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SEO = Relevance and reputation

The last 18 months have seen a great deal of debate and discussion about search engine optimisation (SEO). We have witnessed many old school agencies finding themselves, and their clients, in deep water through overly aggressive paid link building, guest blogging and other low-grade SEO techniques.
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So, with all this recent thrashing about by so-called industry experts, what has been the conclusion of what works in SEO? What is the secret search engine optimisation formula? Simple answer: There is NO secret formula. There never was. A great and sadly potentially last (SEO) post, by SEO expert Jill Whalen makes this point.

I liken this constant chase for a short-cut; a quick fix; a follow the herd mentality, to the many amateur investors who assiduously follow investor forums on the Internet. It’s like that children’s TV show, hosted by the sadly departed Mike Reid: Runaround. Think – ‘The blind leading the blind’. What has transpired over the last ten years in the world of SEO isn’t too dissimilar. When one apparent SEO expert came to a conclusion about what Google wanted, many jumped on the same band-wagon(s), extolling the virtues of this or that new ‘thing that we must be doing to rank highly’ to their eager clients.

What Google wanted, wants and has always wanted is that web masters, business owners and SEO gurus design their (clients) websites as best they can, NOT for Google but for their users – the searcher. Taking this approach will always succeed in the long term. It is SEO driven by Relevance and Reputation which will increase visibility and drive online conversion rates for your product or service.

What wins, every time, in the field of search engine optimisation is doing the right things, over a sustained period of time. Don’t engage in ’SEO tricks’, or quick fixes. And, out of interest, try not to trawl around investor forums populated by people who mostly don’t have any insider knowledge, and often don’t know what they are talking about! In summary, to achieve long term success in SEO you need to focus on the following three elements. Always has been; always will be:

  1. Design client SEO strategies, programs and content with the user – the searcher – at the centre (NOT Google);
  2. Always be driving the two key objectives: 1. Relevance 2. Reputation; and
  3. Sustained effort – Perseverance. “I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.” Steve Jobs.

Paul Brewster is a proprietor eapb Marketing Consultancy.

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