Is SEO Dead?

Published by Aaron Manogue | Topics: Content Strategy, Online Publishing

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search engine optimization tipsI’ve read a number of recent articles claiming search engine optimization (SEO) is dead.

As a SEO professional, without even reading another word, I get the impression the writer doesn’t understand the definition of natural, high quality SEO.

SEO isn’t splashing your association or conference website with targeted keywords hundreds of times. It’s not about trying to fool the search engines by buying links. These are practices of “black hat SEO,” or those who try cheating/fooling Google into thinking their website is relevant and legitimate. As any good SEO Expert knows, fooling Google is impossible.

Understanding Good SEO Practices

Understanding SEO means comprehending the aspects that go into achieving high search engine rankings and the amount of time one must invest to achieve that goal.

Good SEO practices consist of building quality content on a regular basis, and optimizing on-page data such as headings and page titles. In addition, it’s important to make sure incoming links are from relevant sources, not from link farms and unrelated content.

Nothing about high quality SEO is a game. It’s more of a science that professionals are constantly testing, tweaking and measuring to find the right formula for success.

SEO is Like Steroids in Baseball

The statement “SEO is dead” is correct in one way: Black hat SEO “professionals” who have tried tricking search engines by buying links and keyword spamming are utterly doomed.

Think about black hat SEO like steroids in baseball; it may have worked for a few years, but no one is going to get away with it any longer.

Google is now constantly testing for “SEO steroids.” Google will no longer be fooled by black hat SEO, but those who take the time to invest in good, quality SEO will remain relevant.

3 Tips to SEO Success

  1. Unique Content is King: Content is only valuable if it’s original and unique. It may be a time investment, but it’s critical to ensuring high quality search rankings. As an association, you are consistently creating unique content for your members giving you an advantage over other organizations. All you need to do is make sure you’re sharing it online in a digital publishing platform which is optimized for search engines.
  2. Incoming Links: Incoming links are just like a job reference on a resume. They demonstrate relevancy and confirmation of quality content to search engines. And remember, the source of the incoming link needs to be relevant and trustworthy; it can’t just come from anywhere. Try asking your members for testimonials, or encouraging your annual meeting sponsors to share a link to your conference handouts website on their own sites.
  3. Keep Content Fresh: Having high-quality content is great, but if you don’t keep your content fresh and up-to-date, search engines will notice and you’ll lose rankings. This is why association blogs are great generators of traffic to your websites. Again, you already have the content; you just need to share it!

What do you think? Is SEO dead? Comment and let us know your thoughts below.

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About Aaron Manogue

Aaron is our marketing magician here at Omnipress. He's in charge of bringing you all things SEO and marketing for your association and conference websites. Read More.

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