Marketing is crucial to the success of any business. It helps promote a business using organic search engine results that in turn boost a site’s traffic, ranking and eventually brand awareness among the people. It is very helpful in setting your business apart from the competition in the global marketplace that has been open for everyone all over the world.
Since its inception, SEO or search engine optimization has been effective in getting businesses recognized. Competition in the global market is tough and the goal of all businesses is to be the first thing that comes to a person’s mind when they think of a brand in their industry they are in. While not all traffic converts to a sale, there is a higher chance of people buying something or hiring your services if they frequently see your ads popping in their browser or in the social media channels they are visiting.
So, when a new digital marketing medium known as search engine optimization (SEO) became popular in the mid 2000s, marketers planned their campaigns using the same slow, careful planning process.
Traditional SEO mechanisms fit perfectly with this approach. Google, knowing that its major weakness was exploitation of its algorithms, worked tirelessly to ensure that the process of restructuring its search engine results was as mysterious and slow as possible. To this day, it takes months before teams can verify whether or not a website change had a positive or negative effect on that website’s traffic.
But that all changed in late 2015. As reported by Bloomberg, Google’s new machine learning algorithm, known as RankBrain, was rolled out, and it presented a massive change to marketers. Instead of a static set of known algorithms, RankBrain machine-learned the best weightings of those algorithms, based on each keyword search, and then fed that back into its core system to adjust itself accordingly to those new weightings. And it did this daily. That meant Google’s search results could behave differently from one keyword to the next, and what worked for one keyword, niche, brand or industry may not work for the next.
Businesses have tailored their marketing efforts according to current SEO practices but sudden changes can change the entire process and leave companies struggling to maintain their lead or advance from the competition. The main platform, which is Google, modifies their guidelines and practices according to the needs of the times and often in response to commonly reported issues or complaints.
SEO is an evergreen technique.It is often the most inexpensive way for getting leads/customers in the long run. Every business needs to consider SEO as a marketing channel. However, startups need to focus more on immediate strategies to generate revenue that can be subsequently invested in elaborate SEO techniques. Startup founders should learn basic SEO techniques, so that their websites adhere to fundamental SEO principles. Blogging is a powerful tool that should be used by startups to consistently drive organic traffic.
Many start-ups can benefit from SEO when done right although it requires knowledge and even mastery of it to make it effective. It is but a must when doing business these days considering most brands, especially the bigger ones, have taken to the web since that is where all the action is.
It’s true: even if you’re not purposefully creating keyword-stuffed content or pages crammed with manipulative links, you might still be partaking in bad SEO.
The reason for this is that Google, the veritable God of the search engine universe, changes all the time. Over the years, Google has rolled out algorithms with names like Hummingbird, Panda, Penguin, Pigeon, and more. With such a zoo of changes, it’s easy to see how one could fall behind the times where SEO is concerned.
While Google isn’t making all these changes to drive SEOs insane, it’s not at all uncommon for SEOs and marketers to only learn the details of an algorithm update once it has already rolled out, and is actively affecting their sites.
As Google pushes for a more unified, accessible, high-quality web, the changes it makes to things like mobile-friendly rules, search ranking practices, content ranking guidelines, and more can have a dramatic and distinct impact on SEOs.
Bad SEO is a reality and many businesses are guilty of doing bad SEO practices without them knowing. Google is stepping up their game and want to improve the overall user experience because Google searches have dramatically increased over recent years and most of which are done through mobile or tablet devices that obviously have smaller screens than your average laptop or computer. Ads are reduced because many times the screen is overwhelmed by a large number of ads that the content itself is hard to be seen.
Overall, eliminating bad SEO practices benefits both the business and the consumer although it might take some getting used to. Most importantly, Google is able to get rid of spamming sites etc. that are not conducting legit businesses and only mess things around the web.