6 Misconceptions CEOs Have About SEO
Maintaining a solid online reputation can highly affect any business and its sales. The best way to remain competitive on the web, gain customers, and build a strong brand is to increase website search engine rankings. If a company desires to ensure organic, high-ranking search engine results that increase traffic, SEO must be practiced throughout the entire establishment.
The CEO of a company is likely last to learn important SEO practices and therefore misconceptions they have on the topic may arise. CEO’s knowledge of SEO can be limited by time and other responsibilities. This may negatively impact overall strategy and when implemented, can severely damage the company’s online home. Here are the most common misconceptions CEO’s have about SEO.
Misconception #1: SEO is Limited to Its Own Department
There are many companies that have a dedicated SEO department, consultant, or freelancer that manages the tasks. Because of this, CEO’s and other company employees make the assumption that this department can work in seclusion, without consulting any other departments.
In truth, SEO has to be integrated throughout the entire establishment to accomplish the results the company is striving for. Now that SEO has advanced with the uprising of social media marketing, content sharing, and more, all subdivisions of a company must work to become integral parts of eachSEO campaign.
Even departments not dealing with marketing can contribute to the cause and increase search engine rankings with their efforts. For example, the sales department has advanced familiarity with customers, their behavior, and how they come upon your website. By consulting with sales, the SEO department can work together to create effective keywords that target customers will most likely search. Other departments can provide constructive data to your campaigns as well.
Misconception #2: Google Establishes Website Authority Solely with Inbound Links
Inbound Links are links from another website that links back to your website, like a door to a closet. In the past, having a high amount of quality inbound links was the tried and true method of becoming recognized and ranking above average with Google. Recently on account of Google updates, it’s important to establish high quality content and authority in your brand. It’s no longer “whoever has the most backlinks of the highest quality ranks first”.
Misconception #3: Social Media Directly Effects Rankings
While shares, likes, comments, follows, and posts to your social media accounts will boost your company’s audience, establish brand recognition, and build interaction with potential customers, these factors have no direct effect on search engine rankings.
However, having your website address posted and shared among social media will increase your backlinks from high PR websites. It will also increase traffic to your website. Too often CEO’s only consider rankings, but in reality, more traffic is usually what they are after.
Misconception #4: Past SEO Tactics Won’t Hurt Rankings
The truth is, your past errors may be damaging your existing website and its content. A manual action can unexpectedly be placed on your website from the things you’ve done in the past.
Just a few years ago you may have tried to trick Google using free low quality links, stuffing keywords, and soliciting your website address on irrelevant websites.
Now, you’ve decided to maintain Google’s best practices by generating quality content, and building up legitimate backlinks. At this point you may think that as long as you’re trying hard in the present tense your past mistakes won’t matter anymore. That’s simply not true.
Misconception #5: Content Marketing is More Important
With the rise in popularity of creating content and marketing it, many business professionals assume that SEO can be left in the dust as long as they maintain great content. SEO and content marketing should be practiced together to achieve maximum results.
Many believe that content marketing can replace SEO because once quality content is shared, customers will automatically follow. But, wouldn’t high search engine rankings and effective distribution campaigns expose your content to a wider audience?
Misconception #6: High Rankings Can be Achieved Quickly
In the early days of Google, ranking your website high used to be as easy as a few days’ work. Business owners mislead search engines into thinking their links, keywords, and content were worth more than they actually were. With new updates and advances of Google, this practice is no longer possible.
SEO is now a marketing asset that shows great results over time. If your company desires great SEO results, it must be prepared for long term iniciatives including updating social media profiles, producing content (i.e. having a blog), and finding new ways to improve your brand.
CEO’s are responsible for ensuring the company is leveraging best practices, which includes strategies for online marketing. It is essential for CEO’s to be updated on the latest approaches, trends, and procedures to guarantee their company dominates competition and establishes a great customer base.
October 5, 2017