Search Engine Optimization is a terribly misunderstood field. After the tactics and methods developed for SEO during 2005 when the search engine crawlers were just getting started, many people have the general impression SEO is all about taking shortcuts and using cheat methods to get good results.
Granted, it used to be that way. But over time, as search engines and online marketing strategies have evolved, and now SEO is something much, much different.
Still, many people are under the impression that SEO is a way to get your business to win. They think SEO means higher rankings on search engines, and that higher rankings mean more clients, and that more clients means more revenue. While these things can certainly be the result of excellent SEO and other inbound marketing strategies, as a whole, there is much more to it than that. People have got the wrong ideas, and therefore wrong expectations, of good SEO.
Idea #1: SEO Is a Way to Trick Search Engines and Viewers
Because SEO has historically used backlinks and spammy keywords help sites and pages rank higher, people sometimes mistakenly assume that there has to be something sketchy in the works to get higher keyword rankings.
Reality: Successful SEO Begins with a Good Business
SEO has become a fantastic tool for inbound marketers and plays a crucial role in inbound marketing strategies. Search engine crawlers and algorithms have matured dramatically over the past several years, helping to keep dishonest tricks from being effective. Now anyone trying to find a way to cheat the system into ranking well is bound to get their hand slapped. This and growing knowledge of online marketing strategies, have caused people to stop trying black-hat SEO tactics. Instead, successful SEO starts with a good business and a solid marketing plan.
SEO is no longer about how to cheat your way to the top, but how to develop truly engaging content for viewers to discover and enjoy. Successful websites are no longer the ones that necessarily rank the highest, but the ones that can provide a quality service or product and entertain an audience.
Idea #2: SEO Will Guarantee More Traffic and Customers
Increasing the amount of traffic flow to your site automatically means you have more people interested in your product or service. This increase in attention means more customers and ultimately an increase in revenue.
Reality: No Guarantees
Most people that punch a search into the search bar are looking for something specific. Your site is now competing with thousands of others to come up in top results. Even if your site does get increased traffic, it does not mean visitors are moving down your sales funnel. Only a site that captures the right audience, directs them to relevant information, and presents good CTAs will change traffic into leads and start them down the sales funnel.
Creating customers by moving leads down the sales funnel actually has little to do with SEO. This is actually the job of CRO and good content.
In addition to this, it very well may be that higher search engine rankings is not what your business needs to generate more clientele. Statistically, most blogs rank better across social media and new aggregator sites, so spending money on SEO could end up being a waste of resources. Investing time and effort into learning what platform works best for your business will help you to focus your SEO efforts on an area that will be truly rewarding.
Idea #3: SEO and Marketing Strategies are Unrelated
SEO and Marketing function separately and are not related in any major way.
Reality: The Success of One Incorporates the Other.
SEO is not meant to be an end-all.
Rather, it can be used as an incredibly effective means to an end. SEO as part of a fully developed inbound marketing strategy has the power to attract the right clientele for your business. Optimizing your content to attract users is an organic way of improving your rankings in search engines.
Striking a balance between the right kind of SEO for your business and incorporating it into your over all inbound marketing strategy can be complex. Here at Fannit, it’s our speciality. We meet one on one with business owners seeking to improve their inbound marketing and work out a plan to help their marketing needs. For more information or a free consultation, give us a call or complete our free inbound analysis.