Evergreen SEO is Still Going Strong
Aspects of SEO That Have Stood the Test of Time
SEO and digital marketing are highly dynamic disciplines. Yet there are some components that are as valid today as they were 20 years ago.
If you study any timeline relating to the Internet and the digital world in general, it becomes immediately obvious how far we have come in how short a time. Twenty years ago, we were just beginning to learn about search engines and rankings. Today, they form a core component of every business’ marketing strategy.
Yet as Jean-Baptiste Alphonse Karr said, “the more things change, the more they stay the same,” and according to one Essex SEO Agency, there are some golden rules that are as relevant today as they were in the late 1990s. Let’s take a look.
It’s all about the user
It is easy to fall into the trap of designing your site to appeal to Google, but that misses the point. Google is trying to put itself into the shoes of the user, so to win at SEO, you need to do the same thing.
Take a step back and think about what makes Google so successful – it provides the user with websites that are relevant and useful to their search.
Make your site the one that solves their problems better than the rest, and you have cracked it.
Sure, there are ways to artificially inflate your ranking, but in the end, an algorithm update will spot what you are doing and send you tumbling down the rankings.
Making your site the perfect place for users is the path to strong and sustainable SEO
Tools and tricks come and go, but getting the titles and meta description right have always been key ingredients to SEO, and this is still the case today.
Every good copywriter knows how to shoehorn your most important keywords into a few brief characters while still creating a page of content that is interesting, relevant and reads naturally.
Also think about your meta descriptions. They do not directly affect SEO, but by supporting the page title, they can have a big impact on click through rates, which in turn play a major role in dictating your organic rankings.
Once again, the key here is to think about users. What are they searching on, what information do they want or help do they need, and what can you put in your meta description to convey the message that your site is the place they are looking for?
Getting the content right
Players of “SEO bingo” never have to wait long for the phrase “content is king” to come up. However, the notion of getting the content right is not just about the “what” (engaging, relevant, unique and so on), but the “how.”
It is as important as it has ever been to take a strategic approach to your content. Spreading it across multiple pages might seem tempting to bulk it out, but can do more harm than good.
If you have clearly defined and well organized pages for each of your most important topics, it makes it easier for users to navigate. And therefore, Google will love you for it too.