The SEO Evolution

Search engine optimization has evolved…and quickly

Search engine optimization used to be a pretty easy process. Write killer content, ensure website use-ability, check your meta data, build links and the rest should come naturally. This of course is the very simple version of old school SEO. Times have changed and they have changed forever.

I’ve long said that search engine optimization is NOT about attaining top position for desired keywords but how well your website does it’s job. Top ranking and higher keyword rank will come as a result. From a client perspective this idea helped to manage expectation and from the Searchology perspective this helped to downplay the importance of ‘first place always wins’.

Roughly 70% of all visitors click on natural search results and 25% click on paid search adverts. The remainder click on other opportunities. However, search engines are no longer the only place to find what you are looking for.

Facebook now has over 800 million users…Twitter recently hit over 500 million users. Social media is on the tip of every online marketer and every company is attempting to get in the arena.

The SEO Evolution

SEO is no longer about the best practices…it is no longer about on-page efforts alone. The advent of social media has changed everything for better or worse. SEO professionals must know more, track more and understand more than ever before. SEO experts must embrace social media but need to understand some psychology and communication tactics as well.

It is hard to say when social media became important…I would venture to say it would be the first forum, first blog and the ability to communicate with the publisher of such content. SEO is about communication now and how well you listen to what is going on with your visitors, audience and how well you respond.

Social media optimization is now a critical component to all SEO efforts. Social profiles, communication channels and  their translation into loyal visitors and brand advocates. SEO and social media is now SEO-social.

Social media is not about ROI as much as SEO is…but now that the two are inexorably combined at the hip…it is no longer just about the money. It is about relationships and how well you can develop those relationships online. With 203 million Americans online…you have a choice. Evolve your SEO to jive with your social media optimization or perish.

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