SEO - Teamwork with the user in focus
Today, successful search engine optimization depends on both process thinking and a nuanced team of competencies, where the right mix leads to better rankings, more visitors and greater impact.
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Today's search engine robots are incredibly much smarter than their younger selves. Instead of various dirty hacks, serious search engine optimizers are now discussing how best to relate to EAT (Expertise, Authority, Trust), artificial intelligence and data linguistics. Because today, SEO is not about cheating your way to a good ranking, but about building a strong brand through user-focused and optimized content. Content that portrays the sender as a reliable authority and expert in their field. Long-term strategy therefore beats short-term hacks, and to stay on course, more skills need to be added to the SEO team. Together with a new holistic approach.
– Many stick to the old-fashioned SEO and spend hours making sure that the site's meta descriptions are a maximum of 156 characters long, but don't want to spend a minute of their time on SEO strategy or analysis. This makes SEO one-legged, says Marcus Morän, Head of SEO at Bombayworks.
Googlebot wants to be a real boy
Google's search engine robot Googlebot, which indexes the pages that are shown in the search results, has grown up. With the help of machine learning, Natural Language Processing and improved handling of enormous amounts of data, it has become intelligent – and more human-like. Like a digital Pinocchio, Googlebot strives to emulate human behavior as much as possible. To become a real boy, or rather, a grown man.
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Google likes what people like
Nowadays, neither shady redirects, Russian link farms nor other cheating are needed. What is required to succeed is instead good content – following the rule of thumb that what people like, Google also likes. So far nothing new under the sun.
You don't become an authority in search results by following yesterday's tired SEO principles. It requires strategy and analysis, developed in line with your brand and your goals.
This is where the holistic approach comes in. To get meaningful and optimized content, you need more than a technical lone wolf. Now a bunch of different skills are needed, because SEO requires goals and meaning – purpose and a solid strategy. Such things need to be integrated already at the beginning of the development process, not at the end. Actors who were previously seen as more or less disconnected from the SEO process can (and should) be trained in how their roles can affect the company's visibility on the web.
– You don't become an authority in search results by following yesterday's tired SEO principles. It requires strategy and analysis, developed in line with your brand and your goals. A holistic view of the entire process, where technical expertise is only part of the team, is needed to stop guessing and start knowing, says Marcus Morän.
Build a team for holistic SEO
The project manager
It is the project manager's job to be able to make internal orders based on an SEO mindset with regard to the platform's limitations, the team's skills and the customer's set goals.
The developer
A person who optimizes the site's indexability and performance is always needed. It is best if it is the same person who configured the server and develops new functionality.
The copywriter/content manager
Actual content is a prerequisite for being visible in search results. Skilled writers who can find their way around a CMS are required to manage the editorial part of the assignment.
The analyst
A person who can handle data such as search volumes and traffic estimates should be in place before an initiative starts. Without an analyst, you will be fumbling in the dark.
The designer
Poor UX creates friction that limits engagement on your site – not least on mobile. A streamlined user experience provides clear advantages in search results.
Publication: Byråvärlden, September 2023
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