Convincing executives of the value proposition and business case behind SEO is a conversation that still comes up regularly. Here’s my take on the list of SEO TRUTHS presented by Trond @ Search Engine Land…
- Offline & Online Marketing are Co-Dependent. Yep, just as Paid Search and SEO are dependent on branding (branded keywords make up the majority of traffic from both channels – and – in more competitive search markets where SERP1 is dominated by long-time SEO veterans, for a newcomer, sometime brand – and advertising – is all you’ve got!)
- You Don’t Own Your Search Rankings. Maintaining search rank is like letting your business run without management for a few weeks – any success is just by luck, until things fall apart. When you think of the competitors that are actively targeting your business, you’re helping them out by not doing SEO.
- Even Small, Careless Changes Can Damage Your SEO. Simple changes to website copy (just because something ‘sounds better’), navigation nomenclature, imagery, pages, page location can have a drastic effect on SEO that you’ve been building up.
- Be Careful When Changing to a New CMS. AND – be careful when redesigning the website, there needs to be a smooth transition with content, links, and SEO equity, or you’ll loose a majority of the SEO equity you’ve invested in all those years. Even picking the right CMS can set you ahead or behind with SEO.
- Mobile SEO is not just “Responsive Design”. You can have ‘responsive design’ without any mobile SEO. Mobile SEO is a strategy all to itself, with other affected channels like Local Search / SEO, etc.
- SEO isn’t an Act – It’s the Whole Play. Some of the best brands we talk to incorporate SEO into every facet of their business, and every bit of content that they create. It’s like having a healthy lifestyle vs. dieting. SEO is a lifestyle.
- Change is the only Constant. As it should be – it’s an online marketplace, not that different from the offline marketplaces that we shop & search in today.