytics, Search Console and more to determine the best place to begin.
Where would your site get the best bang for its buck? The site audit tells me if there are any major common SEO issues such as duplicate content, page errors, etc. These are often items I can fix quickly and impact the overall SEO of your site.
Google analytics tells me where your traffic comes from such as Google search, Google ads, Bing, referrals from other websites, etc. I can see trends over time to see if your Google search traffic declined or improved. I can see what pages people visit and if you’re a company looking for regional customers, I can see what cities people came from.
Data is more important than ever in creating an SEO program that fits your needs. What is good for one site may not be good for another. I use this data to create a specific plan for you. There’s no cookie cutter SEO here. It’s not automated. It’s just hard work.
Content is King…What Does That Mean?
Google has always loved content and placed a priority on it for years, but how that content impacts your SEO has changed. When I first started, it was all about the more content the better. You needed more blogs, more web copy and plenty of keywords.
The format and subject matter were less important than having proper keywords embedded in it. As a former journalist, I’ve always put quality above quantity, so I was ahead of the curve compared to many SEO professionals of days gone by.
Today’s content has to be smart. The Google algorithm is all about the customer and finding something that fits their search needs. When Google bots crawl your site, they’re looking to answer a question or provide information about a specific subject.
Google’s constantly tweaking its algorithm to better understand the search intent of its users. Content isn’t just words on a page, it’s vital information to educate, entertain and enlighten.
I write blogs and other copy with a specific goal in mind. I write to specific audiences. I write to solve specific problems.
It’s a Mobile World We Live In
Perhaps the biggest change SEO has experienced since I first started is the focus on mobile search and now voice search, too. Four years ago, mobile search was becoming the go-to, but many people focused on desktop.
Mobile search soon trampled desktop. Google made mobile-friendliness a ranking factor as well as page load speed. Websites clamored to create mobile websites, responsive websites and adaptive websites in order to not get dinged by Google.
When Google made mobile first indexing the norm, desktop search became even less important. Mobile dominance has placed even more importance on technical SEO and user experience. Thankfully, with responsive designs, SEO is simplified. With responsive, there’s no need to make changes on multiple sites.
We now optimize for voice search, as well. People talk to Siri, Google, and Alexa and ask questions. My job is to answer them.
Experience the New All Web SEO
As my anniversary quickly approaches, I want to invite past clients and those who’ve been on the fence to contact me about SEO services. I won’t throw endless graphs at you or try to scare you with a digital doomsday.
I’ll talk to you and discuss what I think would be the best options for your site. My goal is to help your business. Whether you’ve been around for a decade or just opened up last month, SEO is important and we’re here for you.
If you want to learn more about SEO or want to chat, feel free to shoot me an email at firstname.lastname@example.org.