How to Expand Your SEO Plan Beyond “Just Links”
I’ve been posting a lot about links lately – why links are important, how to get links, what types of links will help you most, etc. And that’s all true – but I’m here to remind you not to get bogged down in one aspect of SEO when there’s so much else going on in the SEO world.
SEO is one of the most complex sciences in the world, and many marketing teams and SEO gurus – often the ones that don’t really know what they’re doing – try to oversimplify the issues surrounding SEO to make it sound easy (or like they alone have all the answers).
One of the bloggers at Bing’s webmaster services page recently wrote a post reminding us that links aren’t everything. While I was doing my daily SEO reading I stumbled across it, and it made me think more about the utter complexity of SEO than I had in some time.
Yes, links are important. In fact, they may still be the most important single aspect of SEO – and they have been for quite some time, according to almost any SEO guru (or anyone with any knowledge of the system) that you ask.
However, they are not the only important thing. And, as we know, one of the only constants in the world of SEO is change. That means that even if links have been the most important factor for a long time, they may not always be. Remember, in SEO and in life, no one stays at the top forever.
The upshot of all this is that when you’re working with someone at your company or with an external SEO marketing service on an SEO plan for your dental practice, you have to focus on everything at once. If that sounds impossible, well, you know why SEO marketing is such a big and fiercely competitive industry.
In addition to links, you need to make sure that whoever is responsible for your SEO marketing understands the importance of social media, keywords, local SEO techniques, semantic search, and other important factors and trends in the world of SEO. No factor of SEO works without any of the other factors in place and fully optimized, and a few good links aren’t going to be enough to put your dental clinic on the map.
We’ve talked about this a great deal within the company today, and have decided to work harder than ever on the SEO factors outside of link building that could help our clients. Don’t get me wrong – link building is still what we’ll put the most time into – but we know that if we want to stay relevant as a marketing firm (and help our many clients stay relevant as dentists) that we’ll have to focus on everything.