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SEO or not SEO. . . ?

There is a fierce debate in the marketing world: should you use search engine optimization or search engine optimization techniques on your website?

First of all, what does search engine optimization mean? Search engine copywriting requires copywriters to pay attention to the strategic layout of keywords, tags, etc. in their copy of the web page, so that the web page ranks as high as possible in the search engine.

According to a survey conducted by Enquiro and MarketingSherpa on the role of search, more than 60% of BTB buyers search for products online 2-12 months before purchase, and 69% of them start with “organic” (ie search engine) listings. Therefore, ranking high in search engines is very important.

Nevertheless, there are several points to consider:

(1) How does “organic” website traffic fit into your entire sales process? Do you use other methods (advertisements, direct calls, seminars, free white papers, etc.) to drive website traffic? And how qualified are clues from search engines?

(2) You need to be in the top 10 or top 20 (any lower position has little benefit). How fierce is the keyword competition? How likely is it that you can enter the top 10-20 listings with no effort?

(3) Search engines constantly adjust their algorithms (partly to prevent “black hat” search engine optimization experts from manipulating rankings), so just optimizing your page is a mobile goal.

(4) In the end, content is king. In the long run, having a lot of useful (fresh) content on your website may be more helpful to your rankings than SEO. In addition, the contribution of content to high rankings is more stable.

(5) Incoming links (other websites link to your website, ideal website ranking is high, highly respected) are usually considered more valuable than simple keyword optimization. Please visit www.alexa.com to research website rankings.

(6) Keyword optimized pages sound a bit strange; they often don’t read well. In addition, their sales power may be weaker than those pages that focus on prospects rather than engines first.

Finally, it is best to follow a three-part strategy:

(1) Focus on writing the most persuasive copy you can do, targeting human readers rather than search engines.

(2) Optimize keywords, if you want, but never change the strong copy of a word, if this change will weaken the copy, even if search engine optimization best practices require such a change.

(3) Once the page is up and working (for example, generating strong conversions), optimize the engine by adjusting the copy, but test to ensure that these edits do not reduce conversions.

So, do SEO, but use SEO wisely, and always put your (human) prospects first.

There is a more important point here: In addition to search engine optimized pages and clever copying, what really drives website traffic is useful and fresh content. Content is still king!

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