When it comes to Search Engine Optimization (SEO), there is a lot to learn and understand. Unfortunately, most company CEOs is too busy running their business to learn all of the latest SEO practices and facts. It seems that with the recent Penguin and Panda updates, many CEOs are hanging on to some misconceptions that may be holding their company back from becoming more successful online. In this article, we’ve outlined the most common misunderstandings that many CEOs seem to have about SEO and online marketing.
SEO is a Quick Fix
Once upon a time, correct SEO practices could gain your business rankings within days. After Penguin and Panda however, those days are long gone. SEO is a long-term investment in your company’s future. Today, creating great content on a regular basis is only part of the equation. Much of today’s SEO practices will revolve around promoting your content, building your brand, and creating vibrant and active social media relationships with your potential customers.
SEO Only Needs One
At one time, having a single SEO person was enough to help bring your website up through Google’s ranks. Today, that simply won’t be enough. SEO cannot be carried out by a single person any longer; they need input and support from other departments – even the ones that aren’t focused expressly on your marketing effort. Every area of your business has information that may be of value to your SEO team.
Content Marketing is enough
While it’s true that creating and publishing excellent content is an essential part of your overall SEO strategy, it shouldn’t make up the entirety of it. Great content is only part of the equation – you also need social media marketing, content distribution strategies, technical optimization, and more to ensure that your company continues to gain rankings in Google and across the web.
The Past Doesn’t Matter
In the past you spammed keywords and links, but you’ve realized the error of your ways. Now that you’re no longer doing that, Google forgives you, right?
Unfortunately not. Even if you’ve turned things around and are now producing excellent content, your poor practices from the past can still hurt you. You may have been given a manual penalty by search engines, and there are some things you’ll have to do to make sure these things can’t stunt your business now that you’ve changed your practices. First, check to ensure that you’ve sent requests for your site to be removed from poor-quality directories and websites. You should also change your anchor text used for internal linking. Finally, take the time to remove or rewrite any poor-quality content that remains on your website.
Inbound Links Determine Your Authority
In the past, getting inbound links was the only way to have your site appear authoritative to most search engines. Recently however, this trend has changed. Brand mentions, implied links, express links, and more can all be a part of the algorithm that determines how reliable and authoritative your site appears. This is why other methods of marketing are so important – you need to get people talking, to create a “buzz” so to speak. While this is a relatively new change, the impact of these new practices are really going to show their impact over the next year.
Today, much of good SEO practice revolves around building relationships. Social media is one tool, but it is also important to build good relationships with blogs focused on one of your primary niches. Getting these blogs talking about your company’s products and services is a great way to build your site’s authority.