3 Reasons Everything You Know About SEO Is Bulls**t! Here’s Why…
There’s a popular TikTok video that says, “What’s something you believe that’s gonna get a lotta hate?”.
Well, this could be that.
But before you start lobbing grenades over the firewall hear me out. 🙇🏻♀️👂🏻
Search. Engine. Optimisation.
Can you see why that is misleading, BS even?
Lookup what is SEO, and this is the typical result you get:
Search engine optimisation (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as “natural” or “organic” results) rather than direct traffic or paid traffic.
The inference is that we as ‘SEO’ Techs, optimise the search engine.🤣
Yeah right! like we have any control over Google or any other search engine. 🙄
Optimise – verb: make the best or most effective use of (a situation or resource).
So what do we have the power to optimise?
The answer is “CONTENT” which isn’t everything you know about SEO, but it will help.
The most important thing we do is to optimise the words and phrases that Google will scan and present to your visitors when someone performs a Google search. Everything that is written on your website, from headings, paragraphs, image captions, product and service information, to digital listings. All the information that is made up of written words is factored in when Google crawls your page and works its algorithm magic on your site. What this algorithm is looking for is information that Google can present back to its search users to demonstrate that your content is valuable, relevant, accurate and can be easily understood.
Expert insight – Our role is to develop an understanding of the rules (& most importantly their boundaries) which then allows us to get creative and test ideas that sometimes have legs & sometimes fall flat on their faces. Ahhh but how sweet the victory when you see those ranking numbers go up & feel like you have had a little win against the search engine giants. And yes, pride in knowing you did it wearing a white hat.
Requirements for a successful CO (Content Optimiser):
- Tenacious & determined
- Love stats & numbers
Let’s face it, you have to have a strong competitive streak & a never say die attitude to get in the ring with Google day after day.
Optimising your Content
Optimising your Content to meet the needs of readers begins with knowing what keywords & phrases they are searching for, then sprinkling in some synonyms. After that, you should research PAA’s so as not to keyword stuff and also answer known questions/answers about your topic.
Optimising your Profiles
Some directories can be a goldmine for your business. If you want the best chance of success, make sure that NAPW (name address phone website) match up EXACTLY with what’s on Google Business Profile! (more about that in another post)
Optimising your Website
Optimising your website is like putting all those keywords you’ve lovingly written into a book, then adding it to the library catalogue, with even more description. If not for this optimisation process people would never find your book because they’re just gathering dust on shelves – unless found by accident.
Let’s clear up Organic vs Paid Traffic
When you look up the meaning of SEO it states “natural” or “organic” traffic as opposed to paid (PPC) traffic, that’s not correct either. The statement infers that there is no human intervention, no optimisation has occurred for your content to appear in SERPS, which means it doesn’t cost anything, right? Wrong!
Depending on the competitiveness of your keywords, the time required to achieve that “organic” ranking can be anywhere from 10-1600 (see flowchart) hours a month. And yes that costs.
(The source of the image is Pickaweb)
Optimisation isn’t rocket science, it’s a methodical process that compounds results with a long game in mind.
As algorithms change & new players enter the game, the strategy & process must change to stay on top.
So, if to optimise means to improve. What’s your strategy to improve the quality of your digital content?
We’d be happy to have a chat and make some suggestions to ensure everything you know about SEO, is the right stuff.