Why Good Content Isn’t Enough To Compete In SEO: The Ultimate Guide
Let’s first look at how competition has shifted in the past few years.
Back when I started my SEO career, the key players were Google and Yahoo. They still have a large share of the market, but they don’t dominate like they used to. Today’s biggest players are all international companies, with vastly different strengths and weaknesses. You see some of them doing reasonably well on the international stage, others do pretty well in their home markets, and still others suffer due to cultural differences.
Each of these search engines has a different philosophy when it comes to user experience, as well as its own set of specifications and parameters for what constitutes good content.
The importance of backlinks
Remember back when search engines treated links as one of the most valuable aspects of your website? They were the first thing people found when they searched for your product, brand or site and they were the very first thing people clicked on when they clicked on any other link on the same site. Links were valuable in part because of the way people use the internet: Some people scour for long-tail keywords and click on links from sites that rank high in that particular area, while others click on the link and then go back to the website that was actually ranking highly.
This makes link building a complicated and tricky endeavor.
Social media optimization
If you don’t have a substantial social following, you won’t be in business very long. Ever since Google tightened up its algorithms, user engagement on the web has gradually taken a nosedive. What’s worse, social media marketing is practically free.
As an example, in the last month, I received 33 notifications from Instagram, 28 from Facebook and 36 from Twitter. If we count this as one tweet, 1,560. If we count this as two tweets, 2,560. If we count this as one post, 3,340. Multiply all that out and your twitter followers are worth quite a bit.
Converting traffic from social media is one of the fastest ways to get traffic, and that’s why so many businesses get sucked into the social media trap. However, you don’t need thousands of followers to get traffic.
Localizing your strategy
If your company has a physical presence in a particular area, chances are you’re already doing a better job than most of your competitors — which is why Google recently made a concerted effort to drive traffic to local businesses.
This isn’t the first time Google has made an effort to drive traffic to local businesses. Last November, it announced its Local Guides program, in which it essentially incentivized authors of quality articles to publish them in areas with high populations. This, of course, goes along with Google’s plans to remove Google Ads from low-quality sites and redirect them to high-quality pages, which also further emphasized local optimization.
In the current world of SEO, optimizing your site for local searches has become a necessary strategy. You have to strive to improve your organic ranking to help drive more traffic to your site, especially as more local residents rely on their smartphones to navigate their way around and find information about local businesses. The people who are reading local news sites, searching for local reviews, and researching nearby events and restaurants are in fact living in their local communities, so local SEO is more important than ever before.
The same holds true for SEO professionals who strive to maintain high search rankings. Just like marketers who must also compete on the national stage, improving your regional presence is imperative to keeping your business moving forward.
You can also read about: Google New Title Tag Generation Policy