Does perfect SEO exist?
This is a question on the lips of many as they ponder the relatively new industry and the manner in which it is constantly changing. The most basic form of Search Engine Optimisation (SEO) would involve writing content or tagging content in such a way that it appears as a top ranked result in a search through sites such as Google. When one considers the array of competition out there it is certainly daunting to hope that your web site will be amongst the top ranked results on a Google search. It can be done but is there just one way to skin this particular cat?
The demand for effective skills in this discipline is currently outrageous. Although a few years ago almost anyone could get away with saying they are able to do SEO work, but now this is simply not the case. Companies demand that not only does one have several years experience, but they are also specialists in this style of writing, with the ability to keep up with internet trends and of course in an ideal world to predict them. But is this even possible to find or is this industry becoming like healthcare where it is impossible to know everything so best to focus on just one element?
SEO people are now required to do far more than they used to and in fact this is not just in the manner in which they optimise content. It is also in the way in which they think and in fact they are being asked to take on other jobs altogether. In addition to their SEO functions, they are asked to understand marketing and PR and let this feed into the way in which they work. Given that people study for years to qualify into these fields it certainly raises the question that expectations may be too high. As if this weren’t enough, they are also required to have a high level of technical knowledge. Now finding a technical person that can write or a writer that is technical can be very difficult and is this type of person even out there.
A way to approach this dilemma is to understand exactly what is required of a SEO specialist and this is of course up to the business itself. It must be clear on what its objectives are and what sort of talents the ideal SEO would require. It is easy to see that in these trying economic times businesses expect more from less, but it would seem that this is a short term perspective and those with a long term view that decide on investing in the correct talent for the job are really likely to do better.
Interestingly, there is an increasing trend of PR and marketing people being asked to dabble in SEO. While this again might have worked years ago when things were simpler, this is not going to be an effective strategy in the increasingly dynamic internet environment. Unless there is professional guidance most SEO activities will be futile in this type of situation.
Experts recommend that a company should have a combination of talent in order to achieve optimal results with SEO, PR and Marketing. This includes having a person that is marketing minded who understand business objectives and is able to effectively communicate your business to the world. Technically minded SEO person who understands the internet and the manner in which it works, they would be able to bypass the algorithms and similar measures in place to ensure the best results. A person who is a networker and understands the value of social media and building links. They will get more exposure for the content. Finally a project manager, someone who can bring all of these talents together. Now granted, it is possible to find people with a combination of two of these qualities perhaps, but it would really seem impossible to find all of these rolled into one – disappointing for those businesses that really have to watch their cash flow at present.
When budget is an issue and time to market even more important, it does make sense to utilise an SEO agency. Outsource this work to them, after all they are professionals and they know what they are doing. Given that the work is becoming more and more specialised by the day, this move reduces the time it takes to find someone to employ and the amount of time needed to upskill that person sufficiently.
It makes life a lot easier and ensures that there is indeed some level of great SEO to promote your business.
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