I created a small focus group of colleagues to get their perspective on the current state of SEO and I was completely surprised by what I learned. The outcome of that entire experience can be literally summed up in this one statement; “Forget everything you thought you knew about SEO, most of it is long dead and there is so much misinformation and scammy marketing practices, being done that the experts do not want to even associate themselves with it anymore for fear their brands will be seen in a negative light. SEO is a perfect example of a good idea gone bad for profit.
In truth I was told the chance of someone finding your small business website through a random keyword is about as close to winning the lottery as it gets. That is because if you search for a keyword such as soft drink and you expect to find anything other than the top name brands like Coca Cola or Pepsi on the top, you are kidding yourself.
The fact is, SEO link building and article submission is ridiculously expensive and not really necessary if you create a better overall marketing strategy for your business.
You do not have to put tons of articles and comments all over the Internet on things that have no relevance to your website to be noticed. In fact, this hurts your overall SEO and Social Media score because Google, Bing and all the other Search Engine Ranking Pages (SERPS) are smarter than the average “PANDA,” and they know exactly what you are doing and your brand will be penalized.
Your brand is worth more.
Quality beats quantity in everything you do, always has.
A solid user friendly responsive website with a great mix of static and dynamic content along with a good overall marketing strategy that includes things like email marketing, advertising, on page SEO, blogging and social media is just as effective as any other so called expensive SEO backlink marketing strategy. SEO does play an integral part in your website’s success however, in my opinion it is no longer as important as it is being marketed.
A small or home based website is never going to rank for a high quality keyword. There is simply too much competition and they are generally reserved for the” big corporate guys,” who pay to play. If you are a small website, stop thinking too big and start thinking how your smaller business impacts the marketing and how you can use the Internet to your benefit your marketing.
Many people seem to think they can manipulate it. You can’t, you simply do not have the power or resources to do so unless your using very bad tactics.
One of the things that is highly overrated when it comes to SEO is excess link building.
Link building is only as effective as the site that is linking to you and determining whether a directory or website is worth signing up for is based solely on its ranking, trust factor and authority that it has in relation to your niche.
I get tons of sign ups each day on my website with garbled spammed comments, I delete them! It is a waste of time for me and for the person paying for this. First off, what does my website have to do with cars? Why would you want to put a link back to your car website from my social media website? This is what is being done with your money when you hire SEO companies to comment and place articles on websites, they put them on high ranking websites like mine. Is it effective, if your cat wants to learn marketing it might be.
If you want a permanent link from my site to your site and you deal in SEO or anything related to marketing, then it is worth the link or the comment. It is not what is being done that is wrong with SEO but rather how it is being done!
MOZ developed a few metrics that we can use to determine the level of authority and trust of a website to some extent, but even this is open to criticism and user interpretation.
However, we must begin somewhere and this is a great start. Before adding a link anywhere, you need to determine two things. (1) Whether or not the site is related to your niche and (2) if it has a real high rank page or a perceived one.
A real ranking is based on a site verification, a perceive one is based solely on someone’s else’s opinion. The only one that truly matters is the verified ones, remember, it is the job of a SEO marketer to convince you that the sites they are using, are all relevant and high ranking. They might be high ranking, however they might not be trusted or have have any relevance to your niche. You have to always verify a site’s authority before you put articles, comments or anything on sites that will do nothing other than waste your time and make certain that your SEO team is doing this on your behalf.
They need to make sure that the sites they use are NOT ONLY HIGH RANKING, but are trustworthy, verified sites in your niche. This is the part they often neglect to mention.
How can I tell if a website is up to par?
Verify its domain authority which is the best prediction for how a website performs in search engine rankings. Domain Authority is used when comparing one site to another or tracking the “strength” of your own website.
Your websites rank represents a link popularity score. Pages earn ranking by the number and quality of other pages that link to them. The higher the quality of the incoming links, the higher the page will rank, not the number of them.
MozTrust: “MozTrust is Moz’s global link trust score. It is similar to MozRank, but rather than measuring link popularity, it measures link trust. Receiving links from sources with inherent trust—such as the homepages of major university websites or certain government web pages—is a strong trust endorsement.”