Experience is an overrated resource. Many boast that they have “experience” in digital marketing. “I have more than 10 years of experience in SEO.” “I optimized pages before Google existed.” I wonder, is that supposed to matter to me? Does the SEO experience really matter? I do not think so. Surely you’ll think I’m crazy to say that. And yes, I might be a little crazy. After all, I’m talking about experience, no small thing. If you give me a moment to explain myself, you will surely understand what I mean when I say that experience is not the only thing that matters.
First things first: I have no problem with the experience. Maybe it’s a little contradictory, but it’s not. You see, no one can argue that if I had to operate, and I had to choose between a surgeon with more than 20 years of experience and one just received, I would choose the 20 years of experience. Obviously, who would not? The fact is that, as is well known, the world of SEO is constantly changing. What’s more, I was a victim of these changes. Having been practically out of the world of SEO for almost 6 months, on my return I found a lot of changes due to the famous Penguin (algorithmic change that Google carried out earlier this year that affected 12% of the pages only in the United States). Now imagine the following: I have 10 years of experience working in the digital marketing world. I optimized a page perfectly, I know all the SEO vocabulary, I’ve had many pages in Google’s number 1, etc. A whole resume, right? The problem is this: what if after 10 years of experience, I decide to leave for 6 months like I did this year? What if, when I return, I encounter all these changes that occurred after the Penguin? Worse, what happens if I ignore all these changes, and I continue to apply the same practices that 1, 5 or 10 years ago? What if, after 10 years of experience, I decided to leave for 6 months like I did this year? What if, when I return, I encounter all these changes that occurred after the Penguin? Worse, what happens if I ignore all these changes, and I continue to apply the same practices that 1, 5 or 10 years ago? What if, after 10 years of experience, I decided to leave for 6 months like I did this year? What if, when I return, I encounter all these changes that occurred after the Penguin? Worse, what happens if I ignore all these changes, and I continue to apply the same practices that 1, 5 or 10 years ago?
What am I going with all this?
Once I clarify my “problem” with experience, and now that you started to think a little better, I want you to understand the following: Experience in the form of years of work is not the only thing that matters in the world of SEO. The closest thing to the experience of an SEO expert would be a doctor or a lawyer . Both need to be updated, because in the first case, new techniques are developed to better do their work (saving lives or improving the quality of life of their patients); In the second, laws that are repealed and promulgated, which change the way they carry out their work. Unfortunately, the world of SEO changes even faster than yours. At least it was during the last two years (and, for the moment, I doubt this will change). That is why an “expert” comes and tells me that he has many years of experience does not move my hair. If this expert continues to apply antiquated and harmful strategies, that experience is of little value. Let’s put it this way: it’s worth a cum. When looking at whether an SEO specialist really knows what it does or does not I look at a lot of factors, beyond experience. And believe me that many of these factors matter as much or more than experience . Among these factors, we have: When looking at whether an SEO specialist really knows what it does or does not I look at a lot of factors, beyond experience. And believe me that many of these factors matter as much or more than experience . Among these factors, we have: When looking at whether an SEO specialist really knows what it does or does not I look at a lot of factors, beyond experience. And believe me that many of these factors matter as much or more than experience . Among these factors, we have:
- Respecting the “rules of the game”;
- Being updated.
Let me explain a little more carefully these factors, so, at the end of the article, you understand a little better about what really matters in SEO.
SEO specialists should be curious by nature. Curiosity is one of the most important assets that an online marketing specialist can have. Why do I say that it is an asset ? Because it is something that is not bought or easily obtained. Someone who works for third parties, in a market as changing as this, should want to know what it is that serves and is what not before work. For example, 1 year ago I created content of little value, and I did it because I knew that, although I did not mind, it had results. And that’s what a customer wants, results . Now I do not do it anymore, because I learned that there is no way that one can be classified in Google with bad content (luckily). And although it is possible that the “pirates” Have discovered new ways to use non-original content to rank in search engines, I’m not interested to know. The fact is that I learned that, and much more, being curious. And I know that most of the real SEO experts have that in common, curiosity.
Because the rules change constantly, one must be willing to experiment. When I talk about “experimenting”, I mean try things like …
- Constant modifications of on-site optimization to improve rankings;
- New content strategies, such as infographics and videos;
- Greater participation in different social networks and forums.
I know the word “experimentation” sounds too risky. Logically, it is. But stop, I do not want you to think badly about experimentation. To experiment is not to risk in such a way that puts at risk the positioning of your clients or your own pages. Not at all. Experimenting is, as you saw above, testing new strategies to see which ones work and which do not . Or better yet, which works better than others, in addition to learning new and better ways to do their job. That, in the long run, helps the customer, and it improves us as professionals. That is why it is necessary to experiment. But, what I said at the beginning: we use antiquated or ineffective strategies that do not serve us. And nobody wants that to happen to him.
Respect the rules of the game
Let’s be clear. There are certain rules that Google, Yahoo and Bing impose, that define you can and do not. They are the basic rules that they created so that one can be classified in their rankings. If you follow their rules, they will index you accordingly, and possibly will rank you higher in your search engines. Otherwise, they will disindex and you will not appear more in your search results. So please play under your rules . I do not say it because I am the “king of ethics”, much less. Neither do I say so that you are afraid. I say it because it is the easiest, most convenient , and even the most effective you can do . You’re doing yourself a favor. Believe me, I was on the other side, and I never had a good time. It was boring, Complicated and expensive . The worst thing is that even though it gained fast results, these never lasted . Besides, it was not that I was doing so well financially speaking. That’s why, if you’re looking to qualify for “them” rankings, play under their rules .
Something that I see followed with many beginners, is that they comply with certain rules strictly. These “rules” can be guidelines like “content is king”, or “do not exceed the X% density of your keywords”. Relax. Do not go crazy with the rumors or supposed rules that some say you have to do. It’s fine, as I said before, that you respect the Terms and Conditions of Google, Yahoo and Bing, but not to go crazy. You have to think that is what suits you. Do you want your content to be read by many people? I went out to promote it. Do you want to write 10 times your keyword in your 500 word article? If it makes sense, do it. As the search engines do not have rules so strict to penalize you, You do not have to be so strict either. Use your common sense. If you think what you’re doing is fine, then give it a go. The worst thing that could happen to you is that when you log in to your Google Webmaster Tools account you are told, “ you’re going live, for what you’re doing because you’re disinherited.” There, of course, you will know that you have to stop. And how are you going to achieve that? Being flexible. Logically, you will know that you have to stop. And how are you going to achieve that? Being flexible. Logically, you will know that you have to stop. And how are you going to achieve that? Being flexible.
Being persistent (resistance to failure)
Positioning in search engines is not an easy task. It takes time and a lot of effort. Something very common in beginners is that when they do not see results in a short period of time (less than 3 months), they leave everything to:
- Do not work on that page anymore, or worse yet;
- Use “pirate” strategies that are looking for quick results.
Be that as it may, it is not okay to stop struggling, or doing things that in the long run hurt you. The problem is this: your customers want results. And they want them as soon as possible, if possible. If you want to charge them, you have to show them that what you are doing brings results. It’s a question of ROI, did you see? Well, the expectations of the customers is a whole topic that deserves another whole post. However, you have to be clear with them: positioning takes time. Like it or not, that’s how things are. If your page is already considered “authoritative”, great. It may not be difficult for you to position it in a long time. But if it is new, or if they come from a great penalty, we will have to wait. And for that, it is necessary to be persistent. Maybe, This is the only factor in which experience takes relevance. In the end, one becomes immune to failure over time, after suffering many ups and downs. So yes, in this aspect the experience is important. Do not you see? I’m not crazy either.
To be updated
In my opinion, what really matters in an SEO specialist is to be up to date. Being aware of changes in algorithms, knowing that it brings results, knowing that it can cause the search engines to penalize you, all that matters. And all that you learn by being curious, knowing how to experiment and being flexible, while being respectful of the rules of the game, thanks to your persistence and your resistance to failure. Be an expert or not, never stop learning. Because the day you stop doing it, you lose as much you, as your customers. And nobody wants that to happen.
Surely at this point it was clear to you that experience is not the only thing that matters. If you are an SEO specialist, stop lying and start learning. Do not fall asleep on your laurels, because no search engine cares about how long you work as SEO. The only thing that matters is that you play under their rules, and that you provide true value to your customers. If you are not an SEO specialist, you know you should look into one. If this brags about your experience, great. But do not just go with that. Find out what strategies and methods you use to position yourself today, and then ask any other specialist if you think these strategies are useful. Also, look what you do does not sound too weird or complex.