Ah, the wonderous world of seach engine optimization. Lovingly referred to as SEO, this analyized, digitized, and confusing as hell aspect of marketing changes faster than marketers can keep up with. As the trends of the internet change, so do the algorithms search engines use to promote content.
Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results.
This never-ending battle is fueled by “The Best SEO Practices” artciles and insights that detail “fool-proof” tips and tricks from the world’s best marketers. But, do they really all understand what makes one article, ad, or campaign truly resonate higher in the SEO rankings, or is it just a hope that they are following the right school of thought?
The recent findings by Moz suggest a complete state of confusion when it comes to the golden path of SEO use. Out of 1,400 marketers surveyed, here’s how the use and vision of SEO breaks down:
- 19% On-site optimization
- 13% Website design
- 12% Analysis of conversions and traffic
- 10% Local demographic-focused content
- 10% Social media development
- 9% Local link building
- 7% “Other”
- 6% Email marketing
The results reveal that no one really has a clear view of what the right tactic is in generating a successful SEO approach. Moz reported that up to 17% or businesses don’t even carry a full-time SEO employee, while only 26% of participating businesses said they did have a dedicated staff member for SEO. To top if off, like a big bad exlamation point, just under 20% of in-house marketers said they don’t really use SEO at all.
So basically, the only thing that we do know is that the right way to tackle SEO is to simply do it. Every business is going to work differently, and every camapign is going to be targeted toward a different audience.
There is no right way. There is no perfect set up, school of thought, or true style. Successful marketing comes from knowing who you’re speaking to, empathizing with thier viwpoints, and fitting the story of the brand into that relationship. SEO is just another tool to get the job done. How you use it is up to you.
Just don’t fuck it up.