SEO Is Not Just SEO In 2016
The 2016 search landscape sees SEO serve as a multifaceted channel that encompasses everything from social media and user-generated content to link-earning and content development.
For whatever reason, the definition of SEO seems to be ingrained in the minds of marketing executives and business owners as a singular medium that only considers keywords and metadata.
This mindset is dangerous to businesses and brands because it creates the idea that you need input from multiple disciplines to be able to execute a successful search campaign. This essentially forces companies to pay multiple vendors to perform services that could/should be managed by one entity.
The reason for this is because the composition of today’s SEO landscape serves as the leading platform that allows you to build and develop a comprehensive strategy.
SEO Encompasses Most Digital Concepts
If you think that SEO is only about keyword search volume and page titles … think again.
The following list represents each individual component of the modern SEO field:
- Technical optimization
- Consumer behavior research/insight
- Content development
- Site taxonomy
- User experience (I can already hear all of the UX strategists yelling at me)
- Onsite optimization
- Link earning/building
- Online reputation management
- Conversion optimization
- Inbound marketing/demand generation
With this list, it’s easy to see why it’s unnecessary to work with multiple agencies or departments when looking for solutions dedicated to organic, content, and technical management.
Let’s explore some of the most common arguments that SEO strategists find themselves defending against.
Why UX Is Limited in Its Value
The amount of confusion that exists between user experience and SEO is largely due to the fact that UX is a tangible object, while SEO is seen as more conceptual.
The infamous thought that SEO “can just wave a magic wand” to obtain visibility and conversions has limited opportunities for companies that struggle with maximizing the value of their intended conversion funnels.
From experience, most UX strategists believe that conversions are completely based on user flow and the ability to provide an aesthetically pleasing online experience.
The issue here is that the nature of UX is not designed to consider:
- Algorithm standards set by each major search engine
- Organic search intent
- Consumer motivation
- Semantic search principles
- Competitive authority
- Database optimization
- Product organization
What Happens If You Only Consider UX
I have witnessed too many internal and third-party vendor meetings where the UX agency or strategist will stand their ground on subjects that directly affect and influence organic visibility.
Their arguments are largely centered on how:
- Word count doesn’t matter when it comes to increasing an online brand’s authority.
- E-commerce sites that utilize filters do not need to attach to a singular landing page.
- URL structures don’t support search efficiency and therefore, do not need to include proper breadcrumbs.