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If you want your website to rank well in Google, it’s important to understand the basic realities of search engine optimization. Although SEO is a very broad subject, its most important components can be distilled into seven key facts:
1. Change is Inevitable
Not only has Google developed a reputation for regularly rolling out major changes to their algorithm, but many other aspects of online marketing also change on a regular basis. Because this type of change is going to happen, it’s important to account for it in any strategies you develop.
2. SEO Isn’t Something to Set and Forget
While there are certain optimization tactics you can do one time and then be done with for the foreseeable future, SEO is an ongoing effort. When businesses fail to commit to SEO, it’s nearly impossible for them to get the results they want.
3. Mobile SEO Matters
Using a responsive design for your website is a good starting point for mobile SEO. However, because local website optimization also plays a role in these rankings, it’s important to address additional issues as well. Geo-targeting, user navigation, and customized experiences are all factors that can play a role in how well a website ranks in mobile search results.
4. Your CMS Can Make or Break Your Rankings
Choosing a new CMS isn’t a decision that should be taken lightly. One of the many ways it can affect your site is through rankings. While an optimized CMS can provide a lot of help in terms of rankings, the wrong one can hold you back. And even if a quality CMS is selected, it’s important to transition properly in order to protect any existing rankings.
5. Small Changes Can Have a Big Impact
This reality of SEO is a double-edged sword. Since there are times when trying to rank can be very frustrating, it’s reassuring to know that the rankings your site deserves may just be a small change away. On the other hand, if you’ve managed to establish very good rankings, it can be a little scary to realize that even if it’s something small, making the wrong change to your site can have very serious consequences.
6. SEO Shouldn’t Exist in a Bubble
A big part of getting the most out of search engine optimization for business is understanding that this practice doesn’t exist in a bubble. While it is important to ensure that all of your SEO efforts are in the hands of capable professionals, you also need to take into account how search engine optimization interacts with everything else you’re doing online and offline. By finding the best ways to integrate all of your efforts, you’ll be able to generate the best possible results.
7. Google Doesn’t Owe You Anything
While this last point may sound harsh, the sooner you take it to heart, the sooner you’ll be able to develop a truly effective SEO strategy for your website.
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