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Good SEO vs Great SEO: Experts Share 6 Key Differences – PowerPoint PPT presentation

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Title: siyajadhav (3)


1
Good SEO vs Great SEO Experts Share 6 Key
Differences
  • Good SEO begets good results but in competitive
    SERPs, you need to go further. See how experts
    define great SEO.
  • For years, Ive wanted to learn about SEO but it
    seemed so daunting and mysterious.
  • Fast forward to today and I find myself here in
    the editorial team at SEJ, getting an early
    glimpse at column after column of great SEO
    insight and advice.
  • Lucky me, right? (I think so!)
  • I get to do what I love in editorial and its a
    huge plus to interact with and learn from the
    work of such amazing people in action.
  • You see, Im a firm believer in context and that
    having an overview helps with learning. Thats
    why I took this opportunity to ask SEO pros about
    their perspectives on what differentiates good
    SEO from great SEO.
  • From what I gathered, its in these areas where
    good SEO and great SEO really stand apart.

2
1. SEO Tactics Strategic Areas of Focus
  • For some SEO experts, the difference between good
    SEO and great SEO is where effort and work are
    focused.
  • Put simply, for Adam Proehl, Partner Co-Founder
    at Nordic Click Interactive, good SEO means
    checking all the boxes.

3
Following Checklists, Best Practices Proven
Strategies For Good SEO
  • SEO professionals know the value of using proven
    tactics and strategies specifics that Tony
    Wright, CEO at WrightIMC, reminds us include
    On-page SEO done correctly, a content strategy,
    and a way to find links.
  • These lead to increased visibility, traffic, and
    conversions, shares Winston Burton, SVP, SEO at
    Acronym.
  • Helen Pollitt also adds that good SEO is making
    sure an entity can be found through search at the
    right time, by the right audience.
  • As for Ryan Jones, SEO Group Director at
    Razorfish, Good SEO uses tactics that currently
    work to rank.
  • And like him, Motoko Hunt, President,
    International Search Marketing at AJPR, touches
    on this, as well. She says that good SEO is
    improving ranking and results by following best
    practices.
  • Natalie Hoban, Digital Marketing Specialist at
    Forthea Interactive, further explains good SEO as
    Doing the standard. Its doing technical audits,
    keyword research, content optimization, page
    speed improvement recommendations to ultimately
    improve a clients visibility and get them more
    business.

4
Which Tactics Areas of Focus Make for Great
SEO?
  • In contrast, great SEO goes beyond the basics.
  • Hunt says this Great SEO pros take actions
    based on the understanding of how the search
    engine bots and websites work, and not because
    those are the best practices. They can identify
    the cause and the effective solutions outside the
    checklist.
  • Wright also shares that the focus of great SEO is
    creating linkable content and getting
    high-quality sites to link to that content while
    also providing stellar technical on-page
    solutions.
  • Manic Bhan, Founder and CTO at Link Graph, says,
    What separates greatness here is nailing all
    four areas authority, content, page experience,
    and keyword/industry-specific ranking factors.
    Specifically, its addressing the key
    deficiencies that are holding a website back.
  • Great SEO delivers qualified traffic that
    converts potential customers into buyers and
    meets or exceeds organic key performance
    indicators, in addition to continuing to drive
    business value/ROI month over month and year over
    year, Burton adds.

5
2. Taking Google Algorithm Updates Into
Consideration
  • We would be remiss not to mention how algorithm
    updates and constant changes in the industry
    affect what is good and great SEO.
  • Viola Eva, SEO Consultant and Founder at Flow
    SEO, shares that, A good SEO caters to the
    algorithm and finds the right keywords and links,
    thus increasing organic traffic.

6
What Makes for Great SEO Here?
  • To better explain the contrast, Jones shares
    Good SEO may get hit by core updates and
    algorithm changes but great SEO will only get
    better with each one because it was chasing what
    Google was trying to reward, not the actual
    algorithm inputs.
  • Weinstein explains that great SEO is paying
    attention to the evolution of search, including
    changes in searchers behavior and algorithm
    updates, then adjusting (and implementing)
    strategies and tactics that align.
  • Good SEO solves mechanical problems that arise
    after every algorithm change, while great SEO is
    a cross-department mission to create great
    experiences that inspire trust and earn long-term
    revenue, says Navah Hopkins.

7
3. Becoming Holistic Problem-Solvers
  • Hopkins also points out that, Far too often, SEO
    (or any digital marketing discipline) gets stuck
    in the function and its easy to forget that we
    need to be business problem solvers not just
    techies.
  • Good SEO addresses existing site and content
    issues, says Rachel Vander nick, Founder Lead
    Consultant at The Vander Group.
  • It also focuses on doing a few things well,
    adds Maddy Osman, SEO Content Strategist at The
    Blog smith.

8
What Is Great SEO, In Terms of Problem Solving?
  • Proehl points out that great SEO inspires a
    shift in the mindset of an organization.
  • It involves considering every aspect
    holistically having complete oversight on every
    interrelated aspect of content, backlinks,
    technical SEO, and performance and requires
    measuring and analyzing results to adapt strategy
    accordingly, Osman shares.
  • Hoban adds that Great SEO goes out of the
    technical nitty-gritty, in an effort to
    fundamentally understand a business as a whole
    from top to bottom and their holistic marketing
    strategy. Its the drive to truly understand how
    search engine optimization can fit into the big
    picture for a brand, and how it can also work
    with other channels.
  • Lily Ray, Sr. Director of SEO Head of Organic
    Research at Amusive Digital, also points out
    that, Great SEO involves identifying and
    understanding all the available opportunities to
    improve a site and being able to strategically
    prioritize those tasks, plus assisting with the
    implementation and execution of them.
  • Great SEO is demonstrated by those that
    over-deliver and also future proof the campaign
    to ensure the work being done stands up to the
    test of time. That means the strategy and efforts
    should always provide a positive benefit now and
    in the future, says David Harry, Lead SEO
    Consultant at Verve Developments.

9
4. Staying On Point With Reporting Utilizing
Tools
  • SEO experts know the value of knowing and
    utilizing tools to analyze data. They also know
    how important it is to communicate and report
    what matters.
  • Ray shares that, Good SEO involves using widely
    available SEO tools to surface opportunities and
    insights without much prioritization or specific
    advice about what to optimize and how.
  • Jamie Indigo, Technical SEO Consultant at Not a
    Robot, also adds that Good SEO is knowing how to
    read reports and use diagnostic tools.

10
What Sets Good SEO and Great SEO Apart
  • Indigo goes on to share that Great SEO is
    knowing which reports reading, how the underlying
    themes interconnect observable changes, and which
    tools to use. The difference is that great SEO
    can interpret the observable output as it relates
    to changes in the (typically unobservable)
    internal systems.
  • Brock Murray, Co-Founder at seoplus, notes the
    difference between good SEO and great SEO boils
    down to this statement Impact Be sure to move
    the needle for your clients and this is what
    separates the best from the rest.
  • Greg Jerboa, President and co-founder at SEO-PR,
    adds The differ between good SEO and great SEO
    is how you measure success.

11
5. Putting the User First
  • Another great point that these experts stress is
    that good SEO vs great SEO means understanding
    what matters most and making that your priority
    overall and that is the user.
  • Jones shares that, Good SEO is SEO that works
    for Google. Great SEO works for Google and users
    it understands what users are trying to
    accomplish and then builds something that helps
    them accomplish it, using good SEO best
    practices.
  • Tom McLoughlin, Director at SEO Travel, also
    points out that good SEO means thinking about
    humans. Start with data, collect all the
    information you can and do thorough research, but
    then switch back to thinking about real people.
    SEO is just another form of marketing, so if you
    always keep this perspective in mind then you can
    elevate the quality of your SEO work to the next
    level, he says.

12
What Makes It Great SEO?
  • For Adam Reimer, President at Adam Riemer
    Marketing, Great SEO is about providing an
    amazing user experience, understanding your
    audience, and catering to their needs.
  • Osman shares that, Great SEO always considers
    the final human end-user over search engine
    robots (finding a way to bridge the gap).
  • Eva also adds that, A great SEO pro integrates
    the brand narrative, the needs and aspirations of
    the audience, and Googles preferences. They not
    only drive organic traffic but demand, MQLs, and
    revenue. They collaborate with other functions
    (mainly marketing and sales) to turn the vision
    of a company into reality.

13
6. Learning, Training Valuing Your Team
  • Good SEO professionals are able to identify their
    strengths and work in collaboration with others
    to accomplish objectives.
  • Hopkins touches on how working towards a common
    goal and working as a team makes for good SEO.
    She shares, By building solutions with that
    long-term mission in mind, as well as
    collaboration opportunities with other
    departments, the short-term fires will get solved
    in the process.

14
What Differentiates the Good From the Great
  • Great SEO, on the other hand, happens when
    experts who excel at their respective areas
    collaborate towards a common goal.
  • Pollitt says that great SEO supports other
    marketing efforts to contribute towards the
    success of a business and how SEO needs to work
    alongside these teams to make sure the business,
    as a whole, benefits, and not just the channel.
  • Jason Hennessey, Owner at Jason Hennessey
    Consulting, touches on another aspect of great
    SEO.
  • The difference between good SEO and great SEO
    comes down to education, he says. Take the time
    to educate and inform the client as to why they
    are making the suggested changes to help the
    client to value and appreciate the SEO work being
    done.
  • Jeff Ferguson, Partner at Amplitude Digital, also
    makes a great point that Great SEO puts
    (marketing, website design, and public relations)
    back in the hands of the experts, armed with the
    knowledge that those roles now play an essential
    role in modern marketing strategy for a world
    where search engines are a critical touchpoint in
    the consumer journey.

15
Key Takeaways
  • From the shared views of these SEO pros, its
    evident that knowing and being updated on best
    practices, tactics, and strategies to utilize for
    SEO is essential.
  • Theres also a need to stay updated on SEO tools
    and use them well.
  • These will help with analysis and reporting of
    data findings to other relevant teams and roles,
    as well as decision-makers and assessing both
    wins and challenge areas to focus on.
  • SEO professionals need to hone their
    problem-solving skills and be able to roll with
    the punches.
  • They must be prepared to address problems that
    need both immediate and regular attention, as
    well as anticipate issues and challenges that can
    arise in the future, regardless of algorithm
    changes and updates that may come.
  • This exercise learning what pros think about
    the difference between good SEO and great SEO
    helps give a better understanding of SEO and its
    purpose both from a business perspective but,
    more importantly, for users that benefit from the
    end results of all the efforts of SEO experts and
    teams.
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