Master Search Engine Marketing the Jedi way

Working in the digital industry we all take inspiration from a number of places. Our resident Star Wars fanatic Lesley has even managed to link the words of Yoda to SEO best practice! Here, she channels her inner Yoda to teach us some valuable SEO lessons…

” It’s no secret around ID headquarters that I’m a bit of a Star Wars fan, so when having one of my regular Star Wars marathons recently; I took the time to consider how the famous words of Yoda could apply to my work. I doubt George Lucas had Search Engine Marketing in mind when writing these movies but here are some SEO pearls of wisdom from Master Yoda himself”

1. “PATIENCE YOU MUST HAVE my young padawan”

Successful SEO requires patience… and lots of it. SEO is often known as the ‘long term’ marketing activity as it takes months, if not years on some occasions, to rank for targeted generic terms. SEO is a long-term investment, if you are looking for fast results, think about pay-per-click, it’s a quick and effective way to get your business in front of the eyes of searchers.

2. “You must unlearn what you have learned.”

It’s no secret that the way we practice SEO has and is constantly changing. Meaning we need to completely rethink our SEO strategies. Gone are the old days where we simply research keywords and chuck them in our titles and descriptions and expect to see results. It’s a much more complicated business these days and we now must forget what we knew and instead integrate our search strategy into other aspects of digital marketing; leveraging content and social media to produce original, valuable and shareable content that will attract quality backlinks.

3. “Once you start down the dark path, forever will it dominate your destiny, consume you it will.”

Good things come to those who wait in the land of SEO, so don’t be tempted by the dark-side of ‘black-hat’ SEO shortcuts. Buying links or building links on irrelevant, low quality sites, publishing duplicated content, creating low-value copy for the sole purpose of keywords, overuse of exact match anchor text. These tactics may produce quick results, but believe me, they will be temporary, it won’t take Google long to catch you out and penalise you for trying to manipulate their results. Not only will it destroy any rankings you have, it may have a negative impact in the long term, making it difficult to re-establish your website. Take Yoda’s advice and instead become an SEO Jedi and focus your efforts on relevant, quality content, reliable inbound links and effective keyword use.

4. “Difficult to see. Always in motion is the future..”

I think anyone in the SEO industry would agree that just keeping up to speed with SEO trends feels like a job in itself sometimes. With constant Google algorithm updates, and the need for new link building, content strategies and more it can be a lot to keep on top of. Just when we think we have got a handle on it all the goalposts move and digital marketers have to come up with entirely new strategies in order to keep up with the ever-changing landscape of online search. Sustaining SEO rankings requires hard work, know-how and perseverance and we need to be constantly tuned in to what Google is doing. Yes, unfortunately we can’t predict the future and the playing field is constantly changing but we can try our best to keep up! Use Twitter & other social media platforms to follow leaders in the industry, subscribe to blogs and email newsletters, set up Google alerts and make a point of continually monitoring these channels to keep up-to-date with the ever-changing world of search.