Search engine optimization (SEO) is the process of setting up a website to appear indexed in the organic search. SEO involves the employment of various tactics which help the website secure a favorable position in the search results of some particular content or highly searchable key terms. SEO has existed in the practice of many bloggers since the onset of the internet. However, many companies do not fully understand the limitations of some temporary techniques or use of automated techniques on SEO.
Automating SEO can be a lengthy process, and many aspects of website development may require some extra human touch, other than automation. However, the idea of quick solutions of fixing some problems affects the ranking of websites therefore it is not a worthwhile venture.
Frank Abagnale, the Customer Success Manager of Semalt Digital Services explains the comparative strengths and weaknesses of working with automated SEO.
Nowadays, many tools have been developed to help you with your SEO. There are tools for keyword research, backlinks analysis, assessing traffic, report generation, etc. Whatever you need in your search engine optimization, you can find it on the Internet. In the last decade, there have arisen many easy to use content and website management tools which have helped many websites improve their ranking statistics vastly. However, even despite platforms Wix and WordPress have made several SEO tools, they rarely help people to rank their websites high. It is not possible to use one single solution for all businesses, that is why Semalt recommends elaborating individual SEO strategies, suitable for each particular case.
Does it mean that you should do exactly that?
If you think that the answer is yes, you haven’t taken a close look at what makes SEO tick. In the beginning, Google scanned every web page to determine its search queries and its place in search results. Back then, the success of a keyword depended on how frequently it was mentioned in the content. This is how hidden text technology was developed by Black Hat SEO practitioners, and this is why Google abandoned this method. Next, Google started considering the importance of backlinks and their amount. This was also exploited by webmasters, who wanted a cheap and quick way to the TOP, causing Google to change the strategy once again.
Currently, Google algorithm takes a wide range of factors into account: from backlinks to keywords to social media. Using just one element is not enough to promote your brand to the TOP of search results. However, tomorrow all this structure may be changed entirely with the introduction of a new algorithm.
Google is not a machine. It’s a company, with experts, who constantly analyze the performance of search engine, the behavior of webmasters and make the convenience of users a priority. Therefore, once they see a drop in the usability of a search engine, they apply necessary changes to get rid of sites that compromise the use of Google. Each time there is a challenge, Google changes.
Even the most amazing automated tool cannot keep up with the man-guided evolution of search engine. Your tools may be working right now, but in a week they will be useless against the new guidelines. So, if you want something that would provide you with long-term results and endure the sudden turnarounds of Google algorithm, a competent SEO agency remains your best friend. When working closely with individuals doing the SEO, one can come to learn many market trends regarding the way different websites operate.
For example, Joost de Valk, the founder, and creator of Yoast SEO for WordPress plugin agreed that despite the possibility of many existing tools provide a set-and-forget method, SEO automation is a complex process that involves fairly more than that. For instance, machines and software can only serve the technical bit of the SEO partly. The content development and viral marketing require the higher level of human involvement to make them work.
SEO automation is a process which is more complicated than you might think. Many white hat SEO development tools promise to give a quick fix to temporary issues. However, there is still some high level of involvement in developing the content. SEO tools are essential and will make the life easier for most of the tasks requiring technicality. Nevertheless, they won’t warranty you a #1 position in search results: at best, they will keep your site from dropping lower in the ranks, but even this benefit will be gone after an algorithm change.
No automated program can guarantee replacing the hard work involved in content development tasks like content editing, operating inbound linking and keyword selection as it cannot be achieved correctly using machines. Also, using a fully automated approach means sacrificing flexibility and adaptability you need in case the search engine optimization routine suddenly changes. As long as Google is run by entrepreneurs and not AI, the cooperation with SEO experts will remain your best method of conquering TOP positions.