There is an incessant murmur within the world of digital marketing. The most knowledgeable of the positioning in search engines have already had to postulate in one side or another. We speak of one of the most famous phrases over the past months: “SEO is dead”. The impact of such an assertion has made the foundations of hundreds of forums that talk about search engine optimisation crunch.

We faced with a phrase that sells (let’s not forget that, after all, this is marketing). After all this time, SEO is still alive, and it is becoming increasingly evident that web positioning is immortal. Yes, every SEO agency has the right to position itself on one side or the other of the scale, but we believe that it is necessary to offer compelling arguments that support this idea.

SEO, from English ” Search Engine Optimization “

If we leave aside the complexity of the processes and variables that come into play within the web positioning, we find a simple but precise definition of what SEO is: optimisation of search engines. Are all SEO consultants and web positioning agencies aware of what their work entails? We are optimising thousands of web pages to feed valuable content to Google. The search engine par excellence is interested in users receiving quality content when conducting their searches and SEO consultants are doing much of the work to make this happen. Therefore, Google is not interested in killing SEO, just the opposite: making competitiveness by offering the best content increases.

The vital importance of local SEO

Despite the intelligence of Google’s algorithm and the scope of this company in so many areas, offering personalised results is not an easy task. It highlights a very revealing fact: of the 30 billion searches made from mobile devices during 2013, 12 billion corresponded to local searches.

Local SEO allows users to find businesses, products and customised solutions. Again, Google is interested in offering the most relevant results to users, whether they are from Madrid, Granada, San Francisco, Dubai.

In such a globalised world, we find an example in a typical scene today: a person makes a business trip to the other side of the world and wants to see a Japanese food restaurant. The first thing this user will do is search the internet for the keywords “Japanese restaurant”. For both the user and Google, the most beneficial will be that the search results adapted to the user’s location and this has several options within the list of Japanese restaurants in the city. Due to the technological maturity, we are experiencing many consumers, now called prosumers, it is very likely that the user wants to know more about the restaurants and not be satisfied with the suggestions for location.

It is no longer enough to have an excellent website for your business, but it must also be visible to Internet users.

SEO does not die, it transforms

Web positioning has undergone many changes since they began to optimise web pages for search engines. Let’s think for a moment that in the beginning, it was practically enough to give the search engines the URL so that their spiders or robots could analyse the website and index it. A lot has rained since then, and SEO has been adapting to the intelligence of the algorithm of Google and company.

If we think about it cold, the Google search engine is a service that encompasses several products. We are talking about a business that moves billions a year, which evolves and becomes increasingly sophisticated. It is curious about the fact that the echoes of the phrase “SEO have died” rumble with force whenever rumoured that Google is going to launch an update of its Penguin, Panda or Hummingbird. In the end, these updates bring some headaches, downloads or uploads in the pages of search results or small changes for which some websites are not even affected concerning positions.

SEO is transformed, changes little by little and complemented by other fields such as social networks. Similarly, SEO has its impact in areas such as online reputation. As we can see, search engine optimisation has a significant place within a chain, or rather a closed circle that from time to time opens to adopt new members. Google is aware of the strengths and weaknesses of this ecosystem and therefore occasionally releases updates to its algorithm to make it stronger.

Word of an SEO consultant

Danny Sullivan, a well-known SEO consultant, wrote not long ago on his blog: “(…) nothing is going to kill SEO. Many want this to happen, but this idea comes from an ignorance of what search engine positioning is. If you do not know something as much as you hate it, you surely do not know its future. ”

Later, Sullivan clarifies what is not the search engine positioning: “SEO is not about how to cheat the search engines, or create spam links, or ruin web design. SEO is about including in your content words that people will inevitably use and making sure that such content is as user-friendly as it is for users.

Moreover, do you think that SEO will die someday?

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