SEO: The Good, The Bad And The Ugly
SEO AND A MOVIE
Whenever I’m with a client or business owner and the discussion turns to SEO (Search Engine Optimization) I immediately think of actor Clint Eastwood and one of his most famous “spaghetti western” movies The Good, The Bad And The Ugly. The reason I think of this movie is because SEO has qualities that are reflected in the title of this classic movie. (see below) That’s also why I used it in the title of this post. I intend to present some of the key reasons to use SEO and why it needs to be part of your ongoing online marketing strategy and budget. Therefore, don’t expect this to be a technical discussion on the subject of SEO. Also, some may be disappointed to learn that there won’t be popcorn or a movie review included here. (Maybe they’ll make it into my next post).
THE GOOD
First, let’s look at the most important and valuable benefit of organic SEO which is getting found online by your target audience. To the layperson that might sound like a fairly simple and straightforward thing to do. However, the reality is quite different. A search engine works by ranking the quality and relevance of content it finds by crawling websites. The best match to the criteria (algorithm) it uses will ultimately determine the websites with the highest rankings. These websites are typically awarded a listing on the first page of the search results. Granted, this is a somewhat simplified explanation.
The payoff for websites with excellent SEO is often a significantly higher volume of qualified traffic and potential buyers. Search engines like Google, Bing, Duck Duck Go, and Yahoo continue to refine and improve their algorithms. They do this to deliver the best search results possible.
When SEO is performed by an expert it can be a game-changer for a business with an online presence. Some of the ways to do this are by knowing how to rank higher for certain keywords in searches, building page and domain authority, acquiring “white hat” backlinks, and conforming to the most current search engine guidelines. Of course, all of this is driven by competitive research analysis which has been cost-justified and approved by the business owner.
THE BAD
Alas, not all professional SEO service businesses can assure you of the same level of quality and results for the same price. SEO requires ongoing maintenance, monitoring, and regular performance checks for optimum results. It’s not a one-time “set it and forget it” engagement. So depending on who you select to perform the work and the goals you set it can cost more than you originally budgeted. But don’t despair. A quick review and modification of the work parameters may be all that is required.
Ultimately it is up to the business owner to find the SEO professional they can trust and will deliver the best value.
THE UGLY
Search engine companies are constantly at work updating their technology to improve results. (Google alone averages 3,000 changes a year). This sounds like a good thing – and it is. However, there can be a significant downside to these updates as well. WHAT? Yes, search engine updates can unexpectedly and adversely impact ranking for some websites. Websites that were normally ranking at or near the first page might be found much lower after an update.
To be fair these improvements are not intended to be harmful. And search companies in good faith will publish information on these changes ahead of an update so websites can be updated and made current.
Needless to say, a significant drop in search engine ranking can be alarming to a business and negatively impact sales. So how do you avoid this situation? Here are some simple tips:
1. Be proactive – monitor changes in your SEO ranking frequently.
2. Stay current – closely follow search engine update news.
3. Don’t panic – hire a professional SEO services company to help you get the best results.
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