Copywriters and SEO specialists often need to place themselves in the minds of users to try and understand the context and intent behind certain keywords or phrases.
Algorithms can change on a whim, and whilst this can be a bit frustrating – it actually makes SEO invigorating. Think of it like this:
SEO is a really intense guessing game. Mixed with tried and true tactics, of course.
I’m not saying that you should change your brand voice on every platform – but perhaps consider changing your tone. If you have an older audience full of decision-makers on platforms like Facebook or LinkedIn, speak to them in a way that would resonate rather than the way you might speak to a younger audience that resides primarily on platforms like Instagram or Twitter.
Those small businesses that used to love the idea of search engine optimisation are now slowly pulling away. Business owners and shops are leaning more toward growing their social media presence than optimising their websites – and honestly, I’m not surprised in the slightest.
When Google had just begun, search engine optimisation (SEO) was a much simpler task than it is today. Each website’s ranking position was based solely on the number of backlinks referring to it. This paved the way for Black Hat SEO tactics, also known as unethical SEO tactics, to make their way into commonly used search engine optimisation strategies. Not exactly ideal. As ranking algorithms have become more complex, the usage of black hat search engine optimisation tactics have caused penalisations and even black-listing of websites that use them in the attempt to render these techniques obsolete.