When I first got into SEO, it was some black magic that most people not only didn’t understand, but didn’t see the value in. Most small business owners had large Yellow Pages budgets, and for many, a website – nevermind SEO – wasn’t on the radar.
Of course, things have changed, and small business has adopted digital as the ad platform of choice.
Still, the understanding of SEO – or lack of it – didn’t change. What really changed is the column on the ledger where budgets go; Yellow Pages lost out to PPC, website development, and SEO. But with respect to SEO itself, most people don’t “get it”.
I get that.
Good news: SEO isn’t a black magic anymore. In fact, proper SEO is a transparent process that works in harmony with your larger business goals.
SEO in 2017 is very different than SEO in 2014 (itself an evolution of how SEO was done compared to years before it), and so on.
One big change? Rankings.
Or, specifically, how they don’t matter much anymore to your local small business.