SEO (search engine optimization) is the process of improving a website’s visibility in search engine results pages. It requires an understanding of how search engines work, continuously updating best practices, and often changes to website content and technical elements. Many see SEO as complex and demanding. So, is SEO really a tough job?
The Challenges of SEO
SEO can be seen as difficult for several reasons:
It’s Technical
Many areas of SEO require technical knowledge and skills:
- Site architecture issues like canonical tags, robots.txt files, XML sitemaps
- Page speed optimization
- Responsive design for the mobile-first index
- Properly structured data markup
Ongoing maintenance is required as search engine algorithms evolve.
It’s Competitive
SEO is extremely competitive for popular keywords. Ranking a site today often requires:
- Careful keyword research – Understanding search intent and choosing the right terms and topics.
- Content optimization – Creating useful, relevant content that answers search intent.
- Link building – Securing high quality backlinks from related sites to signal expertise and trust to search engines.
As competition increases, more effort is required to rank well.
Results Take Time
Unlike paid search ads, which can deliver instant traffic, SEO takes months of sustained effort before significant improvements in organic search traffic and conversions are seen. This requires long-term commitment.
Search Engines and Algorithms Change
There are constant changes to how search engines evaluate and index websites. Some examples:
- Google rolling out new algorithms like BERT that evaluate pages linguistically.
- An increased focus on site security with HTTPS.
- Using page experience signals like Core Web Vitals to determine rankings.
This requires SEO practitioners to study every update and shift strategies accordingly.
More Places to Optimize
SEO now requires optimizing beyond standard web pages. Other surfaces include:
- Google Video search
- Features like Images, News, and Google Discover
- Optimizing for voice search queries
The scope of optimization keeps growing, adding to the workload.
Does SEO Have to Be Difficult?
While SEO presents very real challenges, much of the complexity is optional. Strategies exist to simplify the process.
Leverage Tools and Technology
Powerful SEO tools are available to assist with many tedious activities:
- SEO crawlers evaluate site issues.
- Keyword research tools provide search volume data to guide content.
- SEO plugins for websites speed up implementation of recommendations.
- Automated site audits quickly reveal gaps to focus efforts on.
This reduces the manual workload so efforts can shift to high impact tasks.
Develop an SEO-Friendly Site Architecture
A site designed for search engines from the start requires much less heavy lifting later. Elements of SEO-friendly information architecture include:
- Simple, consistent URL structures.
- An internal linking scheme mapped to user search intent.
- Using headings tags to outline content hierarchy.
- Optimized use of images with alt text descriptions.
Planning page taxonomy also aids content development and optimization.
Outsource What’s Overwhelming
Not every business has the in-house expertise across every aspect of SEO. Outsourcing helps fill gaps so efforts stay focused. Options include:
- White label SEO resellers provide optimization as a packaged service.
- SEO specialists available for retaining consulting on complex site issues.
- Content marketing firms to develop relevant content assets.
Delegating creates more time for high-level SEO strategy.
Start with Site Basics
Addressing core website issues should be the first priority. Efforts should focus on:
- Optimizing page speeds and addressing technical problems causing site errors.
- Ensuring site security protocols like HTTPS are fully implemented.
- Providing easy site navigation through simple site menus and internal links
- Creating mobile-friendly responsive site design for all devices.
This reduces the risk of major structural issues limiting SEO success regardless of other efforts.
Key Takeaways on SEO Difficulty
While parts of SEO require advanced skills and deep knowledge, much complexity is optional:
- Using the right tools and outsourcing simplifies technical areas of SEO.
- SEO-friendly site architecture and design decisions prevent future problems.
- Perfecting site basics like speed, security and navigation aids all SEO work.
Focusing efforts on quick wins first using the 80/20 rule of optimization often brings the biggest benefits.
Conclusion
SEO has earned a reputation as a complex discipline. The reality however is good SEO fundamentals still deliver results. Prioritizing site security, speed and great content over technical details offers a simpler starting point. From there you can determine what to outsource versus learning in-house for your unique business needs. While staying updated on how search algorithms evolve takes ongoing effort, it does not have to dominate resources. With the right organized approach, SEO can be smooth and manageable.
Frequently Asked Questions
- Is SEO necessary for a small business?
Yes, SEO delivers relevant organic traffic that converts, which every business wants to tap into. The basics like site speed and compelling content suit smaller sites too.
- Can anyone do SEO or do you need to hire an expert?
Many learn DIY SEO skills through online education and data analysis. But for large or complex sites, expert guidance helps avoid roadblocks. Define what’s feasible in-house first.
- How long does quality SEO take to produce results?
Patience is key. Consistently improving Optimization for 3-6 months before assessing if the strategies are working allows time for search engines to re-crawl, index and rank pages.
- What are easiest parts of SEO for beginners to start with?
Beginners see great gains from ensuring a website avoids major technical problems, then creating compelling, useful content built around primary keyword targets. Let complexity come later.
- Do website updates ruin SEO?
Site migrations can temporarily affect rankings if certain factors like URL structures are changed without redirects in place. Addressing technical issues though tends to improve SEO in the long run.
- Can I do SEO completely by myself?
Solo implementation works well when the website owner has strong technical skills and time to master SEO. For complex sites, getting unbiased audits from a consultant helps spot issues.
- Is most SEO content writing or technical work?
Quality content creation is foundational because search algorithms reward pages meeting user intent. Technical site profile optimization supports this. Balance both for efficiency.
- How is SEO different from digital marketing?
SEO is an inbound channel under the digital marketing umbrella focused specifically on search engine results page rankings. It requires some unique technical skills but works well combined with paid ads and social media.
- Is local SEO essentially the same process?
Optimizing for local rankings involves additional factors like correct business NAP listings, reviews and citations to confirm location authority on search queries. But great content and technicals remain key.
- What are some early signs my SEO strategies are working?
Metrics like gradual improvements in organic traffic, keyword rankings and conversions indicate return on investment as search algorithms further recognize your optimization efforts over 3-6 months. - Can I use automation tools to replace most manual SEO?
While analytics and technical auditing is automated, human insight remains crucial for tasks like content strategy and interpreting evolving search algorithm patent updates that surface. Automate the repetitive tasks. - Should my whole website be optimized around keywords or just homepage?
Search algorithms evaluate relevancy of content across the whole site, so optimize targeted pages around focused keywords, while ensuring good site architecture through menus, site indexes, head tags etc. - Do I need coding skills for SEO?
Basic HTML knowledge helps tweak metadata. But much technical SEO relates to site performance, which are configurable settings or require developer assistance. First learn areas you can directly optimize. Advanced skills help later. - Can I learn DIY SEO from online training programs?
Yes, many respected SEO experts offer courses teaching aspects from content strategy to link building. Learn core skills first to audit and recognize gaps to address or outsource later. - Is SEO safe from Google algorithm updates?
SEO faces some uncertainty because Google’s algorithms constantly evolve, partially to counter efforts gaming their system. But white hat SEO focused on user experience tends to maintain rankings through updates.