It’s common now to be pitched aggressively by Search Engine Optimization (SEO) marketers. Usually, for a hefty fee, they promise to improve a site’s page ranking and traffic. A backlash was inevitable and now you might hear that ‘SEO is dead’.
Who to believe?
SEO hasn’t changed as evolved. Many former mechanistic SEO practices are now pre-built into various software platforms. Or simply have become expected standard operating procedure. CMS platforms like WordPress, for example, cover almost all SEO requirements. Further optimization with available plugins should meet remaining needs.
SEO burden has shifted to the client and the so-called user experience (UX). A high ranking web presence requires attractive design, fresh, compelling content, optimized keywords and above all, frequent updating. These are critical requirements.
Networking with other credible, authoritative sites remains vital, particularly for link building. Fewer, quality links are key to increasing your page rank. Google’s Panda initiative removes spam or other non-credible listings. Avoid any consultant or vendor who promises to deliver bulk or otherwise undifferentiated links. Links that will help you are specific to your niche and take time to cultivate.
Should you use social platforms like Twitter, LinkedIn and others? They are useful tools to increase your presence’s authority and credibility. Google+ is now including in Google search, making a page there an important first step. All of these platforms are time intensive and a media campaign for them should be careful to allocate resources for each.
SEO is still with us. Most of the formerly arcane coding practices are now automated or simply standard operating procedure. The hard part? To create frequent, dynamic content that will attract readers and partners.