Why SEO is More Than Just Search Engine Optimization

Days of counting on Google's organic traffic are long gone. Google is shamelessly upending search results to keep the traffic from leaving the platform. However, not everything is lost. You can still use SEO to bring in good amounts of traffic, but it might not be solely through search engines.

I've recently set up another blog, helping my client get the best of Google's "organic" traffic. We have successfully landed a few articles on the front page, but traffic is not what you'd expect. Here's why:

• Domain Authority matters more than choosing the right keywords and finding long-tail phrases with low competition. Without authority, the best keywords can't help you rank your website.
• Google Answers, Snippets, Google-owned websites, and paid ads all come first. 40% of Google's search result is Google. 
• 49% of Google search results never leave Google. Even having the first spot sometimes can mean virtually no traffic thanks to Google Snippets.
• We're searching for new things differently than 10 years ago.

Landing that first spot on Google is still a priceless traffic source. However, you can't count on it anymore, and you can't count on it for the future of your business. Companies are closing shop because of Google's behavior, and the EU AntiTrust committee even sued Google over such policies. 

Google pays antitrust fines and continues the business as usual. The company makes more money by upending search results than legal fines can catch up to it.

Google is not a friend anymore, but SEO is still immensely important and can help create a viral story. The golden rules of SEO are still intact.

SEO is People

Search engine optimization is a technical term hinting at machines and algorithms. But you don't have to know about computer code and Palo Alto executives to use SEO to your advantage. 

The people are searching the internet to find solutions, ideas, and entertainment. SEO is people. When you're doing the SEO research today, you can discover the following: 

• Exact language people use

• Ideas that are in demand

• How to create a relevant story

Here's an example of just how SEO can help you choose the right language and the right headline. Imagine that you're out of cool ideas to write and you're looking to find a topic in the general marketing niche. 

Keyword tools are the easiest way to start. Type Marketing in your preferred keyword app to start. We're using Moz for this story - the US search results. 

Marketing is a general word, and the first results are non-specific. Looking thought the first few lines, we see that people are searching for:

• Different types of marketing

• Social media marketing tactics
• Information on jobs in marketing
• Marketing tips and strategies
• Definition of marketing

Each point can give you ideas for your next story. With basic SEO, you know that people are interested in what you're writing about, and that helps you write for the audience.

You can churn out a few headlines straight away, before going to the next step.

• Marketing v. Advertising: What's the difference?
• Here are the best marketing strategies for social media in 2020
• Top Marketing Companies That are Hiring Right Now
• What Does it Take to Land a Job in Marketing 
• Marketing for Dummies: What Should you know?
• Is Digital Marketing the Sole Future of Marketing?

The headlines are generic but still relevant. People looking for Marketing jobs might not resist finding out just what it takes to work in the industry. You can take your search a bit further. Let's find a specific topic for digital marketing. 

You can see that the "digital marketing agency" has a fair amount of monthly search results. If you're working in digital marketing, then you might already know about digital agencies. You can research the term by typing it in Answer The Public, Google, or Youtube. Here is a list of potential headlines:

• How this 25-year-old Finds the Best Clients for his Digital Marketing Agency?
• Neil Patels Advice on Starting a Digital Agency That Will Help You Land Your First Client
• The Hot New Product for Your Digital Marketing Agency

Now, the next step is to write the story. You have already done the heavy lifting. The writing comes naturally after research because you're confident in what you're writing.

When you finish the story, go ahead and publish it on your platform. The views might not roll in immediately, and sometimes a little nudge can help.

Related Websites and Backlinks

We have to build a few backlinks. Both in-story outbound links and backlinks are important. Always include links to supporting your main story points.

Building backlinks is good for both private websites and platforms like Medium. But you're probably getting just the external traffic to your Medium post, which depending on your goals might not be in your interest. 

You can build backlinks in many ways. Here are two cool examples:

Quora Spaces is a good start. Create a Quora account and search for relevant spaces. Look out for spaces that accept guest posts and links. General spaces like the Entrepreneurial Mindse accept stories related to Entrepreneurship.

When you shortlist relevant spaces, head out to each one and submit your link. The quality and relevancy of your post matters because the QS admins can approve or pass on your story. Your external stats might jump, once your story is approved for popular Quora Spaces.

The old School way to build links

Search for relevant websites and ask them to feature your link. The websites that rank on Google for your term are a good start. 

Search for relevant websites, blogs, and Medium stories. Then, contact the users and webmasters and ask them to include your story. If you're using Medium, be sure to provide Friend Links. Regular links come with paywalls, and Webmasters might pass on a paywall story. The right backlinks are a sure-fire way to bring constant traffic to your story and website.

Final Words

You can use one simple SEO strategy to build relevant blog ideas and establish constant traffic. Here's the quick rundown.

• Research general keywords in your niche
• Shortlist headline ideas
• Write a relevant story
• Build backlinks
• Welcome traffic

SEO might not be the magic discipline that opens doors to Unlimited Google Traffic anymore, but you can still generate immense value with SEO tactics.