For business owners and executives who are on the outside looking in at the process of search engine optimization, the sheer number of philosophies and details can seem overwhelming. Although a few core concepts remain constant, the ways that Google and the other engines evaluate sites and determine listings is always shifting. That means best practices are changing constantly, as are the tactics being used by your online competitors.
In that kind of environment, it can be difficult to keep up. But, does good SEO really need to be so detailed and confusing?
The quick answer is both “yes” and “no.” On the one hand, the ever-shifting state of ideas and algorithms means that your strategy has to change and evolve on an ongoing basis. But on the other hand, search engine optimization is still relatively simple when you get down to the nuts-and-bolts level.
Here are three of the most important reasons why search engine optimization is still relatively simple:
1. Small changes in search engine algorithms are nothing to worry about. Although every change to a search engine’s formula is treated as big news, the reality is usually that only a certain number of websites are actually affected. And what’s more, they usually tend to be sites that have relied on gimmicks (like low-quality article marketing) for years. So, if you’re building a quality site with lots of great content and trustworthy links, you probably don’t have to worry too much about the minor details.
2. Content and links go hand-in-hand. Marketers tie themselves up in knots worrying which is more important: having good articles, blog posts, and other pages, or getting links from other sites. You could probably make a good argument either way, but that overlooks the fact that the two almost always go hand-in-hand. The better content you have on your pages, the more reason there is for other bloggers, webmasters, and business owners to link to your site. It’s not an either/or proposition.
3. Building strong search profile is a gradual process. The fact that search engines (and search behavior, for that matter) change over time isn’t a big deal if you are building the site that you expect to grow for years to come. If you take the long view, then small changes, setbacks, and “quick fixes” don’t matter nearly as much. Coincidentally, that’s also the very best way to build a strong website and a thriving online business.
The next time you find yourself reading about SEO, and feel overwhelmed by the process, remember that it doesn’t have to be so complicated. As long as you understand the basics and have a strong SEO marketing partner working on your behalf, you have everything you need to stay ahead of your competitors – on Google or elsewhere.
Edward Kundahl, Ph.D., M.B.A.
Ed can be reached at (or visit his websites)
855-943-8736 ext. 101