SEO is All About Engagment
SEO is About more than Ranking
By Jeremy Ashburn
October 20th, 2017
Most SEO Strategists Have it Wrong
In an SEO campaign, it’s all too common to focus entirely on a numbers-driven strategy that is confluent with the rules of the Google algorithm. You may be surprised to hear that this focus is substantially flawed.
Most SEO strategists make it their top priorities to boost rank in the SERP and stimulate traffic, but there are still many essential factors that they’re failing to address. When artificial means are all that are used to achieve the goal, the results are solely metrics based, and actual engagement and conversion is forgotten. In reality, the top priority of any SEO is to connect with customers and deliver conversions, both of which can’t be achieved with the traditional, artificial SEO strategies. Top-ranking search results that don’t engage are worthless.
Does your SEO engage?
Whenever the focus is just numbers, SEO strategists, before beginning any tactic, will consider whether or not it will increase rank in the SERPS and, if found that it does, the tactic is performed. The only problem with that process is that the Google algorithm is constantly changing. Furthermore, it ignores the fact that position is dependent also on the SEO work of your competitors as well as your own, which is completely out of your control. Those tactics usually fall short of authentic engagement, so even if SERP position is elevated, there will be no additional sales.
Let’s use content marketing as a common strategy. SEO strategists greatly believe in the importance of backlinks, hyperlinks on other sites that lead back to your site. The Google algorithm also puts great value on legitimate backlinks. There are a variety of means to accomplish these backlinks. A common one is by creating dozens of short articles that contain backlinks, which are then put in SEO centered blogs and websites. The only big problem with this thinking is that those blogs and websites have been created, not for real people, but just the Google algorithm. This often means that the content is poorly written and so basic in information that it is pretty much useless to an actual person looking for guidance.
Articles like those never lead to conversion, and in fact, could hurt your brand because of a lack in quality. In the end, a strategy like this leads to a short-lived boost in SERP ranking, but no actual sales.
Advice From Fred
The 2017 Google update known as “Fred” was created to penalize any website that contained transparent, low-quality content. Since its creation, a significant number of mediocre affiliate websites, designed only to artificially generate backlinks, have succumbed to drastic dips in rank. This does not mean that SEO strategists should stop using SEO, but simply that the goals of SEO must be redefined in order to have any sustainable value. Providing efficient SEO will mean taking the focus off of numbers-driven strategies that overlook quality content, and shifting it to professional, quality journalism. SEO managers who focus solely on metrics and tactics are out. Managing editors with journalism experience who understand how to engage consumers with interesting stories are in.
This is the new shift in SEO strategy, and it isn’t so far fetched. It will ultimately lead to stronger campaign results and happier consumers. It’s just another great example of the age-old phrase, “quality over quantity.”
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