What do you get when you combine complex algorithms, self-proclaimed experts, thousands of unreliable resources, and a confusing line between best and shady practices? The perception of the current state of search engine optimization. If you find yourself perplexed and overwhelmed at the thought of SEO you are definitely not alone. In fact a lot of businesses shy away from the practice all together. But the truth is that a business can benefit significantly from quality SEO efforts. Whether you are looking to tackle your company's SEO efforts on your own or if you are looking to outsource, the best practices outlined below should help clear the water for you.
1. Optimize for people, not robots. The goal of your online presence should be to provide quality information to your current and potential customers in order to increase your sales and market share. By optimizing your site for the search engine robots (spiders) rather than your visitors will often add confusion and decrease the likelihood of them visiting your site again. A #1 ranking is only good for your business if it is converting visitors into customers.
2. Results take time and effort. Because you are optimizing for people, and because search engines can tell the difference, the SEO too good to be true deals are no longer effective. The "#1 ranking in 2 days" deals are actually much more likely to get you penalized than to help you. Producing quality content, interaction with your target audience and building valuable links will take time but will prove much more beneficial to your rankings.
3. Social matters. Until recently social efforts were separate from SEO. However, search engine developers are realizing that the links you are sharing through social media networks should account for something. By sending a link in a tweet, liking an article with your Facebook account, or hitting +1 you are indicating the link's relevancy and therefore increasing its SEO.
4. Algorithms adapt. As long as the Internet is evolving, so are search engine algorithms. The best way for you to adapt is to stay up-to-date and involved with the online mediums that people are using. If Google+ makes Facebook a thing of the past, transition more of your efforts to Google+. When the next online technology makes its way to the top of Internet usage, spend some effort analyzing how it can fit into your online marketing strategy.
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