{"id":4602,"date":"2022-01-20T08:40:06","date_gmt":"2022-01-20T08:40:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/20\/experts-share-6-key-differences\/"},"modified":"2022-01-20T08:40:06","modified_gmt":"2022-01-20T08:40:06","slug":"experts-share-6-key-differences","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/20\/experts-share-6-key-differences\/","title":{"rendered":"Experts Share 6 Key Differences"},"content":{"rendered":"

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For years, I\u2018ve wanted to learn about SEO but it seemed so daunting and mysterious.<\/p>\n

Fast forward to today and I find myself here in the editorial team at SEJ, getting an early glimpse at column after column of great SEO insight and advice.<\/p>\n

Lucky me, right? (I think so!)<\/p>\n

I get to do what I love in editorial and it\u2019s a huge plus to interact with and learn from the work of such amazing people in action.<\/p>\n

You see, I\u2019m a firm believer in context and that having an overview helps with learning. That\u2019s why I took this opportunity to ask SEO pros about their perspectives on what differentiates good SEO from great SEO.<\/p>\n

From what I gathered, it\u2019s in these areas where good SEO and great SEO really stand apart.<\/p>\n

1. SEO Tactics & Strategic Areas of Focus<\/h2>\n

For some SEO experts, the difference between good SEO and great SEO is where effort and work are focused.<\/p>\n

Put simply, for Adam Proehl<\/a>, Partner & Co-Founder at NordicClick Interactive, good SEO means \u201cchecking all the boxes.\u201d<\/p>\n

Following Checklists, Best Practices & Proven Strategies For Good SEO<\/h3>\n

SEO professionals know the value of using proven tactics<\/a> and strategies \u2013 specifics that Tony Wright<\/a>, CEO at WrightIMC, reminds us include \u201cOn-page SEO done correctly, a content strategy, and a way to find links.\u201d<\/p>\n

These lead to \u201cincreased visibility, traffic, and conversions,\u201d shares Winston Burton<\/a>, <\/strong>SVP, SEO at Acronym.<\/strong><\/p>\n

Helen Pollitt<\/a> also adds that good SEO is \u201c\u2026making sure an entity can be found through search at the right time, by the right audience.\u201d<\/p>\n

As for Ryan Jones<\/a>, <\/strong>SEO Group Director at Razorfish, \u201cGood SEO uses tactics that currently work to rank.\u201d<\/p>\n

And like him, Motoko Hunt<\/a>, <\/strong>President, International Search Marketing at AJPR, touches on this, as well. She says that good SEO is \u201c\u2026improving ranking and results by following best practices.\u201d<\/p>\n

Natalie Hoben<\/a>, <\/strong>Digital Marketing Specialist at Forthea Interactive, further explains good SEO as \u201cDoing the standard. It\u2019s doing technical audits, keyword research<\/a>, content optimization, page speed improvement recommendations to ultimately improve a client\u2019s visibility and get them more business.\u201d<\/p>\n

It\u2019s \u201cimplementing strategies and tactics that you have successfully used for years,\u201d says Mindy Weinstein<\/a>, Founder & President at Market MindShift.<\/p>\n

Kevin Rowe<\/a>, Founder & CEO at PureLinq, rounds this all up but also shares a caveat. \u201cA good SEO program is one that is set up for success against the goals of the program. And you\u2019ll increase the likelihood of success if you include all of the key SEO areas (technical SEO, Content SEO, SEO Analytics, and Link Building),\u201d he says.<\/p>\n

\u201cBut don\u2019t blindly follow Google\u2019s search guidelines, but use them to help inform decisions then test, test, test,\u201d Rowe adds.<\/p>\n

Which Tactics & Areas of Focus Make for Great SEO?<\/h3>\n

In contrast, great SEO goes beyond the basics.<\/p>\n

Hunt says this: \u201cGreat SEO pros take actions based on the understanding of how the search engine bots and websites work, and not because those are the best practices. They can identify the cause and the effective solutions outside the checklist.\u201d<\/p>\n

Wright also shares that the focus of great SEO is \u201c\u2026creating linkable content and getting high-quality sites to link to that content while also providing stellar technical on-page solutions.\u201d<\/p>\n

Manick Bhan<\/a>, Founder and CTO at LinkGraph, says, \u201cWhat separates greatness here is nailing all four areas: authority, content, page experience<\/a>, and keyword\/industry-specific ranking factors. Specifically, it\u2019s addressing the key deficiencies that are holding a website back.\u201d<\/p>\n

He adds, \u201cIt\u2019s about identifying what few things will move the needle on rankings the most, and doing them with excellence.\u201d<\/p>\n

\u201cGreat SEO delivers qualified traffic that converts potential customers into buyers and meets or exceeds organic key performance indicators, in addition to continuing to drive business value\/ROI month over month and year over year,\u201d Burton adds.<\/p>\n

2. Taking Google & Algorithm Updates Into Consideration<\/h2>\n

We would be remiss not to mention how algorithm updates and constant changes in the industry affect what is good and great SEO.<\/p>\n

Viola Eva<\/a>, SEO Consultant and Founder at Flow SEO, shares that, \u201cA good SEO caters to the algorithm and finds the right keywords and links, thus increasing organic traffic.\u201d<\/p>\n

What Makes for Great SEO Here?<\/h3>\n

To better explain the contrast, Jones shares: \u201cGood SEO may get hit by core updates and algorithm changes but great SEO will only get better with each one because it was chasing what Google was trying to reward, not the actual algorithm inputs.\u201d<\/p>\n

Weinstein explains that great SEO is \u201c\u2026paying attention to the evolution of search, including changes in searcher\u2019s behavior and algorithm updates, then adjusting (and implementing) strategies and tactics that align.\u201d<\/p>\n

\u201cGood SEO solves mechanical problems that arise after every algorithm change<\/a>, while great SEO is a cross-department mission to create great experiences that inspire trust and earn long-term revenue,\u201d says Navah Hopkins<\/a>.<\/p>\n

3. Becoming Holistic Problem-Solvers<\/h2>\n

Hopkins also points out that, \u201cFar too often, SEO (or any digital marketing discipline) gets stuck in the function and it\u2019s easy to forget that we need to be business problem solvers \u2013 not just techies.\u201d<\/p>\n

\u201cGood SEO addresses existing site and content issues,\u201d says Rachel Vandernick<\/a>, Founder & Lead Consultant at The Vander Group.<\/p>\n

It also \u201c\u2026focuses on doing a few things well,\u201d adds Maddy Osman<\/a>, SEO Content Strategist at The Blogsmith.<\/p>\n

What Is Great SEO, In Terms of Problem Solving?<\/h3>\n

Proehl points out that great SEO \u201cinspires a shift in the mindset of an organization.\u201d<\/p>\n

\u201cIt involves considering every aspect holistically\u2026 having complete oversight on every interrelated aspect of content, backlinks, technical SEO, and performance and requires measuring and analyzing results to adapt strategy accordingly,\u201d Osman shares.<\/p>\n

Hoben adds that \u201cGreat SEO goes out of the technical nitty-gritty, in an effort to fundamentally understand a business as a whole from top to bottom and their holistic marketing strategy<\/a>. It\u2019s the drive to truly understand how search engine optimization can fit into the big picture for a brand, and how it can also work with other channels.\u201c<\/p>\n

Lily Ray<\/a>, Sr. Director of SEO & Head of Organic Research at Amsive Digital, also points out that, \u201cGreat SEO involves identifying and understanding all the available opportunities to improve a site and being able to strategically prioritize those tasks, plus assisting with the implementation and execution of them.\u201d<\/p>\n

Great SEO is demonstrated by \u201c\u2026those that over-deliver and also future proof the campaign to ensure the work being done stands up to the test of time. That means the strategy and efforts should always provide a positive benefit now and in the future,\u201d says David Harry<\/a>, Lead SEO Consultant at Verve Developments.<\/p>\n

It also \u201cfuture-proofs a site because it doesn\u2019t rely on only tactical leverage, but strategic prioritization of user experience through the lens of search,\u201d adds Vandernick.<\/p>\n

4. Staying On Point With Reporting & Utilizing Tools<\/h2>\n

SEO experts know the value of knowing and utilizing tools to analyze data. They also know how important it is to communicate and report what matters.<\/p>\n

Ray shares that, \u201cGood SEO involves using widely available SEO tools<\/a> to surface opportunities and insights without much prioritization or specific advice about what to optimize and how.\u201d<\/p>\n

Jamie Indigo<\/a>, Technical SEO Consultant at Not a Robot, also adds that, \u201cGood SEO is knowing how to read reports and use diagnostic tools.\u201d<\/p>\n

What Sets Good SEO and Great SEO Apart<\/h3>\n

Indigo goes on to share that \u201cGreat SEO is knowing which reports to read, how the underlying themes interconnect observable changes, and which tools to use. The difference is that great SEO can interpret the observable output as it relates to changes in the (typically unobservable) internal systems.\u201d<\/p>\n

Brock Murray<\/a>, Co-Founder at seoplus+, notes the difference between good SEO and great SEO boils down to this statement: \u201cImpact: Be sure to move the needle for your clients and this is what separates the best from the rest.\u201d<\/p>\n

Greg Jarboe<\/a>, President and co-founder at SEO-PR, adds that, \u201cThe difference between good SEO and great SEO is how you measure success<\/a>.\u201d<\/p>\n

5. Putting the User First<\/h2>\n

Another great point that these experts stress is that good SEO vs great SEO means understanding what matters most and making that your priority overall \u2013 and that is the user.<\/p>\n

Jones shares that, \u201cGood SEO is SEO that works for Google. Great SEO works for Google and users; it understands what users are trying to accomplish and then builds something that helps them accomplish it, using good SEO best practices.\u201d<\/p>\n

Tom McLoughlin<\/a>, Director at SEO Travel, also points out that good SEO means thinking about humans. \u201cStart with data, collect all the information you can and do thorough research, but then switch back to thinking about real people. SEO is just another form of marketing, so if you always keep this perspective in mind then you can elevate the quality of your SEO work to the next level,\u201d he says.<\/p>\n

What Makes It Great SEO?<\/h3>\n

For Adam Reimer<\/a>, President at Adam Riemer Marketing, \u201cGreat SEO is about providing an amazing user experience, understanding your audience, and catering to their needs.\u201d<\/p>\n

Osman shares that, \u201cGreat SEO always considers the final human end-user over search engine robots (finding a way to bridge the gap).\u201d<\/p>\n

Eva also adds that, \u201cA great SEO pro integrates the brand narrative, the needs and aspirations of the audience, and Google\u2019s preferences. They not only drive organic traffic but demand, MQLs, and revenue. They collaborate with other functions (mainly marketing and sales) to turn the vision of a company into reality.\u201d<\/p>\n

6. Learning, Training & Valuing Your Team<\/h2>\n

Good SEO professionals are able to identify their strengths and work in collaboration with others to accomplish objectives.<\/p>\n

Hopkins touches on how working towards a common goal and working as a team makes for good SEO. She shares, \u201cBy building solutions with that long-term mission in mind, as well as collaboration opportunities with other departments, the short-term fires will get solved in the process.\u201d<\/p>\n

What Differentiates the Good From the Great<\/h3>\n

Great SEO, on the other hand, happens when experts who excel at their respective areas collaborate towards a common goal.<\/p>\n

Pollitt says that great SEO supports other marketing efforts \u201cto contribute towards the success of a business and how SEO needs to work alongside these teams to make sure the business, as a whole, benefits, and not just the channel.\u201d<\/p>\n

Jason Hennessey<\/a>, Owner at Jason Hennessey Consulting, touches on another aspect of great SEO.<\/p>\n

\u201cThe difference between good SEO and great SEO comes down to education,\u201d he says. \u201cTake the time to educate and inform the client as to why they are making the suggested changes to help the client to value and appreciate the SEO work being done.\u201d<\/p>\n

Jeff Ferguson<\/a>, Partner at Amplitude Digital, also makes a great point that \u201cGreat SEO puts (marketing, website design, and public relations) back in the hands of the experts, armed with the knowledge that those roles now play an essential role in modern marketing strategy for a world where search engines are a critical touchpoint in the consumer journey.\u201d<\/p>\n

Brock Murray shares a great takeaway thought:<\/p>\n

\u201cGood SEO and a Great SEO can be summed up in:<\/p>\n