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News Flash, Folks: SEO Strategy is Dead

Okay, maybe I jumped the gun with that title, but allow me to rant for just a moment. At Egg, we look for new projects on Elance. Today, as I’m looking, I’m seeing tons of gigs looking for search engine optimization specialists. People who want “gurus” to help them rank #1 or help with their SEO strategy. They throw around terms like “keyword density” that, thanks to Google’s recent smackdown, are simply extinct now.

Each war is different, each war is the same

They’re setting themselves up for failure. Sure, someone will bid on these projects, but when they fail to deliver what the customer wants: that golden top spot on Google (which, by the way, no one can guarantee), they’ll realize they’ve wasted a lot of money.

You’ve heard it here before: it’s not about getting on the top of Google. It’s what you do to convert the traffic you’ve got into customers. It’s not about stuffing keywords unnaturally into web copy in the hopes that Google will be too dumb to notice it’s written for bots, not humans.  

What it is about, however, is delivering useful, valuable content. Content that people not only want to read, but that they also want to share with others. Content that convinces them that you’re the company to help them solve their problems, whatever they may be.

I realize that if you’re not a content marketing or SEO professional, you might not be aware of all the changes going on in our world. But if you’re a business owner, you should be. You owe it to yourself to have a better understanding of the SEO strategy landscape so that you can adapt and stay on or at least close to the top.

Photo:   Kevin Dooley  via  Compfight

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

This Post Has 2 Comments
  1. Thank you for this post! Everybody wants to be on page #1 of Google. So, how do you think this affects long-tail keywords when relevant to the page content?
    And, should we still think locally and globally?

  2. Hi fellow Susan!

    I think long-tail keywords still guide people to the appropriate page, but it’ll be harder to convince Google that your page deserves the top spot. So, yes, use them to identify the subject of a page, but don’t expect miracles from Google.

    Local still matters. So if you’re a marketing firm but only service San Diego, make sure to use “san diego marketing” in some form, or else your traffic will be too general.

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