Apr 20, 2016
As the digital landscape evolves, so too has the definition and practice of SEO, writes Michelle Wilding.
Search engine optimisation, or simply ‘SEO’, is indeed a digital marketing buzzword. We see this blanket term plastered all over job titles and role responsibilities around the internet, advising how to do it better. But what is SEO in the first place and why is it so important?
Defining SEO
SEO is an acronym for search engine optimisation. It is a process/set of rules influencing the natural, unpaid, algorithm-driven results that appear on a search engine’s results page (SERPs) – such as Google, Bing and Yahoo, etc.
SEO as a skill set focuses on applying methodologies so that a website, its pages and content (videos, images, etc.) are better understood by search engines and, in turn, gain visibility and traffic for free.
Remember when search results were just ten blue links on a page? No ads or knowledge graph? This was the organic list of search results where visibility and traffic are ‘natural’ and can be earned, not purchased like a paid ad. Results are ranked according to what search engines deem to be most relevant to the intent of the query, based on a series of weighted factors and algorithms designed to surface the best quality content.
The more frequently and prominently a website appears in the SERPs, the more organic traffic it is likely to receive – attracting more targeted visitors with a greater chance of converting them. That’s why SEO is a crucial consideration for businesses and can change their fortunes.
SEO Jobs
The two broadest categories of SEO are technical SEO and content marketing. Although some knowledge does overlap and the end goals are similar (organic visibility, creating a brilliant user experience and, ultimately, conversions), these disciplines tend to get confused in the ‘SEO’ mix.
In Australia specifically, technical SEO qualities are often interpreted as content marketing skills. And so content marketers sometimes apply for professional roles without the expertise. The skillset and tasks for each differ. One is technical, the other practical. Here’s why:
Technical SEO – Involves working with content, its placement on site and the code behind it. For example:
– Managing backlink profiles
– Identifying and fixing site errors (e.g., 403 access denied, 302 temporary redirects, etc.)
– Optimising site speed
– Applying internal linking strategies
– URL mapping and site structure
– Resolving crawler access issues
Content marketing – A subset of inbound marketing, it focuses purely on creating and distributing tailored content. It relies on implementing technical on-page SEO practices (such as integrated keywords, optimised pages titles, H1s and meta descriptions, and internal linking strategies) and meeting the interest of users to succeed.
As you can see, the two disciplines go hand in hand and complement each other. That’s why at Fresh Egg the Technical SEO and Inbound Marketing departments are integrated, not isolated. Both teams achieve greater results when collaborating. If content lacks proper optimisation, it is at risk of being buried in the SERPs, regardless of its quality and value.
How SEO has changed, and the future
In the past, SEO was all about over-optimising websites to game search engines. Keyword stuffing, link building and low-quality content were employed tactics that took obscure pages to the top of Google’s first page.
Today, the Big G have tightened the rules and their algorithms to ensure that only trustworthy, relevant and unique content is easily found by targeted demographics in the SERPs. Algo updates such as Panda, Penguin, Hummingbird and Pigeon have made the SERPs more human-focused, with a local emphasis.
Brand power, engagement (comments and social shares) and relationships are signals that add value to a website. Great content ensures your intended audience has the information it needs (search intent) – if the content demonstrates a high level of expertise, authoritativeness and trustworthiness (E-A-T), it is better meeting Google’s quality standards.
Keywords (whether an exact match or conversational) and on-page optimisation assist the ranking process which evaluates how relevant the page is to searches that include the focus keywords – and therefore how the page will appear in the SERPs. Hence, technical SEO and content marketing work best together.
Why work in SEO?
Whether you’re in-house or part of a client-facing agency, it is so rewarding when fantastic results are achieved due to applying SEO best practice. And because the search landscape, social media and technology are constantly changing, excitement is added to your role, and you’re always learning. SEO truly is a scientific art.
Interested in advancing your digital marketing career? Get in touch with Precision Sourcing or check out Fresh Egg’s current vacancies.
