Why You Shouldn-t Rely on SEO Alone

If you are into internet marketing you may have recently read many articles suggesting that SEO is dead.
When Google rolls out updates an average of 3 times every year, some say SEO is dead.

We are here to inform you SEO is not dead and it will never die.

SEO is a set of strategies aimed to rank your site higher in search engine result pages when a user types a word or a phrase into the search engine.

SEO is constantly changing

As the users get used to technology, they get better at it. The most recent example is shift towards semantic search.

According to Moz, the semantic search is,

To improve the accuracy by understanding a searcher’s intent through contextual meaning. Semantic search offers more interactive search results through transforming structured and unstructured data into a responsive database. It enhances understanding of search intent, it can extract answers and delivers more personalised results.

In the past we would type “rugs seller Birmingham” into Google, whilst today we might ask Siri, “Who are the best rugs sellers near me?”

An SEO company will constantly change but this sort of change makes the job more challenging.

SEO is important, so why do we say you shouldn’t rely on SEO alone?

SEO is constantly changing.

A strategy that works for a rugs seller Birmingham isn’t necessarily going to work for a tech startup in London.

What to do along with SEO?

Web users perform huge search volumes every month in Google.

As of July 2017 Google owns nearly 80% of search market.

How can your content stand out from 80 million blog posts published every month on WordPress alone?

According to Moz, SEO in 2017 should focus on 4 things such as,

  • Local search
  • Mobile first indexing
  • Video
  • Natural language

In 2016 during a Google Q&A session, Google’s Audrey Lipattsev revealed that content, links, and rank brain are the top 3 ranking factors Google contemplate for organic search.

This is vital information, but it doesn’t say what aspects of those factors matter.

With many practices and ranking factors to consider it can be overwhelming to figure out what matters to rank well.

The reason you shouldn’t concentrate on SEO is simple:

No single strategy helps your business to rank #1on Google.

More factors are being used by Google to determine search ranking.

Instead of chasing the latest updates from Google – you are more likely to succeed using these not totally focused SEO strategies:

  • Make your site is easy to use
  • Figure out who the readers are
  • Follow the data
  • Write for your readers not for search engines

Make your site easy to use

  • Optimise for mobile
  • Avoid popups or popovers on mobile

For pop-up features test A/B testing (size, CTA, copy, colour, time to deployment)

Figure out who the readers are

  • Find demographics data on users (age, gender, family size, education level, marital status etc.)
  • Enable demographics and interests report in Google Analytics
  • Create reader personas
    • First thing is to collect detailed information about who they are – location, age, etc.
    • Second is to include information about what they know, what they want, and what motivates them
    • Last is include information about their behavior

Write for your readers

  • Create a conversation
  • Back up your statements
  • Create detailed posts

Follow the data

What the user wants and what works are frequently 2 different concepts

Look at both qualitative and quantitative data

What are customers telling you?

What do the numbers tell you?

Conclusion

In the ever shifting world of SEO, nothing stays the same for long. Other factors are vital but don’t directly affect the search engines.

Sometimes the data says one thing while a SEO best practice says it won’t work.

There is no such thing as a “one size fits all” approach and it works for all businesses in every situation.

This is the reason why you can’t rely solely on SEO.