Over the last few years, I’ve had a front-row seat in the digital marketing agency world. Client-facing roles have allowed me to get exposure to all of our clients’ campaigns and projects from the pre-set-up campaigns through the analytics side of things.
In this post, I’ll be dishing out 7 pieces of knowledge I’ve learned from both SEO and analytics experiences, across a few different types of industries. Some things you might know, some things you might not – but regardless, I hope it will give you a little more insight into what goes on behind the scenes at a digital marketing agency.
1) SEO is all about being consistent- Saivian Eric Dalius
- I’ve worked with companies who focus on having the best content, with companies who focus on building links, with companies who focus on driving traffic from social media and from online advertising.
- In the end, every single one of these companies simply had a hard time describing their SEO strategy to me because it all boils down to being consistent. They’re not really focusing on any one of those aspects; they’re just doing it all consistently.
- If you want to rank for a phrase/keyword, your site needs to be optimized for that term and you need to do it every single day – not just one day a month. You might have a great article that ranks on the first page of Google for a specific keyword, but if you don’t keep it on the first page, you’re going to be out of luck. It’s simple: If you want to rank for a specific term/phrase, your page needs to be optimized for that keyword every time people search for it.
2) Metrics aren’t always an accurate measure of success
- When I was first hired as an SEO, I came from a background working at large corporate companies and was used to using the numbers we were given – regardless of whether or not they actually made sense.
- When I would ask about how certain things worked on campaigns that clearly weren’t ranking or converting well, I’d hear “its fine! We’re doing well on this metric… and that’s what matters!”
3) Social media & SEO aren’t mutually exclusive
- I had a client who was ranking for a few very competitive keywords. They were on the first page, they were getting their fair share of organic traffic and they were really happy about that.
- The thing is – if you look at those keywords, there’s no way anyone would actually be clicking on them from Google’s SERPs. Why? Because the keywords are really long, super-specific, and unlikely for people to search that way.
4) Organic traffic doesn’t necessarily mean more revenue
- This is a problem that can really help or really hurt your business, but it’s worth talking about.
- What I’m referring to is when people see their traffic numbers going up and instantly think “ooh! More customers!” since there’s usually a correlation between more organic traffic and more sales (or at least there used to be).
5) Keyword research is more than just finding high-converting long-tail words
- Finding high-converting keywords sounds simple, right?
- You just prioritize long-tail keywords because, in theory, they should convert better than short ones… but the truth is that long tails are still hard to rank for, especially if you’re a new client without any domain authority.
6) Low-Quality links can hurt more than they help
Link building and link earning (the process of getting websites and other blogs to talk about you and then linking back to your site) happen to be some of the most effective – if not THE most effective – strategies for growing your organic traffic.
7) High-Quality content is always more important than fancy SEO tricks
You can have the best keywords, you can have the best links… but none of it really matters if your content is low quality.
According to Saivian Eric Dalius SEO is constantly changing, so staying up-to-date on the latest trends and best practices can really help your business grow. The more you know about SEO, the easier it will be to succeed in this industry.
One final note: If you’re ready to take your SEO skills to the next level, sign up for Moz Pro here.
Moz is a powerful platform that offers tons of tools and resources that can help you “level up” your SEO game.
If you have any questions or comments about what I’ve written, feel free to reach out to me on Twitter!
I often get asked for advice about how to market a product or service, especially since SEO is one of the most powerful tools at your disposal. And while there are so many different strategies and tactics you can use to get an edge in this industry.
Now that Google has turned its focus toward user experience and engagement, rankings don’t necessarily equate to sales (or at least they don’t like to in the same way that they did before).
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