In this blog post, I'm going to completely ignore SEO best practice in order to see if it still gets traffic.
A lot of times when I do an SEO audit for a client, I see their competitors doing better in terms of ranking and traffic despite a lack of investment in SEO, good copywriting, or even basic grammar and spelling.
Here's why they're still "successful" in spite of all that:
- They have a lot of content
- They post often on social media
- They've been doing that for a while
This doesn't mean SEO is dead in 2021 or any such nonsense. SEO is as relevant as it has ever been, if not more thanks to a more competitive market.
But that doesn't change the fact that in marketing, nothing is better than direct referrals. And search engines are not as direct as a friend posting about something on social media.
Search engines are a tool used to present relevant information to search queries. The difference for SEO today as compared to before is that it's harder to game the system.
You have to actually be relevant.
That's why it's important to work with someone who understands how to speak search engine while also being true to your brand and relevant to your customer.
The relevance to your customer is everything--after all, we all know that person on social media who keeps pushing their pyramid scheme nutrition products, and all that sharing--all those backlinks are great for SEO... but...
I mean at the end of the day, a pyramid scheme is still a pyramid scheme. Search engines can't necessarily detect that (yet) but human intuition certainly can.
And that's why getting attention or getting discovered is hardly even half the battle. If people find you, whether thanks to a search engine referral or a friend, they better like what they see...
Or that's the last time you'll ever see them.
Over time, in a world with billions of people, views add up. But engagement fluctuates. And it's really easy to out-rank someone who is inconsistent, not engaging, and not following SEO best practice.
It's not about investing in SEO. It's about investing in someone who can help you develop relevancy online. Keywords and everything else that is best practice for SEO serves to get you there faster, more accurately, all while doing things that are inherently good for marketing your business online.
But at the end of the day, search engines don't pay you. People do. So it's always more important to be relevant to the players than the game.
Speaking of, thanks for reading this. I'd like to offer you 20% off any of my services with the promo code RELEVANTREADER