SEO is optimising content for the user… …not the search engine.

I will not claim to be an SEO expert. This article will not give you “Best Practice” advice on optimising your website for search.

I do, however, hope to invite your thoughts on the ‘well-known’ (or is it?) premise that a Search Engine’s job is to get users to the most relevant content. As this is fundamentally based on what they are looking for, I believe that a website should have the same objective.

Content that is relevant. Presented to relevant searches.

Most savvy marketeers do know that writing content suitable for your user is the first and foremost objective. As a result, outdated techniques like keyword stuffing, link building and blogs without a fan following are largely a thing of the past.

I do, however, continue to find myself in the midst of a conversation on optimisation of a site for search…rather than the user!

We end up twirling in a dance of SEO jargon which takes precedence over a sensible audit of the relevance of the information and the mediums through which our users find it.

I do hope I’m on the right track when I try to take a step back, drawing my clients into the world that is their user’s. Getting them to think about their content as well as the context.

Meta Titles and Descriptions will invite users from Search Engines (not unlike the window displays on Oxford and Regent Street)

Social cards grab their attention on social channels (Facebook = people watching from a cafe, Linkedin = Business networking)

Content first. Then Communication in Context.

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My firm belief is that we should build websites on a solid foundation, focus on the content (which still is King!) and stay on top of the official SEO guidelines.

If you need to be more aggressive (e.g. you’re competing for sales) get some help to keep on top of rankings and consider SEM but let’s not forget that user?

What sort of challenges do you face when dealing with SEO?