SEO, which is short for Search Engine Optimisation, often strikes fear into the hearts of business owners, marketing professionals, and website designers. Many people see it as something that’s just as difficult as learning a foreign language or programming a computer. That’s because SEO is a sort of combination of the two. However, that’s not the only issue. It’s also constantly changing. Here are some of the reasons SEO is often seen as difficult and how you can learn to deal with this necessary challenge.
It’s Always Changing
Imagine learning how to conjugate a verb in a foreign language, only to be told later that no one would use 17 half of the verb tenses any longer. SEO can be like that. Search engines, especially Google, are constantly tinkering with their search engine algorithms to provide users with the best results for a query. Unfortunately, this means that the rules for what is good SEO and what is bad SEO can change almost without warning. At one point, SEO mainly revolved around keywords, even to the point that keywords were more important than content.Today that’s no longer true, and many websites are ranked lower on Google because they have too many keywords at the expense of actual information.
The best you can do to keep up with these changes is to follow tech blogs, SEO experts, and related industry websites and journals. It’s yet another thing to add to your to-do list, which is why many people find that they simply can’t handle SEO on their own.
The Algorithms Can Be Unclear
Even when Google, Bing, and other search engines release information about how they’re changing their algorithms, no search engine has been completely transparent in exactly how they rank sites. Some, such as Google, hire people to evaluate actual searches and determine how well the results matched what the user wanted. Those evaluations are taken into account when the same search is executed in the future. It’s very hard for businesses to account for things like that.
You Can’t Do It All
If you’re a small business owner and don’t have an SEO expert on your staff, (or don’t have a staff at all), you’re already going to be working on so many different projects that adding SEO to your job description may be impossible. It takes a lot of work to learn the best SEO practices, and even when you do, you may have to unlearn them in a few months. You also have to constantly evaluate your current SEO and decide if it needs to be changed or not, all of which takes up a good amount of time.