In the battle for winning consumer attention, one of the most talked about tactics is Search Engine Optimization.
SEO. You know what it is: the practice of increasing the quantity and quality of traffic to your website through organic search engine results. It’s a necessary strategy for a brand that wants a digital presence.
You also know why you need SEO; because it helps you rank better on Google. If you rank better on Google, you win consumer attention, which means you get more [“free”] website traffic, and that translates into more sales, a larger market share, and a happier [insert-important-company-title-here].
More often than not, an SEO strategy will focus on elements like keywords, title tags, other keywords, meta descriptions, long-tail keywords, meta data, more keywords, link building, and website architecture. And keywords.
Simple, right? Optimize your website to the extreme, kick back, and watch the leads and sales skyrocket. If you use that approach today, you’ll probably see a post-optimization uptick in traffic and sales. But for how long? As far as a search strategy goes, Search Engine Optimization isn’t your most sustainable option.
SEO is important, and there’s a reason it exists … because it works. That being said, SEO and Search Engines don’t work how they used to.
Google crawled, indexed, and searched words. In theory, the more times a word appeared on a web page, the more relevant it would be as a query response. That logic fueled some of the earliest Search Engine Optimization strategies—use the keyword as often as possible and you’ll be number one.