If you think about search engine optimization (SEO), what’s the first thing that comes to mind?
Probably links. Or content. Maybe both. If you’ve seen an SEO specialist in action, perhaps you’ve noticed nothing but charts, graphs, and PLENTY of numbers. Ranking and ROI are common terms; and it’s normal for an expert to lose sleep over monitoring a website’s online performance. The term ‘SEO’ itself connotes something technical in nature.
But is this really what SEO is all about?
You can’t say SEO without thinking about Google. The search engine giant plays a huge role, not only in the industry, but also in the lives of everyday people. Aside from Google leading 67.5% of the market share in the US alone, its search algorithm has been the standard for those in the digital marketing sector.
In June 23, 2007, Matt Cutts (Head of Google’s Webspam team) wrote a post regarding the ‘role of humans in search’. He highlighted a couple of important predictions about what’s to come in the SEO industry. In particular, changes he hoped Google would work on to give it a more ‘human appeal’.
What do all these changes have in common? They’re all USER-focused. They prioritize what YOU value most. So whether you’re looking for the latest coffee shop in your area OR a current news event about your favorite sports team; all these updates work together to bring relevant results that matter to you.
Think about it: with hundreds of websites being published everyday, what makes yours so special? It all goes back to being human. Each one of us is unique: even twins, who share the same looks, have unique likes, interests, hobbies, and goals in life. If we apply the same rule to websites and SEO, it will make each one stand out in its own right.
By becoming ‘more human’, consumers will feel closer to brands and businesses that they love. They will become more than a cold piece of product that’s like hundreds of others on grocery shelves. You will be different – you will become memorable.
We already know that in the SEO industry, we are competing against dozens of other companies. Some, more established than our own. So how do you win? You identify what makes YOU different and then reflect that in every aspect of your campaign. By doing so, you create a whole new level of understanding about what optimization really is – and how it can bring long-term benefits to clients.
If Google and other search engines never took personalization to mind, you would still have to sift through tons of advertorial, spammy, and irrelevant results. This is why adding a ‘human touch’ to businesses – especially websites – is very important. Not only does it bring more value to users, it gives products or services unique personalities. This in turn connects them closer with their consumers.
So how does a website with the ‘human touch’ look like? What qualities should it possess?
By incorporating all these things that make us human – thirst for knowledge, a distinct personality, and genuine interest – we ADD MORE VALUE to everything we touch. SEO campaigns no longer feel irrelevant or a waste of investment opportunity. Plus, there’s less to worry about when it comes to future algorithm updates.
Choose local SEO services that are focused on users; so you know you’re always giving the best.