I am seem to have ghost written a lot of blog entries recently focussing on Search Engine Optimisation and how it's a fabulous way to boost a website's traffic.
But as Google's algorithms move away from rewarding SEO principles and towards sites featuring the best content - is SEO dead?
In 2013, Google stopped providing data about keyword popularity, which critics were swift to claim signalled the first blow to SEO. Google are concerned that users may get underwhelmed with their search results if the only links they see are those not with the best content, but those using clever search engine optimisation methods, such as repeatedly shoehorning in phrases with top keywords that they know are popular in the search rankings.
So is SEO on its last legs?
In short, no.
The principles of SEO are just as relevant today as ever. A well-organised, content-rich website is a must to get the rights users on your landing page, and clicking through your site.
Also, try looking at Google's missing keyword rankings in a different light: this actually gives SEO companies the ability to report on true metrics, rather than be dictated to by a keyword position.
It's not just about the clever use of keywords: an experienced SEO company who has kept up with the algorithm changes from Google and can promote your website with a full marketing strategy will be worth its weight in gold. Proof of the pudding will be a solid return on investment and burgeoning web traffic.
One key area where SEO companies can add value to your site is by creating content that converts readers into actors; in other words those people who do something on your site. You may want them to sign up for a newsletter or to share a video on their social media outlets to reach more people and gain more followers, the implications of social media marketing are endless.
How can you get readers to stop browsing and start acting? Here are a few tips:
1. Review your blogs
Go back through all of your old blog posts and see if they can be linked to newer posts. Try to prioritise your most popular older posts when you do this as this can help readers find your newer posts. Google also loves it when inside links do this.
2. Revise your calls to action
Check to see what links are generating clicks and change the calls to action on pages where few people act.
One of the main reasons why a page has a poor click-through rate can simply be impatience, so make sure your page load is no more than three seconds. Long loads mean that people will just leave without clicking the call to action.
3. Reinvent your content
For example, turn your blog into an e-book or series of case studies. If you have a lengthy blog post, rewrite it into multiple blogs to increase those inside links and click-through rates.
It's pretty clear that SEO isn't dead, it has just changed, and for the better. Google has just forced marketers to provide engaging, informative and trustworthy content to create the best website possible.
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I'm the freelance writer who gets tech. So, I blog on three core topics:
Science and Technology