Search engine optimization (SEO) is a dynamic field. Because of the constant changes that affect it and the revamping of the algorithms associated with it, newcomers can have a hard time pinning down what works and what doesn’t.
If a business doesn’t know how to do SEO right, it will lose visibility online and fail to attract potential customers necessary for its survival. However, with the right kind of experience and guidance, and with enough practice, even the newcomers can operate at a similar level as SEO professionals.
Below, 12 professionals from Forbes Agency Council offer some insight for novices to SEO, providing actionable tips they can use in their journey through the ever-changing landscape of search engine optimization.
Members share their best actionable advice for newcomers to the world of SEO.
Photos courtesy of the individual members
1. Play For The Long Game
That means making sure everything you do is helpful to your audience — no tricks, no shortcuts. Search engines innovate and adapt according to what’s best for searchers. If what you’re doing is genuinely good for your audience, you’ll be in good shape. Stay on top of the complicated stuff by challenging yourself to learn — build new skills regularly and keep on top of SEO news. – Sarah Bird, Moz
2. Stop Looking For Magic Bullets
It’s only complicated when you’re trying to crack a code or look for a magic bullet. Business owners should just focus on creating content their audience is actively looking for. Stop looking for shortcuts and just commit to really understanding your audience and creating content they are seeking. – Ryan Short, MODassic Marketing
3. Understand New Trends
One thing that is very helpful about companies like Google is that they update and release notes about it six months in advance. It is helpful for companies to look at the release notes and know what plans they need to keep in mind so that they can make the appropriate adjustments to their strategy. Planning ahead ensures that there are plenty of resources available in the change process. – Jon James, Ignited Results
4. Prioritize User Experience
Marketers don’t know the ins and outs of search engine algorithms but we can assume that search engines will aim to improve their credibility by displaying the most relevant results. Understanding this fundamental principle will help us align copywriters, designers and developers to work together on enhancing user experience by producing well-organized websites that prioritize user experience. – Ahmad Kareh, Twistlab Marketing
5. Create Quality Content
The rules of SEO are changing, but one constant is that SEO revolves around businesses creating quality content. This allows companies to add more pages to their website which are then indexed by search engines, provides a way to target long-tail keywords and gives a way to link to other related content throughout their site. Quality content is a guiding SEO principle that I don’t see going away. – Elyse Flynn Meyer, Prism Global Marketing Solutions
6. Avoid Using Duplicate Content
You know the rule — don’t copy someone else’s work. But what about copying your own? Don’t do that either. Duplicate content will hurt your SEO. So, even if you really like the way you wrote that blog for your own site two years ago, do not copy, paste and send that as a guest post. Don’t reinvent the wheel every time, but don’t steal a wheel that’s already being used, either. Create something new. – Bernard May, National Positions
7. Identify The Terms Your Audience Uses
There’s definitely a complicated science to doing SEO “perfectly,” but you have to remember that the primary goal of SEO is to bridge the gap between a web searcher and your business. So, the most important thing (that isn’t voodoo magic at all) is to identify the terms your audiences use to find what they are looking for, then use those terms in your content. – Ben LeDonni, CreativeMMS
8. Prioritize Links To Your Content
Google now considers 200-plus ranking factors for search results, refined further by AI and a user’s personal data. But what hasn’t changed in 20 years is the importance of inbound links as an essential signal of a page’s credibility. Invest the same time earning quality links that you do refining on-page or technical SEO. – Kim Charlton, PMG (Pinnacle Marketing Group)
9. Write And Post About What You Know Best
Simply focus on what you know best. For most businesses that is not technical SEO — it’s, in fact, your business, inside and out. Many facets of SEO are intimidating, so stick to creating awesome content around your industry: articles, videos, posts, news, etc. Create awesome content and the links will follow. The goal is to make your business look like the industry authority in the eyes of Google. – Marc Hardgrove, The HOTH
10. Create Content For People, Not For Robots
It’s easy to get stuck in the rules and obsess over the algorithm, counting characters and implementing schema. But it’s important to remember that the algorithm is designed to surface the best content for each query. Understand your audience, their interests, pain points, lingo and create for them. At the end of the day, well-written, organized content that helps or delights your audience will win. – Donna Robinson, Nina Hale – Digital Marketing Agency
11. Get Your Site Loading Fast
Nothing crushes a user experience more than a slow website. You know it, I know it and you better believe Google knows it. Back in 2010, Google started using site speed as a ranking signal and our internal data shows it becomes more important each year. Getting your webpages to load crazy fast is one thing you can do now to help your SEO. Is your site fast? See what Google thinks here. – Randy Soderman, Soderman SEO
12. Write Unique Meta Tags
I love SEO and have been doing it for over 10 years. One great tip I always recommend is to write unique meta tags for every landing page on your site. Make sure to include your primary keyword at the start and a strong call to action to entice more people to click on your site. – Sam Founda, Social Connection