Is #SEO Really The Right Term Anymore?
"A few years back, we focused on optimizing existing landing page elements (title, meta description, headings, body content updates and so on), building links using link development tactics and conducting website audits to fix technical issues.
We still do these things today, of course — but we also do so much more..."
I have been a little conflicted about this topic since I first started my business, +Ker Communications
. Back in 2009, the main goal of what I did was the same as SEO: improving visibility of websites in search engines, mostly Google. But SEO was kind of a dirty word, and not a fun one.
It also didn't fit how I worked since I did so much more than fix and optimize sites - social media was booming, and even online video played a major part in increasing the exposure of a company or organizations entire web presence (not just the main website). So I wasn't too thrilled with the negative connotation of SEO, but there was not much I could do about it. I even tried to avoid calling what I do SEO for a while, using phrases like "web presence management". But nobody was searching for that. Oh, the irony.
To make a long story short, SEO eventually evolved into what I had already been doing, and I actually moved toward doing more of the technical work that all the newly rebranded inbound and content marketers never really knew how to do to begin with. It still amazes me how poorly made or mis-optimized many websites are. And don't get me started on how much those old SEO's screwed up businesses and the entire web with sleazy link building practices.SEO is a Science and an Art
Is SEO now just a required skill for web developers or is it a whole discipline of its own encompassing other forms of online marketing with the end goal of improving search visibility and what you get from it? I say both! Web developers should have a respectable amount of knowledge about the technical aspects of SEO - I still see site redesigns that undo years of hard work. And SEO as an all encompassing marketing discipline is alive and well too. The trick is knowing which of the components of search marketing are appropriate to use for a particular business - and knowing how to do them well.
This article from @sengineland has me thinking a lot about this, so keep an eye on https://kercommunications.com/blog
for a longer rant about it from me soon.