The business of SEO requires a unique personality. A good SEO needs to be well versed in marketing, writing, technical skills, public relations, and analysis. The job spans different departments, so it requires a collaborative approach. The silo mentality will not work.
SEOs also have to be comfortable working in ambiguous situations where the rules are fuzzy and change constantly, based on a recent survey of U.S.-based professional SEOs. Phillip Brooks, director of content marketing for SEMrush, summed it up: "Google has become the judge, jury, and executioner for any tactics it deems shady. But they answer to no one. That kind of power can be problematic for business owners who depend on the search giant's largesse for traffic to their sites."
Furthermore, SEOs must convince clients that SEO campaigns will have positive return on investment (ROI) even when:
Knowing all this, youd think that SEO professionals would be frustrated and angry with Google, exasperated with clients, and at their wits end with the entire industry. But the remarks from about 60 professional SEOs tell a different story. Here are the big takeaways.
Prior to the first Google Algorithm update, every SEO did things that were "iffy." The rules were vague and there was little chance of penalty, so why not? When the penalties started rolling in 2012, the jig was up. It was a scary time because everyone was vulnerable.
Now, after having lived through numerous Panda and Penguin updates, SEOs no longer fear them. Ninety percent of respondents said that Google updates are good for the industry. The updates are "for the greater good of the Web" (Andrew Akesson, Venn Digital), "a necessary evil" (Collin Jarman, COCG Digital Marketing + Design), and "trying to bring the highest-quality content to the top of their search results" (Ashley Sweren, Firework Writing).
Maciej Fita of brandignity.com goes so far as to say that "Google's algorithm changes are morphing us all to be better marketers." Google does harp on quality, diversification, and finding a genuine audience for your content. Indeed, Google is challenging us all to be better marketers.
Those who expressed negativity about the updates dont like them mainly because they fail to catch every offender. Certainly, anyone whos trying to follow the rules feels discouraged when they see a spammy website with top search results. Jill Caren of 2 Dogs Design says, "We see Google talk about the algorithms and we will then find a site ranking on page one that has no back links, is brand-new and not well optimized. Clearly we know something is being done that is probably not ethical to get to that point - but Google has not figured it out yet."
Read more:
3 Ways Google Penalties Have Pulled SEO Out of the Gutter