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.
Blogging has taken the digital world by storm. Suddenly it seems that the people you know without a blog are rapidly shrinking, and many businesses who don’t have one already in place are preparing for the launch of a blog in the near future. Are you the only one out there that doesn’t have a blog? Not necessarily – many businesses shy away from starting a blog because upfront it can seem like a massive time sink. Especially if you haven’t got the time to devote to researching new topics and to constantly create new content.
Whilst the ability to create the materials they are managing is an added bonus, I wouldn’t necessarily call it an essential quality of a social media manager. What I would deem essential? An eye for graphics, an aptitude for writing and a clear passion for what they do.
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.