At the very beginning, search engine optimization was much easier than today. To attract valuable organic traffic and achieve high positions in the search, it was enough to conduct a quick analysis of the site, create a semantic core, make sure that the content is original and all the keywords are in place.
However, everything has changed. Today’s SEO tools are much wider. But is it really as complicated as we think? Or are we too dramatic when talking about modern SEO? We will try to find the answers.
What exactly complicates SEO?
Search engine optimization is a complex discipline. It combines a large number of tools and practices that are constantly being developed and adapted to Google updates.
The main reason for the difficulty that we are now facing is the rapid changes in Google’s algorithms, such as:
Widespread update of the basic algorithmWarns security warnings in ChromeFocus on page loading speed on mobile devicesVideo carousels, etc. Each of these technologies slightly changes the operation of search engines and ranking principles and, thus, complicates SEO.
Adaptation of the current strategy to suddenly emerging nuances requires additional time and effort. You need to study the updated rules, review your plans and conduct testing. Sometimes it takes weeks or even months to see the real impact of changes on the site’s position in search results.
A misinterpretation of change and an inability to choose effective tools can be serious barriers to success.
Incorrect interpretation of updates
SEO professionals tend to misinterpret the decisions of the Google team and spend a lot of time on irrelevant tasks that bring zero results.
Take, for example, the hype provoked by the assessment of page loading speed on mobile devices. After Google officially announced changes in the ranking logic, experts began to increase page loading speed in every possible way.
But was it necessary?
Well, if the page loading speed drops, you can certainly expect the site to go down in search results. However, it is worthwhile to understand that acceleration by a couple of milliseconds will not necessarily increase the site’s rating, especially if it occupies a rather low place in the search. For potential customers, the speed will remain virtually unchanged, and the user experience will be equally meager.
In order to push the site to the top of search results, you will have to take an integrated approach and fix a number of related shortcomings. Nobody has achieved impressive results yet, working exclusively on speed. The fact that Google pays considerable attention to this parameter is not at all a reason to neglect other SEO metrics.
Huge selection of SEO tools
The range of SEO-tools is constantly growing and forcing specialists to think outside the box. Instead of using the universal formula invented by their predecessors, they bother with innovative approaches and use different optimization tactics to solve each problem.
In order to broaden your horizons when moving from one project to another, or to promote the current site more efficiently, you will have to use strategies that the SEO specialist did not have to deal with before. Regardless of how long you have been working in SEO and how fundamental your existing skills are, there is always room for progress and development.
For example, when promoting a new information resource, it will be quite difficult to synchronize the site with Google News, if you have never done it before. Even armed with the most detailed and sensible manuals, all the same, certain difficulties will arise due to a lack of personal experience.
How not to complicate SEO
So SEO is constantly evolving. This phenomenon affects all industries and companies, so complaining and lamenting is not the best way for a worthy specialist. Over-complication and a negative reaction to new changes will not help solve the problems associated with search engine optimization.
Below we offer some simple, but extremely effective strategies that will help you stay calm and maintain high project rankings in search results, regardless of what happens in the turbulent world of SEO.
1. Build the habit of reading SEO news daily
The best way to learn something is to completely immerse yourself in the topic.
The intense flow of information flowing through SEO-oriented sites can confuse beginners. However, over time, articles on indexing problems and extensive guidelines for compiling content strategies become a kind of lifesaver, pulling them out of trouble in difficult moments.
Every successful SEO specialist has their own list of the best search engine optimization news feeds and forums. Compiling such a list is a matter of time and experience.
Having developed the habit of reading thematic sites and forums, you can significantly improve your skills and knowledge:
Get progress in self-learning by browsing webinars, reading about new methods and approaches. Step-by-step practical guides will throw ideas on updating your own professional tools. Reading about real-life projects, you can learn from other people’s mistakes and be inspired by the success of colleagues. News will help you respond quickly to updates to Google algorithms.
2. Track SEO progress with monthly audits
Check your keyword rankings, backlink performance, organic every month traffic and visitor behavior. Identify ups and downs. Adjust your SEO campaign so that it moves in the right direction.
By making small changes, you will avoid big problems and find alternative opportunities for traffic growth.
3. Follow the competition
View competitors’ blogs and track links they post to third-party resources. Analyze their strengths and nuances that they miss. Read the comments to get an idea of what the audience likes and what it lacks.
Use the weaknesses of competitors. Provide your readers with exactly what they don’t find on other sites: more detailed and fascinating information, individually customizable content, better user experience, etc.
Modern SEO is more than keywords and links. Today’s search engine optimization is focused both on providing excellent user experience and meeting the stringent requirements of search engines.
To answer the question in the title of this article, it must be said that SEO has really become more confusing and complex. It’s not enough to write literate texts filled with popular keywords, links and meta tags. Content should be diverse, aesthetically pleasing, carry a semantic load and be useful to readers.
In whatever niche you work, your site has competitors. Probably your service descriptions and blog articles how the twins look like other companies’ content. To stand out and pull the lion’s share of the traffic, you need to find original approaches and please users with information that they cannot find anywhere else.
Search engine optimization, both internal and external, has developed very rapidly in recent years, and it continues to change rapidly. However, being observant and making due efforts, you can learn to control this process and adapt to modern realities.
As professionals, we must be prepared for updates, refrain from panic, and not oversimplify SEO.