First, note that the article starts with “opinion” and the truth is that all content related to SEO is exactly that, opinion. Any representative or person that claims to have “facts” to back up their SEO strategies has discredited themselves. This is not to say that professionals can’t produce data that shows results, but simply put no one outside of Google really knows what drives Search Results in a manner that can be supported by fact. If you then take into account the fact that SEO has changed so many times in the last two years, one could argue that the industry has removed itself from the categories that allow for the titles guru and expert.
The chart is meant to be a tool, one that business owners should find useful as a roadmap for talking points with a SEO Professional or Agency. While there are finer points and details to contend with, you’d be hard pressed to find a real professional in the industry that could argue about the basic premise here and how important quality SEO is derived almost equally between each of the three sections. As such you should expect and anticipate that your SEO strategy should touch on all three, or spend your time and money somewhere else.
Onsite, represents the structural design and make up of your website. The structural design is a crucial component to how the site is crawled and MORE importantly will allow your users to interact with it. Engagement which is the perceived value to the user or visitor, is believed to have direct value correlations to onsite structure. Things “onsite” like Meta descriptions will affect things like CTR (Click through rates) which is one of the values we believe Google uses to determine if the placement is justified. Followed closely by bounce rates and time on site, which again we believe are all indicators to your sites value in relation to a topic or keyword. The Offsite refers to things like Social Signals, which once heavily included Twitter, but now seems most influenced by +1 activity from Google+. Geo references and Google Local are also factors in the search results both as an independent source and as part of traditional organic results. While backlinks are frowned upon in the perspective of buying links, you’d better believe that it’s going to continue and finding strategies that are genuine in nature are crucial to you survival on page 1.
There is no cookie cutter for SEO, anyone that walks up claiming they have the package for you is full of it! Genuine SEO strategies take time and must evolve, you can start with a budget but what you get as a report at the end of each month can be completely different, types of content, links, social outreach/bookmarks will all change over time and the SEO strategy should reflect that approach and not a useless plan that says $800 you’ll get 50 links, 3 articles and # # # #. That’s a big red flag.
In the end, SEO is part of a business. The Search Engines want to put people in touch with the service they are looking for and you should only want to spend time and money on strategies that place genuine search results that you can benefit from. In the end it’s all about connecting people with the content, product or service they want or need.
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About Basil Puglisi
@BasilPuglisi is a Content Contributor and the Chairman of the Board for Digital Ethos. Basil C. Puglisi is also the Digital Marketing Manager for PMG Interactive. As the Digital Marketing Manager he provides oversight and support to Digital Campaigns, from Website Development to Search and Social Reach.