SEO as an industry leaves a lot of people scratching their heads because SEO doesn’t have rules that make sense to certain types of thinking.
Marketing management has to consider the obscure intuitive skills of experienced pros who can’t always explain why something has to be done a certain way. The steps to accomplish something often come with a proactive approach that helps to avoid costly missteps that can only be avoided by people who have done something so many times that they know what to avoid and what to embrace. Textbook learning for many technology-related fields only goes so far when experience really is the only thing that can get the job done. It is this experience we seek to have on our teams so that we can collaborate with fresh new ideas while using the caution of experience.
One of the most challenging and exciting things about working in this industry is that every day we are creating tools to meet the needs of different types of businesses. Managing SEO and website performance is one of the trickiest endeavors because it can involve the coordination of many teams to come together and accomplish complex solutions. While developing solutions the feedback of the experts on the team needs to meet the needs of the clients while giving something which can be utilized moving forward. What we’ve done over the years is to develop solutions that help businesses to remain flexible and make adjustments with the changes in the industry.
My background is one of a highly technical origin with about 25 years of troubleshooting my way to the point of a solution. Most of that troubleshooting was done with someone standing behind me telling me that something couldn’t be done. For those of you who are accustomed to being told what isn’t possible you know that this is what makes it the most fun to find the solution that no one thought was possible. This is what it takes to take the extra step in Technical SEO which involves somewhat of a back and forth approach. Every action causes a reaction and every change has an effect so when optimizing any area from server to website it’s necessary to take note of the effects it has on the end results. When someone adds a plugin on a website to try and speed it up they could actually be slowing it down due to incompatibility of the particular plugin.
This is what we find at the core of Technical SEO.
Technical SEO by definition brings together the fine-tuning of servers, website performance, and 100s of other aspects of a website in order to get the best results for being found on the Internet.
What is too often overlooked though are the human contributions that also need to be optimized. Even with all of the tools and processes running at full speed, they are all only as effective as the least common denominator. If even one person on a team doesn’t feel that what they are doing is important then it can affect the outcome of the whole optimization process.
Disbelievers or critics of the people in charge can prevent a website and a business from getting the results they want because the timeline of work will be affected when debate ensues instead of following through on critical tasks defined by the leaders of the team.
SEO is not only about implementing processes and optimizing a website or optimizing code. SEO is about optimizing the resources of a team in order to make sure that future workflow also follows the same guidelines and doesn’t take shortcuts when attention to detail in every area is so critical.
SEO isn’t a new specialty but has just been given different names along the way. SEO requires quality content which goes all the way back to print media before the Internet was even taking off. Without Optimized content, a newspaper or publication would not get the audience that it wants. If you try to sell a newspaper that has terrible articles then circulation is going to drop or not grow. The same thing goes for websites. If you are not focusing on quality content then all of the tricks in the book are not going to give you the results you want because all of the super engineerings that go behind Technical SEO depend on the quality content that supports the website(s).
Take your website to the next level by systematically fine-tuning every area that needs attention. This can take a week or 3 months but by following the right order and putting things in place correctly a significant advantage can be had just by saving time during the process.