You might wonder how important is SEO for the web, and people are barely trying to understand how it works. The key here is how Google put it – EEAT – Experience, Expertise, Authoritativeness, and Trustworthiness.
Once you start getting organic traffic, you will realize the power of SEO. It ain’t free, it requires sacrifice, innovation, creativity, productivity, and after hours of work, including reaching out to people that are related to your audience you are trying to reach.
My experience with SEO has been like riding a wave. There are days you can get hundreds, even thousands of search traffic, and other days that you can get zero. It fluctuates, but if things are done right, you can work with other channels that elevate traffic, that as using Google Ads, social media advertising (paid and organic), email marketing, and other channels.
These fluctuations can happen due to competition or lack of search traffic; people just decide not to search for something on the Internet 🙁 . But let’s be clear here: SEO is a make it or break it strategy, as you can invest thousands of dollars into it and still won’t move an inch(because it is long-term).
That’s why there are tools to research high-volume keywords that help you compete with other sites. Tools like MOZ, SEMRush, Ubersuggest, and Google Keyword Planner all show you the difficulty and the volume of the keywords you are trying to target for a content strategy.
Remember that there are landing pages that are for gated content, such as webinars, white papers, guides, infographics, and many other sorts of resources that let your audience be more informed about your products and/or services.
You have to be resilient and patient with SEO. The results won’t show from one day to the next; it is an ongoing process that takes time and effort in order to get to the top.
The power of SEO is everywhere. I’ve heard that the most converting channel is organic traffic, but it can vary depending on your vertical. My years of experience have made me realize that there is a bit of truth when it comes to organic content on your site.
Mobile phones, laptops, tablets, desktop computers, you can search on Google or Bing on these devices without a hassle. This makes making an online search so easy to do that your site is just a few clicks away from being on the SERPs (search engine results pages).
This is how search is made: the user turns on the device, opens up the browser of choice, goes to a search engine, and inputs a term in the search bar. From there, search engines show the most relevant answers that satisfy user intent.
With this process, millions of users do this daily, which makes this online channel one of the most important ways of advertising. The fact that SEO is working all the time is true (as long as search engines are running).
The purpose of SEO is to make your users go directly to your site, which makes search engines obsolete. You want users to remember your site’s name by heart or have it bookmarked so they have easy access.
Another powerful strategy for SEO is to be on top of your competitors. With trying to rank #1 in search engines, it becomes a war between competitors’ content and fighting for domain authority. What is domain authority? It is a search engine ranking score developed by Moz that predicts a website’s ability to rank in search engine results pages (SERPs). It’s a score from 0 to 100, with higher scores indicating better potential for ranking.
I know, I know, but what about AI answers and rich snippets in the SERPs? It makes organic results appear below the fold, and it is a strategy from search engines to satisfy users’ needs. It’s called zero-click search, where the user doesn’t go to the site from the list of domains that show up.
In my personal opinion, this zero-click search trend will increase as search engines become increasingly smarter, especially with AI. You must be ready for this shift, as AI tools are generating searches that are looking for sites to show up organically or even advertise on their AI tools.
TL; DR
Search engines are evolving to zero-click search and using AI to answer users’ queries. It is important to stay updated with all these trends so we can understand what to do with our SEO and content strategy. My key takeaway is to still keep working on your SEO efforts, but now include AI in the mix. This means that you must understand how AI is delivering traffic to your site and double down on what works.
Remember to stay informed on how AI tools are reshaping the SEO industry; it’s not just search engines, it’s OpenAI sharing links to pages that are showing up in their answers. Remember the power of SEO!