Search Engine Optimization – A Customer Centric and Connected Approach | SEO Service Provider
Search engine optimization beyond the tactics and techniques: relevant, connected, content-intensive and customer-centric.Search engine optimization (SEO), along with email marketing, belongs to the oldest digital marketing techniques. Traditionally, search engine optimization was approached as a relatively technical matter, driven by a focus on how search engine algorithms work and how to get ‘link juice’.
Things have changed, however and the focus is increasingly on the question, task, context and customer experience of people looking for answers using search engines. As usual it’s always about a good mix and integrated marketing approach with the user/customer first. This isn’t new: in the end a customer-centric and connected approach always prevailed, in SEO as well and good SEO practitioners knew that. What has changed is that everyone needs to get that now. And realize that search will change a lot in coming years.
The aim of search engine optimization is to have online pages, such as website pages, blog posts or other online destinations (e.g. a SlideShare presentation) rank high in the natural or ‘organic’ search engine results for pre-defined keywords or search queries. These keywords can consist of single terms or a combination of words. In the early days of the Web a lot of attention was given to high-volume and short keywords people used. However, as the search behavior of the Internet user evolved and the Web became more crowded, the focus started shifting towards so-called long-tail keywords. Search engine optimization service benefits and the case for relevance
The attention for search engine optimization, an evolving and dynamic activity that changes as search engines change their so-called algorithms, has never dropped, even with the advent of many new digital marketing tactics and evolutions such as content marketing, social media marketing (social signals do matter a lot), etc. On the contrary, social signals and content marketing, led to even more attention for search engine optimization and an integrated approach (recommended reading in this regard: Optimize by Lee Odden). Sometimes the focus on changing algorithms seems a bit ridiculous. Each time Google’s well-known Matt Cutts shares another video, bloggers, SEO practitioners and content marketers with an online focus start analyzing and adapting before you can watch the end of yet another Cutts video. Imagine how high the – perceived – stakes are.
Yet, in the end, nothing really ever changes from a more fundamental (non-technical) viewpoint.When looking at the future of content marketing, Lee Odden emphasized that integrated approach of social, search and content and the need to move beyond silos again. And it’s not just about tactics. For me, search is and remains a matter of promises and relevance with the way people search in mind. Search is part of a multi-channel customer journey and Google will be the first to confirm it.
Google, even if under increasing pressure, is and remains the number one search engine and with people like Ray Kurzweil on board, who knows what’s coming next. We’re still in the dark ages of search and our children will certainly laugh about the ways we found and shared information. But Google keeps changing the ways we search/find and will keep doing so. Think big fat data. Think fast data. Think AI and semantic. Think context, location, touch, voice and so much more.
However, the essence remains: people will find information on their terms and relevance, in the broadest possible sense, should prevail with choice as a key element (if not we would end up in an information prison and sometimes it seems we start getting there). In this and many other senses, content marketing, when approached in a strategic way, and search engine optimization are tightly connected but they are not one and the same despite all the “this is the new that” mantras, even if the search dimension (from keyword research to content optimization) plays a key role in defining a decent (digital) content marketing strategy.Here are some other reasons why search engine optimization remains so popular :
The majority of buyers use search engines during their journey across various stages. In fact, most buyers at one point or the other use search to find relevant information in a commercial context.Search engine optimization is cost-effective and, when well done, leads to good conversions and other marketing results.Emerging digital technologies enable new ways to optimize the position of an online destination in organic search results and go beyond search in the strict sense, including for instance social interaction.
As search engines have continued to update their algorithms on one hand and ‘punish’ spammy SEO tactics on the other, the search engine optimization community has been analyzing the impact of all these changes and so-called ‘black hat’ SEO practitioners (or frauds) always came up with new ways to circumvent the latest changes. Now a days, SEO Service is very important for increasing the traffic on the site and for improving the ranking .There are several companies which provides above discussed services like Biphoo Marketing Solution (BMS) is one of the best service provider which enable its clients to grow their business by making optimal use of various online channels like Search Engine Optimization, Pay Per Click, Social Media Optimization, Viral Marketing Services, Brand Building, Online Reputation Management .They provides different Digital Marketing Packages an individual can choose the package according to their requirements.
However, what’s most important – and this doesn’t mean that more technical aspects aren’t important but we shouldn’t be obsessed by them – is that a customer-centric and connected approach towards SEO has always worked, certainly with a focus on relevant and useful content (one of many reasons content marketing is often confused with SEO today). In fact, such an approach works everywhere and across all tactics as we see over and over again.
More technical-oriented SEO practitioners will probably throw lots of terms at you and disagree with some statements. It’s good to apply some technical aspects and if you fully take care of your content for instance, knowing some of them will certainly help.But nothing beats a customer-centric and connected approach. And, yes, content is essential in it, as long as it’s darn relevant.