Many of the tricks to getting your small business website to show up on page one of the search engines have dried up and blown away. Today even the smallest business or nonprofit needs to engage it’s customers through building strong new content, content that’s useful, informative and engaging.
A playbook can be an invaluable road map that keeps your content strategy inline with your business values. SEO has grown and now everyone who wants their website to capture new eyes needs to pay attention and not leave it to the consultant or your brother in-law to decide what’s going to be done to promote your website and your business. Jump in and ask questions, get your hands dirty, get involved. It is after all your small business, right?
This article from Tom Schmitz over at Search Engine Land can help ease anyone into the former mysterious world of SEO. Schmitz piece is a great skeleton for you to get started in understanding how things have changed and what you need to know to start working on presenting your business in the best light to both the search engines and even more importantly your customers. Everyone needs an SEO Playbook.
Up to 2011, the test of a good SEO was wrangling search engines into behaving the way we wanted them to. During the last two years, it all ended. The vision search engines endorse, and their ability to enforce and execute that vision, grew dramatically closer. And, while the search engines’ algorithms evolved, so did their internal analytics, which means they can make more data-driven decisions.
Google and Bing are still far from perfection, and we will continue to see their mistakes, especially as they roll out new features and products. But, they aren’t pushovers anymore, not even for the most talented search optimizers.
Not being pushovers does not make them bullies. Get frustrated. Challenge questionable changes. Fight for more transparency and data access. Become an activist. But, don’t condemn the search engines. Without them, we would not have such tremendous opportunities. Understand the search engines’ goals, then use that knowledge to achieve your own business goals. Symbiosis is the mindset to adopt for 2013.