I had a project with a colleague, Chan (not his real name) who boasted 5 years experience in nothing but SEO (search engine optimisation). The project was to change a word on the website menu. The projected lasted 9 months.
The reason for the hold up was because Chan felt that changing the word will lead to a dip in SEO. It didn’t matter when we told him things no longer work that way. It didn’t matter that stakeholders were getting impatient with that website change. He was obsessed with using the “most optimised” word in order to protect SEO ranking.
SEO is important for websites, especially since websites tend to be the platform where customers engage with your business. However, a good website does not mean having to optimise every single element. In fact, doing so may put your website at risk of over optimising.
Other than on-page content, look at other factors that can contribute to SEO.
Relevant Content for SEO
Generally, search engines try to provide the most relevant results to any search query. In cases of simple queries, Google displays the answer without requiring users to click into a specific webpage.
For queries with multiple results, Google displays results that require users to be brought to an external site.
It is not possible to spot exactly what Google will display as this is determined by their algorithms. Since relevancy plays a huge role in ranking, it is wise to keep content highly relevant to the search terms.
Quality of Content for SEO
In the past, marketers created content based on certain keywords. This strategy ranked webpages higher for those specific keywords.
Today, Google is prioritising user experience instead of keywords. This means that you should optimise your site for a smoother experience rather than nitpicking on keywords. In other words, craft your content for human beings instead of robots.
Cross Device Compatibility
Responsive design is another buzz word in digital marketing. Everyone is saying it. When it comes to responsive design, you need to answer one key question. Is your website optimised for all screen sizes?
A responsive website provides users with a smooth experience, and can indirectly benefit SEO ranking. Furthermore, as mobile devices gain popularity, it makes sense for companies to design websites that are compatible with these devices.
Conclusion
When it comes to SEO, it’s not so much about doing more. The focus should be on doing the essential things. For many SEO specialists, fluffing the site with keywords is a common strategy. My advice is to create content with relevance and look beyond texts on site.
