In early December 2012, Paul Boag wrote a controversial article that was published in Smashing Magazine. In his article The Inconvenient Truth About SEO, he claimed that businesses often prioritize optimization and erroneously focus more on the technical tasks than on creating quality website content. The discussion that followed was heated, thought-provoking, and enlightening.
Boag was 100% right about one thing: SEO alone doesn't mean anything. Imagine a poorly conceived piece of web content tweaked to be highly attractive to search engines, but means very little to readers. Imagine that this highly optimized, poor content quality webpage somehow made it to the top of Search Engine Results Pages (SERPs). People will be clicking on its link in the SERPs, but once on the webpage itself, they'll be leaving in droves. SEO generated the traffic and even led to click-throughs, but engagement and conversion rates were abysmal. You see, SEO takes care of the traffic, but website content handles conversion, and conversion is a tricky mistress to woo.
eNox Media knows the value of SEO and that it is still relevant and important, but it is also changing. Indeed, this dynamic nature is what keeps search optimization relevant and important in today's Internet marketing industry. Businesses cannot afford to wait for their quality content to mean something for Google. They can't set and forget their entire website and in the meantime barely break even. SEO has rightfully become less about the technical tricks that force a search engine to notice a webpage and more about helping quality content along, greasing the wheels that inevitably bring said content to the top of SERPs.
Today in the field of SEO the inconvenient truth that Boag highlighted is no more. SEO is no longer the focus, but a proven tool that helps webpages rank in SERPs as quickly and efficiently as possible. SEO isn't about tricking search engines anymore, but about helping them find the websites that publish quality content (e.g. entertaining blogs, informative white papers, and engaging social content) consistently and regularly. The truth is that SEO has found its rightful place as an effective part of online and inbound marketing. Effective SEO doesn't aim to achieve short-term, detrimental results that stem from trying to game search engines for quick and misleading ROI. It is a quintessential tool in a steady approach to marketing that yields long-term results that positively impact a business' bottom-line.