There’s always been a bit of skepticism about SEO, especially when it comes to small business SEO services. I think that’s due in large part to the fact that direct ROI has historically been hard to pinpoint. Every company is concerned about budgets and marketing dollars, but it’s especially important for small business owners. That’s why they need to know their money is being put to good use. Well, that’s where Google’s action over the last couple years have been good for SEO (even if they’d made the job more difficult at times).
With the crackdown on spammy SEO tactics and a renewed focus on creating quality content, the real power of SEO has been unveiled. The days of article spinning, keyword stuffing, excessive bookmarks, paid links, thin content, duplicate content, excessive blog commenting, etc. are coming to an end. Well, not to an end, but the spammers aren’t able to get away with as much as they used to be able to slide past Google and the boys. Thanks to Google Panda, Penguin and other recent algorithm updates over the last few years, the focus is on quality and analysis. That means nothing about SEO is quick, easy or cheap anymore. However, it also means that an emphasis on using quality content to drive natural search engine traffic has put a put a spotlight on SEO, helping the good firms shine and the bad firms slither away to the shadows.
For those of us whose marketing firms have always believed in creating quality content, our clients were largely unaffected by these updates. That’s because we’ve always believed in writing for people, not Search Engines. Sure, we optimize content and target keywords, but we have always believed in creating informative, relevant content. Writing an article just to get some keywords out there is a bad idea. It always has been, but people are just now getting spanked for it. It makes us laugh, because we’ve been doing it the right way all along.
Truly skilled online marketing firms write creative, informative and relevant articles, blog posts, press releases and interviews, produce creative videos and infographics. They take the time to actually research topics that allow them to include very specific information about companies, products and industries. Sure, Google demands quality content. But when your name and the name of your company is also involved, you should also expect quality content.