7 Reasons Good SEO is Sustainable
The best search engine optimization (SEO) simply works, much like Apple’s advertisements when talking about their products. But much like those products, there’s more under the hood than one might see at first glance. Like a performance machine or a well-tuned musical instrument, sustainable SEO strategy isn’t something that happens by itself.
It requires a combination of content marketing, skill, know-how, and perseverance to be successful. Below we will be discussing the inner workings of this process and how an SEO agency using these strategies can help your business and clients.
To proceed, we need to understand what makes sustainable SEO different. In simple terms, it’s straightforward, simple, and at times bold. It makes a statement, but what is it besides being a route from one place to another? The bottom line is, anyone, can call the SEO path they built a road but putting on a black hat and making a dirt track through a field doesn’t qualify it as a road, even if it was hard work.
Navigating the World Wide Web with Search Engines
Roads, while generally a standard, come in all shapes and sizes. One can have a rutted road for tractors and off-road four-wheel-drive vehicles, or they can have a four-lane superhighway. They’re all a means of transporting something, and in the case of a business website, that something is information, which you ideally want on the first page.
The type of business you have and your interest in promoting that business across the World Wide Web will dictate your target audience and the kind of road you ultimately build. However, there’s a bit more to it than just being website owners.
Search engines are a bit like cross-country drivers. If they learn about your road, and there’s a benefit to taking it, then they’ll mark it on their maps. The more times your route is marked on their maps, the better-known those roads will become. The only limiting factor is whether you’re building roads capable of sustaining long-term website traffic and meeting growth. That’s where the quality of your SEO comes into play.
We’ve compared roads to the best SEO in the above examples, which is an accurate analogy. They both take work to maintain, and good roads increase traffic just like good web design. On the other hand, bad roads either decrease or simply turn away would-be visitors and can quickly destroy your search rankings. Because of this, the first thing we would like to talk about is website traffic.
Site traffic will always be relative to what you’re offering and how aware others are of it being there. For example, imagine a theme park full of high-quality content in the middle of nowhere America. If there are no roads and no advertisements for this park, it’s unlikely anyone is ever going to visit.
However, if we improve our outreach and significantly boost the advertising, we still won’t get many visitors because the roads cannot handle the traffic. On the other hand, if we only improve our roads, we still won’t see a significant increase in traffic, because no one knows about our park.
Therefore, it’s important to consider the SEO tools available to better show an attraction’s visibility, availability, and the sustainability of the entire marketing ecosystem. Additionally, the quality of the attraction is paramount because this is what people are coming to see, although in many cases, the technical SEO may have no control over this element. Again, taking the example of our them park, imagine you are traveling on a well-maintained and high-quality road towards this place.
You’re excited because you’ve seen the place favorably advertised. Yet, the opposite side of the road is full of traffic from people leaving your dream destination. That traffic is your bounce rate. If you find the advertising has been misleading, you’ll leave and take a lasting negative view with you. Your short-term impression will damage both the property and success of any future advertisements.
If you consider the above, you’ll see why good SEO works. There is no more effective form of digital marketing to increase traffic other than quality SEO. It raises awareness and compels clients on the fence about buying to move towards a conversion. The results are unquestionable and easy to track. Because of this, many buzz words and ideas are floating around the concept of good SEO. And, in terms of digital marketing strategies, it has no equal.
Hear From Industry Experts
Read the latest tips, research, best practices, and insights from our community of expert B2B service providers.
Cost-Effectiveness and Trust
SEO is perhaps the most cost-effective of all marketing strategies. Loosely speaking, it uses targeted keyword research to market products or services to users who have specifically searched for those items. Targeting advertising to specific audiences results in better-qualified traffic. One method of doing this is through focusing on local SEO advertising. As a result, the overall conversion cycle is shorter, resulting in significant savings for your business.
Proper SEO allows results to be actively and accurately measured, using Google Analytics or similar tools. Because of this, clients can easily track advertising investments. This is true for traditional brick-and-mortar establishments, e-commerce sites, or hybrid businesses. Whatever your business type is, you will be able to measure your SEO campaign’s success instantly.
Since these metrics are so easy to track and compare, it becomes much easier to measure and adjust any sales campaigns or tweak them to meet the needs of individuals or groups that may not fall into standard categories.
SEO is an industry where the only constant is change. Search engines continuously improve their methods and update their strategies to identify quality content. In part, this is due to the necessity of providing search results to clients which are accurate and reliable. However, sometimes an advertising campaign or presentation may not achieve the desired results.
In this case, one can simply adjust the initial work to fit the new metrics. Adding in more long-tail keywords is one way of making minor adaptations to a site over time. This level of adaptability preserves the initial effort while allowing it to be modified to meet a client’s changing needs.
The better your SEO, the better your conversion rates, which lifts you in the SERPS. The reason for this is relatively straightforward. The more people are aware of you, and the product or service offered, and the better targeted that awareness becomes, the more interest from those who want what you are providing will grow.
You can increase these numbers with pay-per-click advertising (PPC), and through online marketing. As the number of people increases, so will your sales. In this case, the only limiting factor is your ability to meet demand.
When you improve the optimization of your website content, it will help search engines better identify the purpose of your webpage, particularly if there is a great deal of organic traffic. Then, engines can categorize and rank your site more accurately.
The more accurate any search result is, the more users will find their search target, and the more likely it is your site will appear in organic search results. You can further improve the user experience using social media links or inviting influencers to write guest posts.
All content needs a purpose. Too often, writers receive a series of keywords targeted towards a specific goal, with a set of backlinks. They write readable content which ticks all the appropriate machine learning boxes and leverages link building. However, when a knowledgeable user or a casual but interested reader comes across this type of content, they quickly realize it’s written for a machine and not a human. In essence, this continent has no purpose.
There is no reason for it to exist outside of artificially manipulating search engine results. Over time, search engine algorithm updates penalize this type of content and, in some cases, remove it entirely from the search results page. Content written for machines is the exact opposite of sustainable SEO, and you should never use it.
Future-Proofing Search Algorithms
Search engine algorithms are constantly changing. Whether you use Google search, Bing, Yahoo, or something else, they all have one goal. Each wants to provide the most relevant results to the end user’s search query. To do this, they need to determine whether the content is valuable or not. The problem is that what constitutes relevant content for one user may be irrelevant for another.
By applying sustainable SEO to your content, you’re future-proofing it because what is relevant and well-targeted one year will continue to accumulate targeted views over a much more extended period. This type of content is known as evergreen and is one of the gold standards of SEO and content optimization.
As you can see from the above information, SEO strategy is not just something you set and forget. Much like the roads we described at the beginning of this article, sustainable SEO is built and structured around several ranking factors, each of which provides an efficient route to conveying content and web pages to targeted audiences. Additionally, it should be easy to maintain, repair, or expand without significantly modifying or altering the original. Again, just like a well-planned and maintained road.
Over time, search engines value sites and content that demonstrates consistent quality and readership over the years. What this means for your site is that if you consistently provide high-quality results, search engines will learn they can depend on your site, your service, and your availability. You can further improve these results by employing guest posts from a popular blogger or paying for content creation and publishing it to sites like LinkedIn.
These actions will all widen the path your potential customers can take to reach your business while increasing the pool of potential clients. You’ll be able to focus on profitability and expansion through sustainable advertisement.