Is SEO an outdated term?

What does Search Engine Optimisation mean? It consists of two parts - the Search Engine, and Optimisation. Of course the goal of SEO is to appear high in the rankings.

So what do you optimise?

The first response is always going to be your site. So what do you do to your site? Well there are two areas to focus on, site structure and content. With good site structure, the search engines understand what are your most important words. Then you have the content which again needs to reflect your most important words - the words under which you want to be found, more commonly known as keywords.

What else can you optimise?

Optimisation is about taking something and improving it. Once you have your structure and your content done, which it never is, you need to move on to "off site" strategies. Can you really optimise if you don't have that much control over something that isn't your own site? Yes and no. Yes you can directly control your adverts, your Pay Per Click campaigns and other sites you have under your control, but already this isn't really SEO any more although good SEO will improve your advert placements and quality score.

What should SEO mean?

What are we all trying to do when we talk about Search Engine Optimisation? Get more traffic, more leads, more sales, more profit. So does SEO really do all that? To some extent, but it's just a small area of something much, much larger which consists of:

  • Pay Per Click
  • Facebook Advertising
  • YouTube
  • Twitter
  • LinkedIn
  • Referalls
  • Articles
  • Blogging

And that's just online. We shouldn't be neglecting other ways of increasing our visibility:

  • Conferences
  • Networking
  • Press releases
  • Billboards
  • Newspaper and magazine ads
  • Radio & Television Adverts and Appearances

Does SEO really apply to all of these? I call it Online Magnetism.

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