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If you scroll down the SERPs (Search Engine Results Pages) you will see so many posts referring to theories on the death of SEO. Don’t be led astray. SEO is anything but dead and, in fact, it is more relevant today than ever before. So, to answer the question, “Does SEO still work in 2018?” you must first understand what Search Engine Optimisation is all about. In other words, the answer is just as complicated as it is easy!
What Exactly Is SEO?
Search engine optimisation, SEO, is a means by which anyone searching for specific keywords finds sites that rank highly for those terms. Web developers have, perhaps, overplayed Google’s emphasis on informative and well written content. Unfortunately, without great SEO (strategic use of keywords) who will read that content? It’s rather like asking the tree in the forest question. If no one is there to read your content, how great can it be? Great content needs to be read and the only effective way to get anyone to read it is to find ways to make that content visible to the search engines, so they can make it visible to you. The implementation of SEO is the only way to ensure visibility. Period.
But, the Algorithms Have Changed…
Here is another misunderstanding which promotes the idea that SEO is dead. Just because Google has reprioritised the importance of ranking factors such as responsive design, doesn’t mean that the crawlers will find and rank your site any easier if you negate SEO keywords. It can’t be reiterated enough that people search by using very specific words and phrases and if you want to get found, you’ll take the time or hire a professional to research keywords competitive enough for you to employ in your content.
Haven’t Social Media and Videos Taken the Lead?
Something else which you must understand is that content is more than just the written word. Content is more than information on your website or articles linking back to your site. Content is any form of media you choose to implement. Even so, SEO is still relevant here as well. There are tips on how to employ SEO to rank highly with videos, for example, and that’s something you can’t ignore. Use those keywords in titles, captions and video descriptions so that the web crawlers will find your video and rank it in the results pages.
It’s sad that so many people totally misunderstand what those algorithmic changes encompass. Google isn’t telling you that SEO is dead or won’t work in 2018, what they are trying to do is enhance the UX, user experience. This necessitates the accurate use of SEO, but some people just aren’t getting it. Learning to use SEO to your advantage takes time and effort, but it is the most effective way to rank in the search engines. Without rank, you simply won’t be found by anyone searching for what it is you have to offer. It’s just that simple.
The only thing complicated about the answer is in learning how to research, employ and track your SEO strategies. If you don’t have the time, hire an expert SEO team, but by no means ignore the importance of SEO in 2018. That would be a lethal mistake.
Written by Laura Ginn