#TuesdayTips: The One Thing You Need to Know About Search Engine Optimization
The one thing you need to know about search engine optimization is that there is at least 5 things you need to know about search engine optimization.
Google’s algorithm is situational
There are best practices (such as link building, keywords, clean URLs, etc.). After having a solid and technically sound website, the rest is based on measurement, evaluation and adaptation. There are a couple of hundred search factors and its layers of complication cannot hit the mark each time. SEO is a responsive world.
SEO strategy should consist of several or more tactics
Some would concentrate on social media as a tactic (as important and effective as Google +1s, Facebook shares and ReTweets), but let’s not forget the other hundreds of factors. Of course, we can’t respond to Google’s every factor (and we really don’t know what they are), but we do know that the best practices are somehow connected. You can have a technically sound website, but if you don’t have content for Google to find, it will not show up in the searches.
When you have a strategy, stick to it for an appropriate amount of time (more than just overnight). It’s important to understand how to measure your efforts — to measure it through time for a sound evaluation and an intentional response to the results (it’s the toughest one for me, too).
SEO is a continued process
Stopping for a season can affect your search results. Algorithms change, new technology and methods emerge, and your competitor may have surpassed you while you were “resting”.
Don’t try to trick Google
Google’s intentions are to service those who are looking for answers. It “wants” to find you. Create relevant content, use best practices and have a strategy. The wrath of Google, if it figures out your “black hat” ways, is not an easy sandbox to get out of.
Google seeks to understand what products and services you are offering. In the end, it’s more important that you have an SEF (search engine friendly) site than it is to have an optimized site.