The phrase “SEO Is Dead” has been around for many years. Whenever some drastic changes occur in the industry, the proclamation that SEO is out of business comes up. I know, I’ve been in this crazy industry since 2000.
Recently the phrase is popping up again quite frequently because of the major updates and upsets that Google has been presenting these past couple of years which are really surfacing in the last few months. So, it’s no surprise to me that I opened Google News yesterday to see another article titled “SEO Is Dead.” But, always curious, I had to take a few minutes to read it and I thought I’d share the author’s (Andrew Edwards) take on the matter.
1) He is basically saying that SEO may not be the answer for all business websites. At least not like it used to be. That aspect is true. SEO hasn’t been THE ANSWER to website traffic accumulation for some time. It’s just ONE OF THE ANSWERS. These days, you can’t do Internet marketing without Social Media, Video, Copywriters and PPC (although PPC may not be necessary) in addition to SEO.
2) I love his sentence… “Really, it’s become more about just building a great site with great (and focused) content.” I’ve been saying that for so long I’m sick of saying it. I just told a friend on Saturday that if they wrote some decent content, answered client’s questions every day, their website would do GREAT as far as bringing in traffic and sales. Yes, of course, the website needs the technical SEO aspects (properly coded, schematic code, meta tags, h1 tags, etc.) but once that is all done, it’s just a matter of writing, writing, writing.
You know, I’m going to clarify that more. It’s not REALLY just writing. It’s REALLY about having the information your audience is looking for.
If you’re a plumber your website should have information about money saving tips related to plumbing, information about how to choose the right plumber, information about DIY for small plumbing jobs around the house, etc.
If you’re a preschool your website should have information about how to choose a preschool, what makes a good preschool teacher, how to deal with bully children and their parents, how to help your child make the best of preschool, etc.
3) The author also mentioned that every second 105 people search for SEO on Google Imagine, every second of every day, 105 people are searching for information related to SEO. I would imagine the majority of those are people doing SEO, but still. That’s 6300 searches every single minute, 378,000 every hour. That’s just amazing!
4) The author believes that the SEO industry is going the way of Megalodon (a very large, 100 foot shark rumored to exist a million years ago). Personally, I think the way SEO used to be is going that way, but SEO is not dead, it’s just evolving. Megalodon probably evolved into the sharks we see today, SEO is evolving into it’s next metamorphosis. What that will eventually look like who knows.
SEO is SO MUCH more than just fixing a few meta tags and adding schematic code here and there. For me, SEO is and has always been a 2 prong process. First, the website itself has to be “fixed” so that it’s got clean code, it comes up fast, users can find what they need easily and also the search engines need to be able to identify what the website and it’s pages are all about. Second, the website needs to be updated and altered constantly. If 300 people come to the product page but only 20 go to an actual product, something is wrong. If no one is clicking on the “email us” button, something is wrong. These issues and many more have to be looked at, experimented with and fixed somehow. This takes months and years.
The factors that I believe will influence how SEO will work today and in the near future…
1) Websites on mobile units. Whether it’s smart phones or tablets, how websites are viewed and used on mobile units will influence what SEO factors will be important.
2) SEO is about the website, but the future will include many other factors beyond just the website. At some point in the not to distant future here, we WILL be searching not only on our smart phones and tablets but on our TV’s. A few years after that we will also be searching on our appliances and vehicles. It’s the Internet that is drastically changing and with that, we have to consider how websites will be affected. Will they even still be relevant? (I’m guessing yes)
3) The quality and volume of information your company is willing to share online does and will continue to have an impact on the traffic and sales that you get from online. You must work to make your company the source, the hub of information for your field. Period.
So, what do you think? Is SEO dead or just turning into something else?
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