SEO: A Changed and Changing Discipline
SEO should play an important role in the marketing department; however, the death of SEO is frequently decried and its obituary written. This is because its role and fit in the overall marketing mix has changed and evolved. Once viewed as a technology play, organic search is often still considered the province of technicians, and is separated from the strategic marketing effort. Given that search often provides the tip of the spear for getting new business, this separation is a huge mistake. Today, SEO must be aligned with and guided by the overall marketing goals. This alignment can be best achieved when the SEO expert is part of the strategic marketing team.
SEO itself has changed. Once upon a time, SEO experts were characterized as techies focused on how to beat each new search engine algorithm change. As they say, that game is over. Google claims to have more than 200 ranking elements in play. No matter how good the SEO expert is, accurately determining all 200 elements and interpreting the valence given to each is in the realm of fantasy. Gone are the cat-and-mouse games. Today, SEO is real roll-up-the-sleeves marketing.
Technical SEO still exists, for a site must be found in the search indexes for it to drive traffic from search. Today, technical SEO experts are expected to identify what is preventing a site from being indexed. It may be as simple as a situation that I encountered where a site had been pushed live from the development environment with a robots.txt file still in place that directed search engines not to index the site. Once this block was removed, the site performed just fine. Most situations are far more complex. These are puzzles that require the SEO expert to review the site's code and understand the total technical environment in which it runs. Given the complexity and technical depth required to do this, it is tempting to consider the SEO expert a technician, but this is just one area of SEO expertise. Today, some SEO experts do nothing but audit sites and troubleshoot what is creating problems.
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.