Frequently, I am reminded how confusing search engine optimization (SEO) can be. It is a highly technical concept that is complicated with unrealistic expectations and assumptions about how things work. When there is this much confusion, people tend to sell on fear and insecurity. If you have doubts about logical processes being used for your SEO, you should know it can be very logical if you re realistic about what is possible.
Our SEO process begins with the selection of Efficient Keywords. These are keywords on which you can realistically be ranked more highly more quickly. They are also terms that are confirmed as those being searched. More than likely, a vastly popular term is not going to be an efficient keyword because of the amount of competition. So, Reality Check #1: get ranked where you can and build up your traffic. Traffic the one thing you cannot fake. If you have it, you are going to be considered more relevant.
Reality Check #2: Just because you think a keyword is valuable doesn’t mean that it is. If a keyword is not being searched, we cycle it out and replace it with a keyword that is being used. Many clients get enamored with certain words with which they identify. There are online tools that tell you if words are being searched. These are much more accurate in determining value of the keywords than opinion.
Reality Check #3: Just because you are not optimizing for a given term does not mean you cannot get relevant on it. Most people do not realize that their reports only detail the words that are being optimized. That is not all keywords.... just the ones being reported on. A good way to look at this is the words on your SEO reports are being worked and prioritized for effort. They are not your exhaustive list.
Reality Check #4: Sticking with a consistent organic strategy is the best way to go. A great deal of the strategy is selecting keywords. Any time you make changes, you open up the chance of going backward before going forward. If your SEO company can’t tell you why they are choosing certain words or employing certain strategies, you may have a problem in this area.
Reality Check #5: Focus on traffic. The goal of an SEO program is increased traffic. Don’t get sidetracked by a fixation about appearing ranked on certain terms. The effort to get there (which is often futile on the clearly most popular terms) will not be worth the cost in time and money and still no results are assured. Your SEO goal should be to increase traffic and by doing that your relevance as it relates to other, more hard to get terms. Sure higher placement on some terms should yield more traffic... in theory. What we know for sure is that sometimes taking the path of least resistance gets you what you want the most: more traffic. As far as the high value words... that is what paid search is for!
If you are looking for logical, methodical and sensible SEO strategy, try our Efficient Keyword strategy. Just email at donald@dogstarmedia.com for details.
