Optimization is often viewed the same way that people looked at the world when they were convinced it was flat. The mistaken beliefs surrounding online search and optimization are many; but there is no doubt about the many new business opportunities a properly optimized website will provide you.
Here are 4 common misunderstandings about content optimization:
1. “We already have an optimization strategy in place.”
At the most basic level optimization should include keywords and incorporate the story of your business in your website content. While analyzing websites, I’ll often have a hard time understanding what the brand represents or, for an ecommerce site, not be able to figure out how to purchase a product. Product information or content creating brand identity speaks to consumers, but more importantly speaks to the one who introduces potential consumers to you, Google.
2. “Someone at our company already does that.”
It is not uncommon for the top 100 Internet retail companies to have entire departments devoted to search optimization, SEM, and content creation. Yet, these companies outsource some of their work to Internet marketers like Brandpoint. Giving all responsibilities to one person often results in a poorly written blog that is infrequent.
3. “My optimization strategy from last year is still working.”
Google search engine updates change the rules that govern search many times a year. Not only do the rules change, but what was an acceptable search strategy in the past can actually subject your company to penalty if you continue to use it after it’s been improved upon. Optimization strategy based on analytical data is the basis of a successful strategy. As the Google updates change so will the performance of your website. If your strategy isn’t consistently updated based on the current analysis of your website, online search success will elude your company.
4. “Our ‘web guy’ already does our optimization.”
An honest website developer will tell you designing a website and creating an optimization strategy are two very different practices. It is like comparing the skill set of an architect to an interior designer. The architect is concerned with the construction meeting the demands of a specific project. An optimization strategist has an eye for current trends and knows how to effectively use content and website design to put your site at the top of organic search results.
