Although it’s been around for going on three decades now, digital marketing is still an area of marketing many people are still struggling to understand. Part of the question of “what is digital marketing?” comes from the fact that it wasn’t until recently that digital marketing became an actual field of study at universities and tech schools. Another reason though is that digital marketing, unlike traditional marketing, is much more intangible since it exists only in digital form.
Should I hire an SEO agency? It’s a question that as a digital strategist I hear often – and one that can definitely have multiple answers. But in general, the question of hiring someone to handle your search engine optimization really is a question of just how much do you want to really want to be good at digital marketing and how much do you want it to be a core competency.
Generally I think of SEO as something that should be done in-house, and as part of a company’s core competencies. Anyone who’s writing content or creating web pages should have a good understanding of all the standards and best practices for SEO and work to ingrain them as part of their content creation strategy.
Honestly there’s not a LOT to good SEO once you start thinking of things you create with those in mind. Things like what your title tags say, how you are using your <h> tags, keyword phrases and density etc. are all things that can become pretty much second nature if you start to make it a point to follow them.
My Thoughts: AMP (Accelerated Mobile Pages) continue to be a controversial topic, and this latest news sure doesn’t do anything to help their cause. But with Google supposedly putting more “weight” behind pages that load fast on mobile, particularly through AMP it starts being a question as to if you want Google to like your site a little more or not.
Granted, AMP is considerably faster (as of this posting I’m using it on this site) but I also fear the loss of control it brings. Now that Google will apparently be loading up its own cached pages regularly now instead of using direct links to publishers own sites I’m even more concerned. At what point does Google start “owning” the traffic to these pages and the actual content sites start losing ownership of their own work?
Add in the fact that some recent tests have shown that Google loading from their own cache may be slower than loading from the actual publisher site, and AMP loses even more of its value.
Are we about to see a reversal on adoption of the AMP format?
One of the biggest disadvantages for publishers in using AMP — the accelerated mobile pages format — is that Google will not show a publisher’s actual URL when displaying AMP pages. Google says this is so AMP pages load quickly. However, using a publisher’s URL might hardly slow a page down. In fact, using Google’s URL might actually cause AMP pages to load more slowly.