SEO: One of the most used but least understood terms in digital marketing

Author: Abhay Reddy

One of the most used but least understood terms in digital marketing is SEO (Search Engine Optimization). It is often used to justify any changes that go on a webpage. Ex: “Lets use this link to improve SEO” or “Lets stuff these keywords in the content” or “lets include this keyword on multiple pages so that we can rank higher”. All marketers understand that its important to rank high in search results, but the paradox is that all companies cannot rank #1 for all search terms. The goal instead should be to rank as high as possible (within page 1 and preferably rank #1) for specific generic keywords (even long tail keywords) that are core to the company. By default, companies should rank #1 for their branded keywords. It is easier for large industry leaders or disruptors to dislodge the top results for key generic terms (such as ‘5G’ or ‘AI’), but smaller companies entering the fray are better off targeting long tail keywords such as ‘5G for medical’ or ‘AI for cloud applications’ etc depending on the relevancy and search volume.

Below are some aspects that I think are important and should be taken together vs stand alone.

• Human First: Google and other search companies are creating complex Artificial Intelligence to understand human intentions and keep abreast with browsing trends, so the focus should be on the content, usability and functionality vs trying to game the systems by stuffing keywords…Always customers first and then Search engines.
• SEO is an evolving field. It may be ok to stuff keywords at some time in the past, but the algorithms are continually evolving and the past practices can back fire. With google having around 68% of the world market. Its always best practice to watch out for latest updates in their algorithm. Ex: Google will give mobile sites preference over non-mobile, social cues are important etc – Focus your SEO efforts on keeping up with the trends. You do not have to be the first mover in B2B but be aware of them and pilot. Refer to Moz for updates: https://moz.com/google-algorithm-change
• Content is still King: Create content that customers need and enjoy. Ensure that content is fresh and that there are no technical issues such as 404’s and slow page load times. 
• There are many more tactics that should all be considered together. I am sure that many of the tactics listed below will one day be obsolete as the algorithms changes, but refer to it as an illustration to map what is  important and how they are connected.

Consider the following current trends.

• Get customers to download your mobile app and engage them.
• Gamification
• Security
• Personalization
• Dynamic ads and remarketing.
• PC/MAC browsers are still important for B2B.
• Generational shift impacting B2B (Millennials are now in decision making positions)  
• Voice searches (Alexa, Siri, Google)
• Evaluate how your customers are searching for products and optimize
• Use Paid advertising to bridge the gap
• Shift in where customers search. Ex: Amazon for products, Social networks, Movie searches through Netflix