SEO

Increasing SEO Competition and Change: Survival Not Mandatory

seo competition Increasing SEO Competition and Change: Survival Not Mandatory

Image by Rebekah May

It is not necessary to change. Survival is not mandatory.

- W. Edwards Deming

It’s safe to say the way search engines work is changing; but then, it’s been safe to say that since the first engine rolled out. Is SEO changing, though? Think about it:

  • Since people first started using the Web to advertise their business, they’ve been hiring other people to figure out how to make sure their business gets visibility.
  • Search ranking, and thus, SEO, is becoming more competitive. But then – hasn’t it been “becoming” more competitive each year for several years?
  • Choosing the right keywords to target is essential – but hasn’t it always been?

So, then is SEO, as in the whole, encompassing “Search Engine Optimization”, changing or are the number of methods just growing?

Changing SEO Methods

The number one, never changing method of SEO is the three T’s (tracking, testing, tweaking). As far as I’m concerned, Alfred Edward Perlman perfectly described the mindset of optimization almost 60 years ago:

“After you’ve done a thing the same way for two years, look it over carefully. After five years, look at it with suspicion. And after ten years, throw it away and start all over.” (New York Times, 3 July 1958)

In yesteryears, SEO might have been nothing more than a few reciprocal links and some on page optimization. Today, it could be a long list: article marketing, blogs and other content development, URL structures, back links, you name it. While methods may change, grow or depreciate, the same two truths hold firm. They are:

  1. An SEO campaign cannot be thrown together. It has to be carefully planned – as any campaign should be.
  2. An SEO campaign has to be revisited intermittently and adjusted as necessary – as any campaign should be.

This is not news. These are the basics.

A side note on SEO service providers…

If you’re starting a marketing campaign and know nothing about marketing, would you consult a professional before starting? More likely than not, you would – you’re pushing hundreds or thousands of dollars down the drain that way, and you know it.

Now consider this; how much is it costing you to keep your online business going? Hosting, website design, writing (whether you do it or hire someone, it costs time or money), marketing perhaps… Are you willing to see all that go down the drain as well? You don’t have to consult with an SEO professional, but there is a degree of risk without at least checking your campaign with someone in the industry. End of lecture.

Succeeding in a Continually More Competitive Marketplace

So what does it take to succeed nowadays? What steps can you take? Here are just a few:

  1. Define your SEO strategy, content and site structure before beginning any of it. If you have a pre-existing site, define it anyway, and make necessary changes.
  2. Make sure the company or person designing your website understands at least the basics of good on page SEO structure and uses it accordingly.
  3. USE your analytics program. Most hosting providers have one and, if not, you can grab Google Analytics free. If you can’t see what’s happening on your site, how do you expect to know what to change and where?
  4. Don’t automatically go for the high search, high competitive terms. Start with the lower ones (thusly called “low hanging fruit”) and build traffic gradually.
  5. No matter what else you do, don’t ignore content. The search engines want and expect content. You have to provide it; it isn’t optional.

Lastly, understand the World Wide Web is the busiest place on Earth. Don’t believe me? In Africa, a continent full of third world countries,almost 111 million people use the Internet. In Asia, the last count was 825,094,396 Internet users. Worldwide, there’s almost 2 billion. (Statistics thanks to Internet World Stats )

It’s also the smallest place on Earth; companies in Germany can be your direct competition, even if you’re just a local online business shipping to three area codes. Be willing to change your strategy, your methods and your content to meet the needs of 1) your visitors and 2) the search engines. Survival isn’t mandatory, but it sure is nice.

947343f2fa4fcaadac2a8a433fc76043 64 Increasing SEO Competition and Change: Survival Not Mandatory
For the past fifteen years Gabriella has held positions as a consultant, web developer and creative director until she decided it was time to open Level 343, an SEO and copywriting company. She fancies herself an Italian rocker, rebel and SEO geek. She loves singing in the shower and keeps a notepad next to her bed.

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16 thoughts on “Increasing SEO Competition and Change: Survival Not Mandatory

  1. Gabriella this was so sweet! very well written article and nice stats as well :)

    well i must say i agree and the moment i read the quotation on the 1st line i said yes! Survival isn’t mandatory but its Good i guess! and the way you ended up like wow!

  2. Gabriella this was so sweet! very well written article and nice stats as well :)

    well i must say i agree and the moment i read the quotation on the 1st line i said yes! Survival isn’t mandatory but its Good i guess! and the way you ended up like wow!

  3. Terrific article. It makes one of the points I stress with my clients, you can’t just put a site up and expect the world to beat a path to your door.

  4. seo is a very powerful way indeed , using seo needs lot of work no denying and good results depends always, your post was very informative so thank you for sharing it with us !

  5. modern businesses have a real cutthroat competition nowadays that’s why SEO had evolved into something much bigger.,.its making a lot of noise online.,its hard to let SEO static because the market is rapidly changing its pace,.but i have to say.,,.yeah..i agree that it isn’t mandatory.,its just that some business owners out there wants to prove something.,.to become an empire perhaps?.,./lol=).,.

  6. Great Post! Could not agree more that while the engines maybe changing the fundamentals of SEO remain the same. The key, as you pointed out, is flexibility. Things change and you have to be able to change with them or get left behind.

  7. Great Post! Could not agree more that while the engines maybe changing the fundamentals of SEO remain the same. The key, as you pointed out, is flexibility. Things change and you have to be able to change with them or get left behind.

  8. Great Post! Could not agree more that while the engines maybe changing the fundamentals of SEO remain the same. The key, as you pointed out, is flexibility. Things change and you have to be able to change with them or get left behind.

  9. Nice article..was expecting some more information though.
    Search engine optimization is an ongoing technology that aims to satisfy the needs of both the humans and the various search engines.The information could include anything and everything that we come across while surfing on the internet.

  10. Nice article..was expecting some more information though.
    Search engine optimization is an ongoing technology that aims to satisfy the needs of both the humans and the various search engines.The information could include anything and everything that we come across while surfing on the internet.