SEO Is Not Dead...It's Just Evolving

SEO DEAD ISN’T … it’s just evolving

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World Wide Creative's Head of SEO, Dean Claassens presented at One Up Agency's Consumer Marketing Insights event in Cape Town, South Africa on 15 October 2014. His presentation dealt with what he believes to be a major misconception in the digital marketing industry - that SEO is dead and useless. Slide notes: Slide 5: SEO makes users more likely to find your website and makes sure that they find what they’re looking for when they get there. Basically it increases traffic to your website as well as the likelihood that it’s the right traffic. (Image credit: http://google-classic.com/) Slide 7: Old school SEO was all about the nuts and bolts – the be all and end all was getting the number 1 spot on Google for the chosen keyword. It was about optimising web pages based on a checklist: Are the keywords in the title tags? Are they in the metadata? What about the headings? Have you optimised images? Done some linkbuilding? Bought some links wherever you could? (Image credit: http://www.ellisjones.com.au/) Slide 8: Along came Google Panda, an algorithm update that was designed to weed out low-quality websites. Large brands which had bought links on these sites fell out of their top positions. Panda 4.0 rolled out on the 20th May 2014. One of the biggest sites that was hit was ebay with a 33% decrease in total traffic and an 80% decrease in their organic rankings. You couldn’t even find eBay for their own branded keywords. (Image credit: http://knowyourmeme.com/) Slide 10: As you can see, SEO has evolved – and still is evolving! Slide 11: It’s about how well your website fits into each of those categories that will dictate its position. (Image credit: http://wwc.co.za/en/home/) Slide 13: Content alone is no longer king. Slide 14: Most content should be designed with shareability in mind: My best advice for content marketers - if you can't answer the question "who will help amplify this & why?" don't publish it (Rand Fishkin). Slide 15: Make sure your content resonates with your audience. Make sure your site is a joy to use – People will want to share something if it’s awesome and useful. Eg “10 life hacks that make kitchen work easy.” Make sure that your content is saying something that makes an impact on peoples' lives. Slide 16: Know who you are targeting. Content has to be relevant to your audience. Links have to be relevant to your content. Keywords have always been part of SEO and this is something that hasn’t changed. Relevant keywords inform the direction of your content strategy. The impact on the bottom line from choosing keywords that are relevant to both your audience and your business, is at the core of why we do SEO. (Image credit: http://www.makerschool.org/)