5 Things Every SEO Professional Must Do Last week, the families gathered together to extend their waists, reflecting the reward and giving thanks.
While most of us in the industry did not fight the turkey wish together, there is a lot to thank for our industry family.
Things are perfect in the world of SEO, but this industry is one that gives many of us the means to buy a thanksgiving feast.
5 Things Every SEO Professional Must Do
Here are five things that I think every SEO professional should be grateful for.
1. People in the industry
If you have been in the SEO industry at any time, you will most likely be exposed to those who are ready to help.
Even those of us who have been in the industry for 20+ years often reach the connections we have made to double-check our thinking.
And when someone in the industry hits a rough patch in life, there are many who are willing to step in and help.
I have raised thousands of dollars through crowdfunding to help people who have medical issues or have lost jobs.
I know this happens in other industries as well, but the fact that most of us spend our days online, social media interaction with those in our industry is basically a matter of our water coolers.
Whether you need help with the latest algorithm shift or are having trouble making ends meet – the search industry cares about itself.
And that is something special.
2. Google Communications
We used to have mat cuts.
Matt Cutts did a great job of telling us how Google thinks, and in many cases, what Google is looking for.
He was a rockstar in every conference. Pretty much everyone in SEO wanted to talk to Matt. Cuts has gone on to run the government (at least that’s what I like to think). So Danny Sullivan, the “Godfather of Discovery” in stages.
She knows what SEO professionals need to know, as she was the voice of SEO for many years.
Sullivan, together with Goglers Gary Ilyas and John Mueller, describes what Google is thinking – even if it is sometimes cryptic and not always helpful.
But the fact that these people take time to answer questions, speak at conferences, and the DeBok SEO myth is something we should all thank.
Certainly, we all want these people to recommend magic to us, which will push our rankings to the top – but it will never work.
By debating bad advice and myths, these Google people make our lives easier.
At PubCon, Bing presented some numbers that were hard to believe.
Bing stated that their search engine commands 33% of the search pie.
I am not going to say if I think those numbers are real or not, but I will say that I never had a site that I managed that I would see a lot of traffic from Bing.
But I’ve noticed that traffic from Bing is more valuable, pound for pound, than Google.
It is a well-known secret that Bing traffic is generally better than Google traffic.
My principles are
My most important theory is that Bing users are usually the ones who are using only one PC out of the box.
These users do not install Chrome, and they certainly do not change their default search engine on Google.
Most of the time, these users do not even notice that they are using Bing.
They just search.
These explorers seem more apt to buy quickly on many items.
Step through the sales funnel very fast.
If only we could actually get 33% of the overall traffic to a site from these Bing users, everyone would be happy.
Regardless, Bing is good for searching.
We should be thankful that Google has a competitor who has both the cash and the technology to challenge.
4. Baby Algorithms
I wrote about Baby Algorithms last month.
Basically, a baby algorithm is how Google’s Gary Illyes described what is going on in the search algorithm at Pubcon in October.
The concept of baby algorithms is simple.
Google doesn’t treat every site the same.
A site focused on crafting is not treated the same as sites offering payday loans.
Baby algorithms are the new normal in search. 5 Things Every SEO Professional Must Do
The basics of SEO remain that same, but the nuance, the stuff that makes you rank better than a competitor, is now different dependent upon the baby algorithm by which your query is affected.
This is great for SEO pros.
Baby algorithms let us flex our analytics muscles and solve problems without being dependent upon the same tactics that may or may not make sense in every vertical.
Baby algorithms make us look at real marketing as opposed to just algorithm reverse-engineering.
5. Robust Competing Tools
Does anyone remember Webposition Gold?
Webposition Gold was the first SEO tool I ever used.
With Webposition Gold, you could run ranking reports, look at how the SERPs were behaving, and create “doorway pages” (which Google didn’t like).
Webposition Gold was so ubiquitous that Google started penalizing pages that had an image filed named “blue line” as that was the default image created in Webposition Gold’s doorway page creator.
SEO tools have come a long way.
Site crawlers, backlink analysis, review management, citation building – there are few tasks in SEO today that can’t be aided by a specific tool.
What used to take a team of 10 people can now be done with one person, in many cases.
Automation is certainly a double-edged sword.
There are some that have lost their jobs as automation has replaced them.
But for many of us, the rise of SEO tools has allowed us to do more with less. It has allowed us to make more money while having to do less work.
And that is something to be thankful for.
There are few boring days in SEO.
I am so thankful to be able to work in an industry that is as vibrant as this one.