My HR Website Project Story

Becoming a slave to SEO is so easy.

Google usually tweaks its algorithm as it displays search results several times a year. Those are kind of the big changes. Otherwise, of course, they change little things every day. And you need to remember that you are on your own, while Google has thousands of people focusing on one thing - how to provide relevant results to your query. It’s just a force that can’t be overwhelmed.

Google is also the only one with truly accurate data in this game. It’s not you, you only have a tiny slice for yourself. And that’s really the bare minimum that makes no difference. Even the big SEO analytics providers don’t have it. They too only have tiny pieces that they try to piece together in various ways. Google is simply the only one that knows exactly what people are searching for, how they’re searching for it, and what links they’re clicking on.

The modus operandi of SEO is constantly changing. Practices that work great today probably won’t work so great after the next algorithm adjustment. And investing in constant change is a road to hell. It’s paved with good intentions, but no one has the strength, energy, time or money to follow every change.

Google has made it partly easier. It has published clear rules on what a site that is liked and included in search results should look like. The rules are not complicated and are precisely structured:

  1. Know what the website is about
  2. I know who the website is for
  3. I know what the website is about
  4. I know what a proper website structure should look like
  5. I do it in a clear and understandable way
  6. I think about everyone coming from desktop, tablet and mobile
  7. I know how to make a page that loads at lightning speed

Surprising, isn’t it? It’s the same as writing a study book for students. Just follow simple rules, don’t surprise your visitors with terms they don’t know yet and help them develop the story gradually. And the main thing at the end, there’s no SEO involved.

And then there are a few technical details about what data a page should contain to be considered readable by Google. It starts with font size, a clear page description, a logical URL, and a basic recommendation about text length. It’s not always true that long text is better than short text. Often, then, the information on the page is just repeated several times to stretch it all out.

Also, there is nothing about keywords. In fact, Google can handle that on its own. It puts the page in the right context and can distinguish for itself which keywords the page should pop up in search results.

So there’s no point in investing in constant changes and trying to tweak every page on the site. We lose the desire to add a small piece of new unique content every day. We’ll just focus on constant tweaking instead of focusing on the overall impression. Eventually, we’ll get lost in the shuffle.

What do I personally do? I don’t tune the page to individual keywords. I always try to improve the whole context. And that’s where my tool helps me a lot, where I can see how a given page, keywords and how the pages around it are behaving.

And then there’s the Pareto rule. A small number of pages bring in the most visitors. But there’s an important BUT. For these pages to work, they need their neighbors too, because they create that overall context.

Paying attention to the overall impression gets results. Otherwise, we get off track.

#motivation #SEO