To the uninitiated, Search Engine Optimisation (SEO) is like rocket science. But these days, to brands that have been exposed to this online marketing method, SEO is simply table stakes.
Why? Let’s go back to the mid-2000s.
During its heydays, most companies that greatly depended on digital marketing have turned to SEO as the go-to strategy to introduce themselves to consumers. However, after years of reign, both drastic and gradual changes have reshaped the way SEO works.
It was a “requirement” for brands to have dedicated SEO teams back then, but today, it’s a different story. One by one, these companies eliminated their SEO teams as they started assuming that SEO is table stakes.
There are several factors as to why SEO from 2005 is different from its state now. Let’s get the cat out of the bag.
The Rise of Digital Marketing Companies
Companies that had in-house SEO professionals have started to realise that hiring a digital marketing firm is more cost-efficient in the long run. Leaving the SEO efforts in the hands of freelance professionals or a dedicated marketing firm is a lot cheaper as companies need to pay for regular employees to do the job. Less is more so to speak.
Can’t Wait For The Actual Results
During the infancy stage of SEO, practitioners almost never had a hard time getting results for their companies. When Google started rolling out dozens of algorithm updates (we’ll talk about this topic later), actual results took a longer time to be realised. Because of this, companies became impatient and lost their confidence in the way SEO works.
SEO professionals’ practices and methods depend on Google’s algorithm; when there are changes in the algorithm, SEO practitioners have to adapt, otherwise their efforts will be futile. In 2018, Google had 12 updates on its search engine algorithm and we should expect more to come this year too. Other than the constant updates, SEO experts also face another mammoth challenge, and that is trying to decipher the details of the updates since Google isn’t spoon feeding them with the specifics.
It’s Everybody’s Ball Game
When companies started eliminating dedicated SEO teams in their ranks, they turned to individuals who could do little SEO as they were under the impression that everyone can do it. Today, it is expected for employees in a digital marketing-oriented company to know at least the basics of SEO. They are also expected to do SEO even if their job titles do not directly associate with marketing. This trend has caused the downfall of some companies as their appointed SEO “experts” have little knowledge about the up-to-date practices.
Connections Weren’t There Anymore
The people who believed in SEO have gone to different career paths and have already climbed their career ladders. The new marketing people in companies don’t believe in SEO anymore so SEO experts are having a hard time introducing them to opportunities. These marketing professionals would rather tap people in their companies to do some SEO than establishing a dedicated SEO team.
So, is SEO dead? Short answer: no. Long answer: SEO isn’t dead; it just evolved. The SEO we know from the mid-2000s is dead as the old practices and methods are now obsolete.
In a nutshell, no business should discount the advantages of SEO. If you want your brand to be known by your target consumers, do yourself a favour, hire people who know SEO like the back of their hand. Don’t make the mistake of assigning people in your company to learn SEO and expect them to bring your brand to the first page of the search engine results page.
Our SEO experts at Search Insights would be glad to help you achieve your marketing goals. They possess knowledge and skills that can cope with any changes in the market. Contact us today to find our how.