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SEO Isn’t Just SEO Anymore

SEO has been a staple buzzword in marketing for years now, but something has changed. When SEO first started, there were very few channels to have your content discovered other than on major news networks or on rudimentary search engines. Now there are tens, maybe hundreds of thousands of niche networks, blogs, major news outlets, social media sites, ecommerce, review and local sites, and amazing search engines. This makes the old way of just getting links from a few link farms far too obsolete and spammy. The internet has grown into a powerful, but highly complex web of ranking factors. What does all of this mean for the humble SEO out there? This means that simply building links or increasing page views on a site is no longer good enough, we must be much more than that!

If pageviews and inbound links are no longer good enough, what does an SEO really need to do? I’m glad you asked. Gone are the days of solely tracking pageviews, inbound links, and simple keywords as the primary metrics for SEO success. There are too many ranking factors in today’s search engine focused world to only focus on a few useful, but incomplete metrics from the dark ages of SEO. Now, we have to worry about leads, conversions, social, and much more.

Your social media affects your page views and other factors, which in turn affects your rankings. Distributed content or guest blogging is a still a great tactic, but with the decreasing importance of anchor link text it is becoming less powerful than it once was. Keywords used to work, now its all about key phrases and conversion paths. With all of the local listing sites and link farms out there, Google and other search engines are starting to decrease their link values as well. So where does an SEO fit into this modern mix?

Without access and control over all of the digital marketing, it is hard to be a successful SEO and get your clients to rank high in the SERPs. There are tons niche networks popping up everyday, while these sites may be a low source of traffic for your site, if used properly they can often bring high converting web traffic. Same goes for social media. This is really where the new modern SEO fits in, finding ways to help their clients find reliable sources of high converting leads and ways to gain publicity online.

But wait, that sounds like being a marketing manager or business analyst! Well, to some degree it really is. However, it’s still far away from doing the complete scope of marketing and you there is much more to being business analyst, so don’t freak out yet. There is a lot to learn from these two business positions, and if you want to secure your future position with SEO, you better take notice.

Other useful resources:

16 Marketers on the metrics that matter
Fixing the Broken Culture of SEO Metrics – Whiteboard Friday

What do you think?