Search Engine Optimization

The nature of SEO is VUCA. VUCA(volatility, uncertainty, complexity, & ambiguity) is an acronym that is used to describe the nature of a challenging situation. - Volatile: unexpected algorithm updates & daily ranking fluctuations. - Uncertain : content in the most important ranking factor but the majority of other factors are unknown. - Complex: interdependent systems(content, optimization, tech) & tasks. - Ambiguous: 'effort vs impact' not straight forward. Because of this, do you think working in SEO has made your thinking more nuanced/ make better decisions?

I recently read this book called A​tomic Habits​. The author talks about how we should focus on ​Systems instead of Goals.​ He says a goal-focused mindset can cause a rollback effect once the goal is achieved.  For example,  Goal: Lose 10 kilos (most of us would go back to old patterns once we achieve the goal) System: Workout 4 times a week.  If you think about it, SEO & Content marketing is very similar. Let’s say you have a Goal to rank for a particular keyword in position number 1, you would:  - Analyze search intent  - Do keyword/ competitor research  - Plan topic clusters  - Write content  - Influence rankings by doing on-page / off-page changes  But SEO/ Content is a continuous process that doesn’t stop once you get to rank 1.  Hence we have to set up the right processes to build backlinks, set up interlinks, refreshing old content & writing new content.  The purpose of setting goals is to win the game....