SEO is arguably the single most important thing
for your web presence, yet the hardest to understand. As a business owner, you know that you need SEO, you know that your competitors are doing SEO, and you also know that you don’t want to be the business that started too late. So you make a decision. “I’m going to start learning SEO so that I don’t have to pay anyone to do it. Besides, how hard can it really be”. As you dive into what SEO
is you may start with a simple Google search such as “What is SEO?” and you start seeing terms such as “organic”,”SERP”,”editorial”,”natural”, and a never ending amount of acronyms that start making your head spin. Of course, you know from running a business that learning new vocabulary and terminology is necessary whenever you learn something new so you push forward and start education yourself on various SEO related topics. You learn what organic rankings are, you learn about the various search engines that people use to find the services they are looking for, you learn about keywords, unique content, quality content, local rankings, and the list goes on. Your on a roll! Your learning so much and you think to yourself “This is isn’t too hard. Why would anyone pay for SEO?”.
Now you start to get frustrated because on top of having to learn code you also come to find out that your Social Media presence greatly affects your SEO and the Facebook account that you set up 5 years ago with two posts is no longer going to cut it. You need accounts for multiple Social Media platforms and you need to be adding content regularly. You don’t have time to keep up with which Social Media platform is popular right now! It changes every year! Who has time for that? And then there’s the icing on the cake. Google changes their search algorithms regularly. So everything that you just took the time to learn may be outdated and useless by the time you finally finish learning it. And then there’s the cherry on top. If you use that outdated piece of information or technique on your own website it can get you penalized by Google and destroy all the hard work you’ve put into your SEO. So not only do you have to spend an incredible amount of time learning initially, you have to continue learning on a daily basis for as long as your business is still running.
And that my friends is why SEO is a profession. It’s not just a person behind the scenes clicking a button to make you rank higher on Google and charging you $500/monthly. It’s a non stop effort to evaluate your business, your customers, and your competitors to determine what needs to be done to drive more traffic to your website and business. Whether that means making changes to your websites code or making recommendations on how to better your web presence, the SEO professional(if they are good) is constantly working and learning in order to provide you with the best service possible and drive more customers to your business. How you engage with those new customers is another matter which is equally as important. A future article will address this subject. Stay tuned!