Search engine optimization is not an exact science. It is not easy for organizations to specialize in SEO. Given the core competencies an enterprise has to focus upon, it gets difficult to invest a significant amount of time and effort to understand the intricacies of Google algorithms, which keep changing and scaling up in accuracy related to content and quality.
Although it is very true that experts and consultants can be hired to help with SEO, it is equally important for organizations to understand the art and science of SEO. SEO is a unique practice and just like any other branch of science, it involves facts that are systematically arranged and involves experimentation. The experts handling SEO continuously experiment with varied ideas and systematic knowledge for better search listings.
It is irrational to assume that every website and SEO project will follow the same strategy. Google does not provide unique guidelines for every website category. Every website is unique and so is every SEO project. It involves a certain degree of experimentation in relation to evaluation and testing to understand what works best for a project.
SEO is not an exact science. It not only involves scientific competencies and systematic processing of information, but also creative guidance too. These creative thoughts blend with scientific skills to improve experiments. The creative aspect of SEO involves the artistic strategy to chart new ways in which link building, content generation, social media, and the design element can improve and become more targeted towards a common purpose.
Creativity in SEO also incorporates improving and adding freshness to the website design for enhancing factors associated with usability and accessibility, while maintaining consistency, related to brand image and brand personality. The basic focus of creative SEO is to constantly improve the visual and intuitive elements that keep the marketing communication constant. Even SEO masters face challenges. They are to create new/improved keywords and test the various techniques of content generation. They need to do this while producing informative, good quality, yet website-focused content.
The creative aspect devises new ways. The scientific tools experiment with algorithms for desired listings and enhanced audience engagement.(1)
Trying and testing various creative strategies defines the scientific nature of an SEO activity. Deciding if the keyword rich content should be a video, an infographic, press release, blog post, or an article requires creative thinking.
The Perfect Blend
The dual nature of SEO can be well understood by SEO experts who are familiar with the techniques used to analyze websites. Choosing the perfect keyword is as important as optimizing the website on that keyword. Businesses who aim to manage the dual aspect individually may take longer than the expected time. Properly analyzing the website and falsifying effective strategies to get to the top listing in Google can be done by professional experts in a better way.
SEO is taking new leaps everyday with various elements that contribute to SEO. A strategy needs to be developed that involves various scientific disciplines along with artistic endeavors for maximum benefit. Such a dual nature of strategy can be developed by professional experts. SEO experts work in cohesion with the content and internet marketing team. They provide the user focused content. This is closely integrated with SEO activity; advertising, social media marketing, design and development. This ensures that the entire potential of SEO can be harnessed. (2)
An SEO professional who believes that SEO is both an art and science should be hired by any business. SEO is a science because it functions according to mathematical laws, which are statistically proven, reliable, and predictive of user behavior. SEO is an art because the very mathematical models do not establish and design business objectives. Art narrates convincing stories and creates aesthetic design and quality content to the target audience. The models do not explain the user’s intention or motivation for buying the product or service displayed on the website.(3)
(2)Hein, Rich. „Why Your Company Should Hire a Dedicated SEO Specialist.“ 16 August 2012. CIO website. 26 March 2015
(1)Jackson, Mark. „SEO is Both Science and Art.“ 05 December 2011. Search Engine Watch. 26 March 2015
(3)Petersen, Rob. „11 reasons SEO is a science; 14 reasons it’s an art.“ 27 January 2014. Biznology Website. 26 March 2015