The slow climb to the top, and other key SEO strategies
April 29, 2015 • Scott Zeller
Champions know there are no shortcuts to the top. They climb the mountain one step at a time. They have no use for helicopters! ~ Judi Adler
Climbing to the top of the mountain can be a difficult task, especially for those who are just getting started. You put one foot in front of the other, and push through your ceilings, going further than you ever thought possible. The trek is hard work, but the view from the top makes it all worth it.
This mountain climbing analogy has been used for decades in regards to business and personal achievement. I'll admit it's been overused, but it works perfect when it comes to SEO. Slow and steady is the way to go. Let me explain.
Search engine optimization is a long-term strategy. In other words, the work you do today may take weeks and even months to pay off. Bots from Google and Bing are constantly crawling the web, looking for new content (websites) to index in their databases. The process takes time, so while you may make changes to your website today, it may take the bots several weeks to find those changes, and then make the necessary adjustments within their database and ultimately, the search engine results.
And there are no shortcuts to the top. In SEO, there are generally two types of strategies: black hat and white hat. Black hat strategies use aggressive tactics to "game" the search engines into ranking a website higher, as fast as possible, disregarding the user experience completely. White hat strategies use tactics that focus on the user experience and follow search engine rules and policies. I only recommend white hat strategies because it's the only sustainable model. So it doesn't matter how much the algorithms change. If you focus your approach on providing the best user experience possible, you'll always have a competitive edge in the market.
Another rule of SEO...once you start, you have to keep going. It's a process that requires constant attention. If you let your content become old and stale, your authority will eventually decrease. And it's all about authority when it comes to higher rankings in the search engine results. It's still the number one factor in SEO. I'll explain a lot more about this strategy in future posts, when we discuss content creation, linkbuilding and social media strategies.
So as we begin our journey together, we'll take it slow and steady. Search engine optimization can be very technical and overwhelming. But stay tuned, and step by step, I'll teach you everything I know. And everything I have YET to know. Two of the biggest challenges of SEO is that it's always changing, and Google will rarely, if ever, tell you how. So we constantly evolve and learn new ways to do things. We test everything, analyze the results, and then adjust accordingly. That's the process of optimizing your content. That's the process of climbing your proverbial mountain.
And one side note, before we wrap it up this week. In my discussions, you may note how often I refer to Google when discussing the search engines. Bing and Yahoo are important, but Google is the market leader with nearly 70% of the pie. And while their market share has dipped in recent months, they're still the dominant force with no real threat. So we marry ourselves to Google, and optimize according to their algorithms.
To stay up on all the latest in the world of SEO, check back here weekly, and follow us on Twitter and Facebook as we cut through the clutter, and keep you in-the-know with your SEO. Have a great week, and we'll talk again soon.
May 10, 2015 - The Wisdom of Dora the Explorer: Mapping Your SEO
April 20, 2015 - Mobile Mania, and Things Yet to Come - Google's New Mobile Algorithm