Beyond knowing what the letters SEO stand for, its importance and what constitutes an optimal outcome of search engine optimisation, I know little about this essential dark art come science. That is what sets me apart from the people who send you those emails promising brilliant SEO results – I know what I don’t know! I have worked with many SEO gurus and in my experience – they promise big and deliver small, or as a friend often suggests – ‘they promise the world and deliver an atlas’. They secure a substantial retainer and then demonstrate that their skills at collecting fees and using jargon far outweigh their skills at driving qualified traffic to your website.
That said – you would be justified in asking – if I know so little about SEO, what am I doing writing about it and chairing a business that specialises in it. The answer to the first question can be found in the first paragraph above – I know how important it is, and I can recognise optimal SEO when I see it. The answer to the second question is also simple. I ensure that the business I chair employs people who know just about all there is to know about SEO and have the attitude and capacity to deliver, on time, to budget and specification – on every project – without using jargon or trying to blind their clients with science. The thing is SEO has changed what it used to be in the past.
Let’s talk then about the importance of SEO. Here are some statistics you should know:
I think it is safe to suggest that search engine optimisation is essential.
Highlighting the importance of effective SEO, it is worthwhile considering the following:
While it might be necessary, SEO is also neglected by many businesses. Consider:
I think it is safe to say that small businesses do not take SEO seriously enough.
The reason that most SEO consultants are a waste of space is that SEO is easy to talk about and hard to do. Consider:
One of the aspects of SEO I find most interesting in 2020, is local search. Consider these statistics:
Many businesses I come across the need to look very closely at the huge opportunities that can be found in an effective local search strategy.
A trend that is really starting to take off in 2020 is voice search, which requires a very different approach to the standard search. Consider:
Voice search is the way of the future, and I didn’t mean the distant future. It is happening now!
The three things I dislike most about SEO consultants are:
Jargon and quasi-science reflect a lack of understanding on the consultant’s part. A sound SEO strategy might produce some results in 3 months but takes 6 to 12 months to work effectively. The only way to deliver optimal results from SEO is to develop and implement a strategy that is integrated with the overall marketing strategy – with a rationale being provided for each element of the strategy. Transparently and knowing what is being done and why is essential.
Search engine optimisation has worked brilliantly for me – but only when I engage the right consultant. Look for people who don’t try and bluff you with jargon and science – but rather work with you to develop and implement a strategy.
SEO is both an art and a science. What it need not be however is an excuse for platitudes, jargon and blinding clients with science. To understand more about engaging the right SEO consultant – or even how you have address SEO better in-house – contact Thomas Matthew at DQ Australia. He talks plain English and knows that all you want to do is maximise the return on your investment
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