New direction of SEO services in 2014

The best advice to practice SEO in 2014 is to always give new thoughts about the SEO industry. Over the past few years, SEO has been forced to develop and segment into a number of distinct practices: content marketing, public relations, reputation management, technical advice ...

While these segments are often divided - geeks shun community managers, web analysts dismiss advertising writers - their presence forces experts to question conscience. more, ask questions about the service they provide and promote the development industry with exciting steps.



Recently, I think SEO should be considered a marketing service in all areas and I think it's undeniable to be a "feature" of web developers rather than a way. marketing a brand to readers.

Thinking about SEO in this way opens up a new approach to search optimization. SEO distance from other marketing channels allows them to apply by imitating developers and designers.

When we start thinking about SEO as a feature of products instead of marketing services, it aligns with innovative methods found elsewhere in digital: fast development and user adoption. design center.

So how to improve product quality

Historically, optimal search as a solution for many businesses. Once the site has been built, the SEO team often put in place to "push" websites out of search engines and implement tactics in the hope of bringing more visibility and traffic to webpage.

New direction of SEO in 2014

Many SEO experts sign up for this method. They encourage and guide customers to feel the search optimization as a way for their website to be better in the search market. They use spoken marketing such as voice sharing to describe the organization or presence of a certain brand.

However, this method proves that SEO will face a lot of difficulties to get rid of it.

It creates the illusion that SEO is a package solution - similar to PPC through which new customers or existing customers are attracting settings into the unchanging environment of websites.

It allows erroneous optimization conceptions to be carried out continuously on a website rather than in a specific time.

New direction of SEO in 2014

When admitting SEO as part of the product rather than a service provided - it is repeated rather than transfer - we reposition the ongoing position as something. happens before the product is considered finished. We emphasize that, in digital, nothing is called an end. We promote the idea of ​​building on a product and developing its aspects instead of optimizing a marketing channel for users or sales.

New direction of SEO in 2014

For SEO experts the concept of "building" is not new

The main difference here is to consider optimization as a way to improve products rather than affect ranking factors.

While off-site SEO is still a way of becoming obsolete, direct "marketing" is clearly declining. Instead, the signaling implementation is considered as part of the total number of products built.

In this way, we can recognize the difference between revenue and expenditure outside the media. People who are content-marketing can verify infographics or originating ad exploits but services are limited not only at scale but also the ability to succeed. Those who are inclined to search rankings through practice with gray-black hats rise to be exposed and punished.

SEO as a verifiable and valuable way to mark a business - then no longer exists. It is an important component in product development.

How to arrange SEO structure according to route

Typically, SEO routes follow the pattern: first, improve the website, then start building links to different pages in any way possible. You measure the success or failure of different efforts to achieve rankings and then introduce improved results or stagnation in traffic.

I think we can do better than that.

Rajen Sheth at Google Ventures has a way of arranging product routes in a structured way to better plan SEO efforts but also to tell managers or customers what different events you hope to will achieve.

New direction of SEO in 2014

This roadmap outlines steps to build SEO on websites over time. Here are some information about the differences between them:

- Done: date commitment for well-understood features or things being developed.
- No Timeline: Commit features with essential features without setting the completion date.
- Vision: The expected goal of the current website is by moving from Plan -> Build -> Optimize -> Measure framework, you can start telling stories about them, forcing improvements to Specific initiatives and communicating clearer arguments or priorities.

How to understand users better

With the departure of (not provided) keyword data and updated algorithms that benefit contextual content, many SEO experts have begun to deepen their understanding of user behavior. This change has made us think about the meaning of keywords - permeating questions with characteristics such as "search intent" or "buying trends."

We start asking questions like this:

- Which stage of the journey is the customer?
- How does my mobile website rank appear in search?
- Is this feature suitable for the user's search purpose?

Although this development direction is positive, I want to emphasize that it also mimics the language of marketers. Through the lens of product development, search optimization looks like this:

- Which stage of the journey is the customer?
- How does my mobile experience respond to customers?
- Can I add features to remove or add to improve it?

Although the second set of questions seems to be beyond the scope of SEO, UX or CRO, the answer to them is extremely meaningful to optimize your product.

Conclude

While some "new SEO" ideas on creating great content and getting organic links, there are a number of conflicting views of product development and optimization.

There is no denying that organic search is still a popular and highly profitable marketing channel in the coming years but in a short time it will be very important to think about something like SEO and practice. that's bigger than marketing.
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