SEO as we know it today didn’t exist thirty years ago.
In fact, Google didn’t exist 30 years ago.
It’s natural to be skeptical of things we don’t truly understand. And make no mistake, no one fully understands SEO, or at least, fully understands exactly how search engines calculate their rankings. That’s intentional, though, and rest assured, the answer to:
“Is SEO a scam?” is a loud and resounding No.
The Power of Search
Google alone processes over 63,000 searches per second on any given day. That’s a lot of data. Since the vast (vast) majority of all organic search traffic comes from the top five or fewer search results, it makes sense that search engines (namely Google) expect brands to do some of the heavy lifting.
And the landscape is changing. Today, over half of all web searches are performed on mobile devices. Local search is becoming more and more popular and search terms are becoming more conversational in nature. Effective SEO has to take all these changes into consideration.
But Why Does Google Keep Changing the Rules?
Google isn’t 100% transparent about every single “ranking signal” they use to determine whose site is ranked where. That’s on purpose to prevent nefarious individuals from gaming the system. What SEOs do know through an incredible amount of trial and error is that certain signals – website security, depth of content, mobile optimization, etc. – all have a profound effect on how highly a site is ranked.
The thing is, as soon as digital service providers get a handle on SEO, Google switches things up. That may feel frustrating, but it serves multiple purposes: to keep bad actors from figuring out loopholes and to continually improve customer experience. The good news is, today’s search engines are much, much better at displaying useful, relevant searches than they were even five years ago. The better Google gets at SEO, the happier people who end up on your website will be to be there.
Why Should I Spend Money on SEO?
A digital presence without SEO is like an island without a bridge. Search traffic is critical to the success of your online business and you simply can’t garner any meaningful volume of search traffic without effective, intentional SEO strategies. Google wants it that way! The best thing your business can do to keep up is to play the game.
Search itself isn’t necessarily expensive. There are a lot of simple on-page optimization techniques you could be using to bolster your rankings. Creating great content for your website on a regular basis is also a good way to move up the ranks. Where most businesses need help is in developing an effective SEO strategy. It can be surprisingly technical!
Do you still think people who tout the benefits of SEO should be wearing tin foil hats? Let Synchronicity try and change your mind. We’re experts at creating cohesive, winning strategies online. SEO is just one part of what we do, but it’s also one of the most important.