If you see a web designer, or web development company trying to sell you SEO — run!
As with everything else on the Internet these days, the term SEO (Search Engine Optimization) has changed and evolved into something entirely different.
At first, it was on-site, and on-page optimization of meta tags, keywords, etc. Then it expanded into content. It expanded again to include links from other websites.
The catalyst for each change was Google and the way it ranks websites on its SERP’s (Search Engine Results Pages).
Now, Google wants authorities. Subject matter experts.
Interestingly enough, it’s also what The New York Times, Forbes, and CNN want as well.
With the decline of physical books, magazines, and newspapers — and all of humanity, including their knowledge, moving online — the Internet is becoming crowded, but celebrities and authorities are still extremely visible.
How does a business owner and their business stand out from the clutter?
By developing a following, becoming an expert, and developing celebrity. Authors know it as a platform.
That is done two ways: 1) by becoming an expert, having a remarkable story that you talk about over and over again, and using a mixture of direct and inbound marketing, or 2) Branding and using a mixture of direct and inbound marketing.
Branding requires an advertising budget of $100 Million a year. That precludes most.
Your only real option is becoming an expert, a quotable expert, and developing celebrity.
That’s where website optimization comes in. Instead of SEO, where a web developer wastes your money by typing “Alpharetta, Roswell, Sandy Springs, Dunwoody, etc.” in the footer of your website… you need to create specific content, make connections with industry influencers, and optimize your site for conversions.
It’s different now! You can’t use the same tactics that you used last year. They don’t work anymore. In fact, they almost change too rapidly to keep up with.
Here’s what I mean. 15 years ago, the first Blackberry handheld device was launched into the marketplace. It was essentially a pager that let you know you received an email. Between 1999 and now, Blackberries became known as “Crack”berries because they were so addictive to use, they produced 5 full product lines, each with dozens of models — for years they produced at a rate of 5 models every 6 months… and today, they are almost bankrupt. No one uses Blackberries anymore.
Apple iPhones crushed Blackberry!
Now, Apple iPhones are getting crushed by Android devices. Today, 76% of smartphones are Android!
Blackberry had the dominant position for 8 years. Yet, this sweeping change in the mobile industry, where a start-up eclipsed the market leader, who in turn was eclipsed by a start-up, happened in the last 5 years.
It happens quicker on the Internet. I’d go through the changes, but it’s too technical — we’d be here all day. Suffice it to say, you can’t do things the way you did them 10 years ago, 5 years ago, even 3 months ago. Everything changes — quickly — on the Internet.
On September 4, 2013, Google celebrated its 15th birthday. In 2012, it had an annual revenue of US$ 50.18 Billion, and employs 44,777 people. That type of staggering growth was impossible in 1980 – even for Sam Walton. Yet, today it’s becoming fairly common: Facebook, LinkedIn, Apple, etc.
Today, everything changes too quickly to standardize processes without continuous review.
At Mindwhirl, when we optimize a website, we look at everything. The USP of the company, the message, the business model, the industry, the industry influencers, the site, the content on the site, and more. Then we come up with a plan to help the business owner achieve their goals. Whether the goal is more sales, more likes and follows, more engagement, more visibility, lower marketing costs, etc.
This is what SEO has become.
Search engine visibility requires much more than adding a couple keywords, or repeating that keyword over and over again on your page. It requires a holistic approach that can only be achieved by Internet and marketing experts who understand business and will inspect every aspect of your business in order to create a plan of action that will achieve your goals.
If you are interested in learning more about our website optimization package, or have any questions, please contact us. We’d be happy to discuss how our solutions can help you achieve the marketing results you are looking for.