Search engine optimization, or SEO, refers to the process of improving a website’s usability and presence online in order to show up more prominently in internet searches. While most business owners now realize that SEO is an important part of any marketing strategy, the way that SEO works can be extremely complex — and best practices are changing all the time.
As a result of the mysterious and complicated nature of SEO, there are a number of misconceptions that continue to be believed by many business owners (and even some marketing experts!). In order for you to make the best decisions when optimizing your site and determining your marketing budget, we’re revealing the realities behind these common misconceptions in today’s post.
MISCONCEPTION: SEO is a One-and-Done Deal
If you run your own business, it’s likely you’ve become accustomed to checking any number of tasks off your list on a daily basis. It can feel immensely satisfying to know you’ve completed a job and take that pressure off.
But SEO doesn’t really work that way. You can’t simply invest in SEO services once and never think about it again. Search engine optimization is meant to be a long-term, continuous solution. Unlike traditional forms of advertising, SEO keeps building over time. That’s actually good news for your business from a marketing standpoint — but it does mean that you won’t ever be truly done with SEO. That’s just one reason you might consider working with an SEO company to manage your campaigns. That way, you’ll be able to take this responsibility off of your own plate but still know that work is being done behind the scenes.
MISCONCEPTION: SEO is Outdated
Some people are under the impression that SEO is outdated (or even dead!). It’s certainly true that SEO trends have changed quite a bit over the past few years. And if you’re still trying to use techniques that worked a decade ago, you probably have good reason to assume that SEO simply doesn’t pay off anymore.
But the truth is that SEO isn’t outdated or dead; it’s simply evolved. Google has gotten better at recognizing when sites are trying to game the system, which means brands might not be rewarded in the same way they were before. In fact, using those tactics could result in punishments for your website now. But as long as you follow recommended guidelines and use SEO best practices, there’s no reason to believe that SEO won’t help you in the long term. After all, 51% of all website traffic still comes from organic search — and optimizing your site is still one of the best ways to ensure your site shows up in relevant search queries.
MISCONCEPTION: On-Page SEO Doesn’t Matter
With so many technological changes, some people believe that optimization has veered away from on-site SEO entirely. Certain marketers might be convinced that SEO is now all about links, but that really isn’t true. If you have backlinks that drive traffic to a site that doesn’t provide a valuable or enjoyable user experience, all that work will be for naught.
In other words, on-page SEO does matter. While technical SEO and off-site SEO are also important, the work you do to optimize your content will give Google the context it needs to rank your site appropriately. You need to give web users a reason to visit your site in the first place. High-quality content (and the on-page SEO that typically goes along with it) is still very much necessary in order to succeed.
MISCONCEPTION: You Can DIY Your SEO
Although you can technically execute search engine optimization yourself, the real question is whether or not you should. Handling SEO services in-house can be a huge undertaking that may not pay off if you don’t have the resources or knowledge to develop a winning strategy.
For most business owners, securing SEO services from a reputable agency is the way to go. You can monitor your progress without having to devote your own time to this important task. And since SEO services aren’t something you can master overnight, you’ll benefit from the expertise only professionals can offer.
Now that you know the truth behind these common misconceptions, you can get started on your strategy. For more on our SEO services, please contact us today.