SEO is About More that Just On-Page Optimization
SEO has changed a lot since the early days, and most of it has to do with how much more sophisticated things have become. The queries that search engine users make have change a lot, and so have the search engines. With all the algorithm advancements made after the past few years, the search engines themselves have gotten better at understand the intent behind people’s searches, which means that it is no longer possible to rely on on-page optimization. SEO needs to be looked at from a holistic standpoint, meaning that on-page optimization is one of the important elements of a complete SEO program and not something that can effectively stand alone.
On-Page Optimization Has Changed
As the search engines have gotten more sophisticated, on-page optimization has had to adapt. There was a time when search results were driven by meta data and the actual keywords that were found on each of the pages on the websites. During this time period, SEO’s were meticulously optimizing page elements such as the page titles, headers, meta descriptions, content, and so forth. Because the search engines have gotten more sophisticated, this no longer works. In fact, the old optimization practices are largely considered spammy. Practices such as keyword stuffing and loading a page with what Google refers to as “irrelevant keywords” does a lot more harm than good.
Search Engine Results Are More Sophisticated
Search engines’ algorithms have changed a lot since they were first released. In fact, companies such as Google are always looking for ways to improve search results. The most latest and relevant of these improvements include semantic search and artificial intelligence, or machine learning. The end result of this is that search engines have become very good at determining the intent behind our searches so that they most relevant information is returned.
On-Page Optimization is One Part of SEO
What all of this means is that the on-page SEO tactics that worked back in the early days are no longer viable. Back then, it was all about the keywords you chose and where they were placed on the page. Today, this can no longer work. The sophisticated nature of the search engines requires us to look at SEO from a “big picture” standpoint, which means that working only one aspect of an SEO program (the on-page optimization) will no longer work. If you were to only do the on-page SEO and then let the page sit without creating new content and promoting that content in social media, any initial surge in organic growth will likely drop off over time.
As a white-hat full service SEO firm, we understand how important it is to not only optimize the existing content, but to also consistently create new content. New content increases engagement and also helps increase organic traffic over time. Also, even though social media isn’t a direct ranking factor, engagement on social media also increases because of your content, which could indirectly impact search results. The days of only relying on on-page optimization to increase organic traffic are long gone.
Categorized in: SEO
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