“The only constant is change”
As clichéd this term is, it is the perfect way to describe the relationship of Digital Marketers with Search engine Optimization (SEO). Google’s algorithm is constantly changing hence so is the SEO strategies of digital marketers are too.
Luckily, Google Webmaster guidelines clearly spell out what they’re looking for:
- Make pages for users, and not for search engines primarily
- Don’t deceive your users
- Avoid tricks to improve search engine rankings
- Think about what makes your website unique, valuable and engaging. Make sure your website stands out from others in your field.
Note that the first bullet point emphasizes on users other than the search engine. Although your website should do decently well to rank on SEO, technical SEO can only go so far. Ranking for keywords can get you on the first page of the search engines and drive a ton of traffic to the site, but without these visits turning into leads, you will be wasting your money and time.
SEOs Bring a Lot More to the Table than Technical Skills
Long before a company puts together a digital marketing strategy, they combine and try to assimilate a team of well-rounded individuals who will combine the analytical understanding of SEO with the creativity required for the engaging content.
For example, Moz scraped more than 75,000 jobs in SEO and found out that SEO jobs ranked peaked between 2011 and 2012.
The study also looked at the data for the most common jobs to identify the five most common titles for six search queries: “digital marketing,” “content marketing,” “SEO,” “social media marketing,” “PPC,” and “Google Analytics.”
Only one job title with SEO cracked the top five while other titles such as Digital Marketing Manager and Marketing Manager were more prevalent – indicating that SEO knowledge is a desirable skill when paired with many other marketing competencies.
These insights indicate that more brands are looking at their search marketing efforts through a different lens.