SEO, as understood by many is all about numbers. However, it is much more than a numbers game. The real goal is engagement.
Usually the goals that are typically established or associated with any SEO campaign are inclined towards numbers. The number driven strategy may include number of traffic, leads or even the keywords ranking on top pages. However, these goals are fundamentally flawed.
The true goal of SEO should be to engage customers and deliver conversions. What SEO practitioners are missing is the fact that a highly-ranking search result that does not engage offers no value.
When the focus is on numbers, SEO experts will deploy only those tactics that will this increase their site’s rank in the SERPs. The flaw with this methodology is that Google ranking is transitory. The algorithm changes constantly. Those tactics often fall short of actual engagement, and as a result, even if SERP position is increased, no additional sales will result.
The Fred Update
The March 2017 Google update, known as “Fred,” was designed to penalize websites that host thin or low-quality content. This clearly indicates that SEO professionals should redefine their strategy that can have any lasting value.
Redefinition the goals and modifying the strategy will not only result into greater engagement but will also result in a stronger campaign that can withstand the changes in search algorithms. Engaging visitors will ensure repeat visitors and therefore result into better site credibility. Google may penalize specific tactics, but they will never penalize quality.
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