Why SEO Fundamentals Still Matter (7:19)

Posted on by Abby Johnson |

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Since SEO is constantly changing, how can SEOs determine the most important areas of focus? As Matt Bailey of SiteLogic Marketing tells WebProNews, the foundation has to be strong in order to be built upon.  For this reason, he believes the fundamentals are critical to SEO success.

Content is just one of the fundamental areas of SEO. Not only is the content itself important, but the structure of the content is also important. Bailey says content needs to be scalable, readable, and allow users to understand the content on the rest of the page by simply looking at the headline. This is significant because numerous studies show that the majority of people scan content instead of reading it.

There have been many recent debates pertaining to long content versus short content. People often say they tried blogging, Facebook, or Twitter and found that they didn’t work. However, Bailey believes users need to examine their efforts to see if they are utilizing them correctly.

“The what is going to change daily. The why will never change,” he says.

He goes on to say that if you have a purpose, the “what” doesn’t matter and can always be applied.

Marketers also struggle with the challenge of creating content for both users and search engines. Bailey says the key to this dilemma is in the analytics. For example, it is very possible to have the right ranking with the wrong page. As a result, marketers need to look at their analytics to see which metrics work. He tells WPN that marketers can celebrate when they determine what is profitable, not when they rank high.

Although there will be many more changes for SEO, the job of driving people to a destination will always be constant.

Are you focusing on getting the fundamentals right or are you distracted by the “shiny, new object syndrome”?

Posted in: Advertising and Marketing, Analytics, Blogging, Content, Matt Bailey, SEO, SES New York 2010, Social Media
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