Is SEO Dead? Maybe Not, But It Stinks So, let's say you pay an expert to increase your SEO ranking. It works. Goodie for you. Think that's the end of the story? Not really. Just because you have a high ranking doesn't mean your visitors are going to ring you up or email you when they click on your site. Herein is the rub. Rank alone means nothing. In the end, if your website doesn't create two-way relationships, it's a waste of time and money. It's like spending a lot on plastic surgery, but you have a crappy personality. Lots of people will look, but nobody's going to hook up with you. The answer to the question "Is SEO dead?" is... no, but it may as well be for practical purposes. Anything that costs so much and produces so little in terms of tangible results will have a limited lifespan. Meanwhile, start looking for more effective ways to stimulate those two-way relationships with or without SEO. If you do a search for that title, you'll discover there are a lot of claims on the web that SEO is not dead. It may not be dead, but it stinks like a cadaver left out in the Texas sun for 10 days. Zillions of people are deeply invested in making you think it is still alive. There are so many SEO experts, bloggers, gurus, and oracles on the web, just trying to educate yourself and reading about SEO can be a frustrating experience. When a snake oil salesman spews out copious acronyms and trade terms, it's always a sign that the pitchman is working hard to keep you, the buyer, in the dark. If you have to keep Wikipedia open to read a blog post, that's a sure sign. The average business owner has no time for this, which is the point. Do you really think you can win at this game? Well, yes, if you're willing to invest in one of those gurus monthly. And, we're not talking cheap. On the other hand, is winning really all that? Creating two-way relationships starts with fulfilling a need. After the visitor arrives on your site or blog, offer or give them access to the very thing they're searching for, or at the very least point them in the right direction to linking to some helpful resources. Because let's be honest, unless you're a celebrity or already have a cult following, they're not on your site because of you. They've arrived because they want to believe you have something of value that can help them solve their current problem. An even better option than giving away information or pointing them in the right direction is to offer to help them solve their problem yourself. This works especially well if you're in a service-based industry and communicating with your visitor is the ultimate goal anyway. The main point is that getting visitors and high traffic to your site is not the end of the journey; converting visitors into the role you want them to play is. Center your entire strategy around fulfilling the visitors' needs and you'll start to get a lot more leverage out of your SEO campaigns.
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