As much as we all like to believe that content is king, the truth is that content rules only in certain spheres. It is not the be-all and end-all of internet success.
In fact, research suggests that of the top ten largest sites in the world, only two of them are what would traditionally be categorized as content sites.
What this means is that there is a lot that needs to be done, both behind the scenes and in front, to ensure that users can discover web platforms – because obviously a website with no traffic is about as much use as a pub with no beer.
So, how do you go about generating that traffic? It is not a simple process and it is probably something that is best left with a professional. Here are some of the tricks and plays they will make as they look to help you improve your rankings.
No matter how much you think you know about the internet andabout search engines, one of the brutal realities is that Google, and the other search companies, are always tweaking and amending their search algorithms to try and ensure that they are not gamed.
As an individual it is hard to keep up with the latest changes so finding a team at an SEO agency Sydney or Melbourne has plenty, would be a smart thing to do. These are people who operate in the search space daily.
They are fully immersed in the latest trends and changes and they will deliver the best solutions – because it should be all that they are focused on.
Optimizing for search needs to be a strategic play, it is not something that you can do when you have time.
If that is your attitude, well, you will do better than if you do nothing at all, but probably only marginally better. You need a proper strategy that starts with a full site and content audit, which explores metadata and site structure, and which also includes a content calendar.
You can be involved in helping to develop and inform the strategy and you can also be involved in some of the operational elements but leave it to the experts to bring their expertise to the table. You won’t regret it.
Much the same as social media community management, SEO work is not something that can simply be parked for prolonged periods of time or given to an intern to complete when the main person is on leave.
A proper agency will have a team of interchangeable staff who can fill in for each other seamlessly and continue to deliver results.
If you run an e-commerce business, then you and your staff should be focusing on the operational side of things and not stuff like SEO. Yes, SEO is important, but you need to be an expert in your field not in every field.
Leave it to the digital agency people to be the experts in SEO – that way you all play to your strengths.