People sometimes think of SEO as a sort of automatic ticket to the top of the page rankings. Instant wealth, power, and enhanced social desirability are just one optimization away– or so some unscrupulous SEO operators would have you believe. The truth, as always, is more nuanced and complex than the pitch delivered by salesmen in any discipline. BUY NOW!!! is not the automatic road to success for anyone except the guy who books the order and his boss.
At Oakland SEO, they know that search engine optimization is a way in which you can confer a comparative advantage on your web pages. What this means is that careful, professional optimization techniques can enhance the ranking of your content throughout the service life of that content, yet the ultimate arbiter of success rests with whether or not that content is deemed of value to those who view it.
Because of their professional training and extensive experience, they can essentially get you into the game by reworking your content to rate highly with the various search engines. This often leads to a very significant elevation in the initial page ranking of the content. As we mentioned above, this results in a comparative advantage that your content will enjoy over its non-optimized rivals. Think of it as hitching the payload of your content onto a large rocket booster that will help it get into orbit.
Once your content has achieved that orbit, however, it has to fulfill its part of the bargain as well. SEO can elevate both great and worthless content above its non-optimized rankings. This brings it to the attention of more people than would otherwise see it. Once they do see it, however, the value of the content will determine whether or not it can stay in orbit or even go higher than the initial boost provided by professional SEO.
Poor content will generate fast exit rates, meaning that people only stay online long enough to figure out that it does not meet their intended needs and rapidly go somewhere else in search of what genuinely fulfills their intended search criteria. This content quickly plummets back down to earth, no matter how much additional SEO effort is extended to support it.
Great content, however, will catch and hold eyes for long periods of time. This will provide a sort of second stage booster to the content’s orbital pathway and provide the content producer with the opportunity to not just rack up page views for that content but to provide links to guide the viewer towards other related content as well.
In this regard, SEO does not have to start with great content, but it will most certainly end with it. Produce great content and ONLY THEN should you entrust it into the hands of an SEO professional.