SEO, or Search Engine Optimization, started out as a content marketing tool that everyone was using. Its focus was based in keyword research and usage, with SEO companies utilizing search terms that consumers would look up in content to get rankings in the search engine results page (SERP). This sounds simple and effective enough, of course, but it can’t last forever. After all, once so many businesses come to the internet, keywords are being fought for left and right and practically become obsolete simply because there aren’t enough to go around.
This initially led to a big problem with spam and filler content, as many less-than-professional marketers were just using keywords to get rankings and trying to stuff them anywhere they could regardless of the other material they created. As a result, Google decided to change its ways and start searching for a better algorithm by which to measure the quality of websites. Any SEO company will tell you that they’re still optimizing for search engines, but it’s not the same as it used to be.
Today’s SEO companies will tell you to focus on quality content first. You have to include keywords, of course, just because they can still draw people in, but only sparingly. Anyone that is using content marketing needs to provide quality, useful content that showcases their ability as a professional and an expert in their industry. This is what Google and other search engines are looking for: quality. Of course, Google is constantly changing their algorithms and SERP requirements, so it’s definitely helpful to stay on top of the SEO marketing industry while you’re building your brand online.
SEO isn’t just about keywords. It was, a few years ago, but not anymore. It’s about creating the best website, blog, or social profile so that people will see that you’re an expert in your industry and that they can trust your company for their needs. Keywords are as outdated as the old school sales pitches your grandfather used. SEO is evolving into social media, and that’s where the future of marketing lies: if you’re going to get noticed, you have to get engaged with your audience on social media.