Most of the SEO services establish campaigns that use number driven strategies closely linked to the ever-changing rules and vagaries of the Google algorithm. Much of these goals are flawed. It is seen that the main aim of most of the SEO services is to offer the best SEO packages that help to increase ranking of their client websites in search engine result pages (SERP) to drive traffic to these sites. However, these strategies are not serving the cause anymore. This is because most of the SEO practitioners make use of artificial methods to reach their goal. What’s more, their goals and results focus on metrics alone and not on actual user engagement and conversion.
In the current scenario, the focus of SEO strategies should be to engage viewers and offer conversion. The artificial methods and tactics used in the traditional, age-old SEO campaigns cannot help achieve these goals. Some amateur SEO practitioners are even missing the fact that a high-ranking result that does not engage the viewers is of no value to the clients.
What Happens When SEO Does Not Engage
As most of the newcomers in SEO focus on numbers, they will ask, “Will this increase the rank of the website in the SERPs?” before deploying a tactic. They will execute the tactic only if the answer is “Yes”. Although this method worked a few years ago, now the Google ranking is transitory and changes a lot.
Today, the position of the website not only depends on your keyword planning and implementation, but also on user engagement. The traditional SEO tactics fall short of user engagement, and so, even if the ranking in SERP is increased, it will not lead to increase in sales.
Let us consider the common tactic of content marketing. SEO service companies strongly believe in the value of backlinks, which are hyperlinks on different websites that point to the client site, and it is true that Google values genuine backlinks to calculate the position of a website.
SEO practitioners make many small backlink-containing articles and comments and share them on third party websites and blogs that mainly serve SEO purposes. However, the problem with this method is that these comments and articles, and the websites on which they are shared, are solely made for search engines and not users.
Usually, the content will be poorly written, will be thin, and contain basic info that is little to no use for the users who are looking to make purchase decisions. These comments and articles will not result in conversion; instead, it can lead to the opposite in many cases, as the poor quality of the content may spoil the brand reputation.
Such traditional SEO strategies might show a temporary increase in SERP rankings, but will be of no use in actual conversion and sales. Eventually, Google might see the site as a poor one that does not furnish what its visitors seek, and push it down the search engine results page.
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