At Evans Group Marketing, we are the proven choice for small business to meet their goals… growth! We bring SEO (search engine optimization) technology used by top tier business worldwide, and we apply it consistently to our small business and non-profit clients. Your growth goals are our first priority at Evans Group Marketing, and we’ll be with you every step of the way. SEO is one of the critical key steps used in the total process to fuel your SEM efforts.

What is sustainable SEO?

Ranking in search engines usually doesn’t happen overnight. It’s hard work. So, if you do succeed in ranking high in Google, you want to keep ranking high in Google. A good SEO strategy takes time and effort and is always focused on long-term results. In order to have a sustainable SEO strategy, you need to comply with Google’s mission. Google’s mission is to organize the world’s information and make it universally accessible and useful to their customers. Google wants to give people the information they find accessible and useful. That means that you need to make sure that your website provides just that.

No games and no tricks

In the old days, SEO was all about tricks. You could write a text and mention your keyword in every other sentence (Remember AltaVista?). That keyword “spamming” would help with your page ranking but didn’t last, and pure junk to the surfer trying to find something even close to what they were looking for! Another common trick was writing white text on a white background, that it might “fool” the search engines. For a time, it did. However, Google has gotten amazingly smart in understanding texts and the tricks out there. The algorithm currently in use is Google is trying to mimic a human being on a cell phone. Google tries to read texts like human beings, smaller screen and all. Even in the main body of your page, it’is not a good idea to stuff your writing with keywords, because texts like that are awful to read. Content that doesn’t shift to accommodate a smaller screen? Imagine yourself reading an article about local plumbing repair where almost every line has the phrase “local plumbing repair” in it, most likely you will get annoyed and stop reading… so does Googlebot. The many different updates of Google – Panda, Hummingbird, BERT – have all shown us that Google ranks text that is easy to read higher than those that are difficult. Google wants to serve its users with accessible, relevant, and useful information.

SEO should not be a game. SEO should not be about tricks. SEO requires efforts to succeed. Writing high-quality content, providing a good user experience (UX), and building a beautiful and accessible website is a lot of work. Shortcuts often lead to suboptimal results, and you have to do it right. Tricks are for kids, and games and tricks lead to a bad user experience… and significant penalties by Google.

It starts with proper page construction, what is actually on the page loading instructions that tells your web server how and when to render the page content to your visitors, and then how long it takes to make your page interactive for your visitor. Page construction includes page load time consideration, AND if your pages are mobile friendly.

Internet browsing by mobile devices (cell phone and tablet) has significantly shifted away from the traditional desktop computer model, and Google has shifted their indexing algorithms to follow this trend. Mobile friendly web pages now have a direct effect on page ranking. Google announced this shift in 2018, so no secret on Google’s end, and very well publicized on the internet.

Google indexing algorithms utilize a Googlebot that simulates a human with a mobile device… they know their customers. What that means in terms of SEO is that Google indexes your pages as a human on both a desktop device AND a mobile device, then combines the data with the user experience rating to determine where your pages actually display in their search results (SERP).

In order to really have a sustainable SEO strategy, you need to have a routine. You just need to make sure to regularly evaluate what you’re doing. At Evans Group Marketing, we have the tools to measure your progress, help with keyword optimization to tell what your potential customers are looking for, and definitely put it all together to help you grow in your specific market.

Nonetheless, you should never stop thinking and evaluating yourself, as sustainable SEO has to do with carefully thinking about what content would benefit your user most. If you keep your audience in mind, you’ll always be on the right track. Using all of the tools available to you will keep you on the right track and focused on the most important things for you… the growth of your small business. Keep focused on your potential customer and create a great user experience — it’s a strategy that works and is sustainable.