Time to read: 1 minute
As an SEO Manager I like to work with impact activities rather than blindly following what plenty of agencies think to be SEO. “Best practices” is a terrible phrase for SEO. It requires no application, no aptitude for getting improvements made to complex sites. “Create quality content” is another useless phrase when most people say it. There is no one bar for quality, and Google can’t define what quality means to your site. Only someone who understands where opportunity lies by understanding the business and IT challenges can know how to impact quality.
I maintain a pragmatic approach to SEO, and organic search is a main area of interest for me precisely because of that. I don’t see SEO as mysterious. Modern SEO is a wonderful place. SEO tricks and tactics aren’t a part of my world. Not that tricks are gone, but I operate in a different arena. And quality content should mean much more than commissioning 500 unique articles for your site. I affect the quality of content in a variety of ways (programmatic user-facing, site speed, educational/informational articles, internal linking structures, URL rewrites, etc.). Affecting content and how efficiently a user can learn, transact and share sounds a lot like marketing or even product development. I don’t run from the title “SEO”, but I do think of SEO as more of a skill than a position. SEO is a layer of knowledge I possess. I’m a marketer who provides an extra element of value for new site initiatives. As an SEO Manager I find myself educating and motivating as a marketer. Often, my job is to bridge the gap between marketing and IT to ensure SEO is upheld by the user experience. Whether it was promoting my first Geocities site in 1996 or orchestrating SEO projects for more than 90 clients at an agency, my goal has remained the same and it’s exciting: Make sure interested people know about your novel ideas, your relevant products and content and how your brand fits into their lives.
The promise that no one really knows what is coming next or at least how the next Google change will present itself. That is a major appeal of the SEO world for me. It means that experience isn’t everything (and often counterproductive), and SEO professionals have to stay in touch with changes rather than relying on past success. Still, the longer I work in SEO, the more I realize breadth and depth of real-world experience leads to expertise you cannot obtain through YouMoz posts.
Future of SEO
Faster search. Better results. Personalized results. Privacy be damned. Search becomes a layer, not a destination. Search gets predictive and transitions to results that requiring no inputs.
Search will become less definable, and data integration/cooperation will lead to automation and personalization for the organizations that do it right.