While technical SEO is an important aspect of search engine marketing, some businesses rely too heavily on their technical optimization strategies instead of focusing on something more substantial to stand out against competitors. Technical SEO can seem like a crucial skill to marketers who have little experience with HTML code but aside from following Google best practices there is not much more you can accomplish with it to improve your search rankings. Differences between types or methods of technical SEO are very minor and insignificant so putting too much time or energy into this aspect of marketing will not help you get closer to your goals. Technical SEO strategies do not offer much possibility for distinguishing yourself from competition and it is more important to focus on creativity as well as unique and memorable content.
Focus on Content and Strategy
The technical aspects of SEO are of course very important groundwork and they do play a role in marketing that is impossible to ignore. In a sense, SEO is standard for most businesses and your competitors will have many of the same practices in place for their technical SEO. Without SEO of course you would risk losing all of your organic traffic but it does not do much to further increase your traffic over time. If you want to go beyond just using technical SEO that means focusing on less superficial aspects of marketing online such as strategy, content and backlinks. It is vital to think about the bigger picture with SEO and how you can use it as a tool to solve problems and reach business goals. Having something meaningful to provide website visitors like a good piece of content is a more valuable pursuit in order to increase traffic. The user experience is most important when it comes to SEO because they need quality and relevant websites available for their search.
Creativity and Relevance
When you consider who you want to run your SEO campaign, consider more than just technical skill. You should think about their role as a creative problem solver and marketer who has their finger on the pulse of social media. Marketers should of course consider technical SEO as a necessity but it is the minimum when it comes to creating a successful effort for increasing traffic. Working on SEO also means finding creative and unique ways to make your company more attractive and useful to consumers so that you are truly providing them with what they need. Your website and content must give your customers the information they are looking for so that you are creating traffic through relevance rather than technical tools.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.