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Changes to the SEO Strategy

So…for those of us who love a challenge…no longer are organic rankings the only responsibility to fall into an SEO Professional’s remit;

Now it’s PR…
And offline efforts…
And social media…
And forging of relationships via outreach…
And outreach in general…
And consistency…
And paid search results.

Apart from that it’s still exactly the same…

It’s no obscure fact that this industry is not stagnant – it doesn’t sit still and it never gets old. Whether those in it love a challenge or simply love the chase, one thing is for certain – those immersed in it love every second ;)

Evolution
Now though, SEO is by far more effective when used in conjunction with other disciplines as part of a broader marketing strategy. For this reason it can be frustrating; our previously stand-alone industry that answered to no one, did it’s thing, got rankings and made money with those ignorant of it scratching their head’s in bewilderment as to how we did it is no more. Now we have to integrate with other teams, learn about non-SEO type things and alter our strategies to fit in with others…

Integration
Operating as part of a wider marketing team is now vital; integrating and coordinating strategies to fit with PR efforts, offline initiatives, sponsorships or product launches as mentioned above is now part of the job description. Integrating SEO into these other services is a requirement and no longer can the SEO be whisked off to “do their thing” without speaking to anyone else. Learning to embrace these other services and learn at least the basics of them will land you in a position to recognise their need within a campaign and prove you adaptable to the changing needs of our industry.

Social
Social media is no longer optional either. Targeting and interacting with the online community takes care of so many tasks in our remit nowadays making social media a great tool at our disposal; creating influence, forging relationships, building quality links, performing outreach and getting answers to those obscure client needs we’ve all experienced…just in case you can’t tell I’m an advocate of it :) .

Social is also amazing in that is caters for people’s preferences in how they consume information. With multiple platforms available each displays information differently; via pictures, audio, video, animation, powerpoints, infographics or just plain old text. In the formal environment information displaying is limited, with social media there are so many different avenues with which to distribute content there are practically no limitations at all. It’s mobile and no matter your audience you can interact and engage with them effectively. Promoting your content is also heavily linked with SEO by driving traffic through social channels appropriate to your industry.

Investment
All this extra effort takes extra money, which in turn demands extra results. For this reason statistical analysis subscriptions for social and SEO analysis are now more important than ever in proving the worth and ROI of what we do. Of course these cost money too…

That little bit extra…
Although most have a wider aim than obtaining rankings now those firms vying for competitive terms tend to have to do something a little bit special to get them to the top. Becoming an authority themselves or gaining endorsement from other already established authorities, having some unique and innovative content often gains the traffic, trust, attracts the links and ultimately wins the place.

Conversions
Something I come across frequently is clients asking about conversions and as something I’ve had trouble with in the past this can be a very technical field, again time intensive and expensive depending on how far down the rabbit hole you want to go. My advice so far – learn the basics then if it gets too advanced, find a conversions expert – they’ll be worth the investment, IF you can convince the client that is ;) .

1 Comment
  1. A very well written summary of the new challenges facing those in SEO. I particularly agree with SEO becoming a part of the wider marketing spectrum, and SEO practices need to be applied in PR and throughout all other marketing channels.

    It certainly feels like there is a big change happening, and it seems as though SEO might finally have to grow up and sit beside its more established marketing peers!

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