A Silver Bullet
SEO cannot, in most cases, single handedly take a business from zero to hero. It can form part of a digital marketing strategy, provide insight on the competitive marketplace and an understanding of where you can improve your content, engagement and conversion.
SEO is a holistic process, working on your website and off-site. SEO isn’t something that you can go away and do without understanding the business, the website and other marketing channels.
Sure, there are some real clangers that are quick to fix (noindexed site anyone?), but to get the most from SEO as a viable channel, it has to be seen as a medium to long term investment as change doesn’t happen overnight.
Algorithms change, technology moves on and what users demand is ever moving forwards. To increase your search traffic, you need to be tuned in to what’s happening in the world of search, what your users are looking for and how you can be relevant and engaging.
Waste of time
The insights gained from SEO can impact on all channels. Google’s algorithms are shifting to promoting brands and rewarding good business – things that impact the business as a whole. Even the basics of keyword research may fundamentally steer your business away from
It never will be. SEO has undoubtedly changed, but so long as you want to acquire traffic from search engines, optimising to increase visibility in the search results pages won’t ever go away.