SEO is dead

I was at a client meeting recently when someone asked, ‘but what about our SEO?’ Across the table, somebody else launched into an explanation of how the SEO agency they’ve partnered with is making sure everything is as optimised as optimised can be.

I bit my tongue. There’s a persistent idea even among fairly tech-savvy people that SEO is somehow something separate that you can do to your website, which will turn whatever you’ve got into a Google-conquering monster. Let’s be clear: the time when you could trick a search engine into promoting your site is long gone. All that really matters now is good design and good content.

Evan Bailyn, the author of SEO Made Easy, says: ‘What Google’s search engine effectively does nowadays is return the best-written, most helpful, most popular website for a given search.’

Search engine algorithms today are very sophisticated: they don’t fall for stuffing keywords into pages, and they don’t care much for paid ads either. But they still don’t actually know whether the content of your site is any good or not. They’re interested in what people think of it. As’s guide to SEO says, search engines rank sites based on what people ‘discover, comment, react and link to’.

Here’s what Google themselves say: ‘You should base your optimisation decisions first and foremost on what’s best for the visitors of your site. They’re the main consumers of your content and are using search engines to find your work. Focusing too hard on specific tweaks to gain ranking in the organic results of search engines may not deliver the desired results.’

And what do people react well to? Good design and interesting, helpful content. We wrote a blog saying the very same two years ago.

Pour your resources into giving people in your company the skills and support to create consistent, clear, compelling stuff. If your writing and design are good, you’ll naturally fly up the rankings. (We’ve never spent a penny on SEO at The Writer, but we’re on page one of Google, Bing and Yahoo! for tone of voice.)

Here’s Evan Bailyn again: ‘The sophistication of Google’s algorithm has left us with a situation that has surely disappointed many a corner-cutting SEO company: that you have to produce truly good content, and lots of it, in order to rank highly in organic search.’

When even SEO experts are telling you that SEO isn’t the answer, it’s time to put your efforts elsewhere.

(And if you want a hand with the writing, you know where we are.)

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