Recently, digital marketers and bloggers have come to an impasse on the topic of technical SEO. While some believe it is a superficial practice, others argue it is complex and vital for any online brand. Regardless of where you stand, here’s a look at some key arguments surrounding the issue of technical SEO.
Technical SEO is Superficial
Clayburn Griffin is a blogger who has been criticized by other marketers for his views on technical SEO. He believes industry professionals assign too much value to SEO and that the practice itself is superficial, relating technical SEO to makeup. While SEO is necessary for search engines to be able to find and crawl your website, it is limited to several well-known and easy-to-do best practices. Using these practices alone will never yield big gains, such as increased traffic or revenue.
Additionally, most online brands are implementing SEO practices. Even if a user finds your website, they still have to like your brand more than your competitors’. Although SEO plays a part in organic ranking, to increase and retain long-term traffic, you need to have a strategy, great content and backlinks in place. If you’re only concerned with SEO, you could be hurting your bottom line.
Technical SEO is Vital
In response to Griffin’s posts, other bloggers and marketers have issued rebuttals arguing that technical SEO is not superficial but a vital part of establishing an online presence. Without SEO practices in place, search engines can’t find your website in the first place. This group believes a “once and done” approach to SEO is not realistic. As your site and business grow, you will need to make changes to your SEO.
Contrary to Griffin’s beliefs, these digital marketers, like Patrick Hathaway, say SEO leads to big wins and opens up opportunities. SEO isn’t just makeup—it’s an intensive analytical solution that requires a great problem solver.
SEO provides irrefutable data and highlights technical issues that may be negatively impacting your organic rankings. After implementing the necessary technical fixes, you improve your ranking, which in turn leads to more traffic. SEO specialist Patrick Stox knows the web is becoming more complex and technical every day. New problems are always being presented, and he said real technical SEOs don’t just know how to find solutions to these issues—they care about finding them and are able to implement the solutions themselves. Stox agrees with some points Griffin made about technical SEO being about following the basics; but he also said it goes far beyond that.
Technical SEO, which has adapted to these changes, is certainly not basic. Even though SEO may rely on several best practices, it’s not enough to check these items off a “to-do list” and move on.
So, what’re your thoughts on the matter? Are you Team Superficial Makeup or Team Vital?