The SEO landscape is in a state of constant flux. There are drastic changes occurring regularly every 6 months or so as Google rolls out sweeping changes to its core algorithm. At the same time, small tweaks are constantly being made here and there; split tests are being run; people find different tactics that work extremely well for a short time before failing entirely.
Basically, the world of search engine optimisation is a world of chaos.
However, there is still a guaranteed way of staying successful as an SEO practitioner, whether you’re a freelancer, a consultancy, or an in-house marketing team.
According to Heavygate Marketing, the trick is to stay creative.
Most SEO agencies rely on set tactics for getting their client’s websites to rank.
They employ the same tactics on their own websites too.
They’ll generally employ identical tactics in every instance, regardless of the size of the client, the industry their in, how competitive the keywords are, and so on.
Worse still, they will continue to go through the motions with the same methods regardless of what is happening in the search engines right at that moment. They are completely unaware of the changes that might be occurring that very week in Google’s algorithm; changes which could be rendering their tired old SEO practices completely obsolete.
It isn’t that there are old tactics and new ones – good versus bad.
It’s that there should never be a set list of tactics which are employed in every situation over many months and years.
SEO moves too quickly for that.
According to the MD of Heavygate Marketing, creativity is always needed: “You need to be constantly trying new things in a number of different circumstances. It’s only then that you’ll truly start to get an idea of changes as they happen in real time, but only a rough picture. It’s practically impossible to figure out for certain all of the changes that Google makes. So you need to be creative, think differently to everybody else, and see what works.”
Recent updates in Google’s algorithm have sent enormous shockwaves through the SEO community.
Some sites – mostly those in the health and fitness niches – were completely wiped out by the broad algorithm update back in August 2018. This update came to be referred to as the ‘medic’ update, because of how it seemed to predominantly affect health sites.
More recently in March, an update was rolled out which seemingly put a preference on brands – or more specifically, branded links.
Clearly, things are changing at an accelerating rate. Google’s algorithm just gets smarter and smarter. So SEO professionals need to work increasingly hard just to keep up.
But one thing that will never become obsolete is experimentation, critical thinking, and creativity. These are the tools being used by the people constructing the algorithms behind the main search engines, so it is these principles which should guide SEO practices going forward. The scientific approach will always leave you playing catch-up; having lots of different experiments running at once, with some completely outside the box, will leave you ready for any surprises the SERPs might throw at you.