Search Engine Optimisation- An Art Or A Science?
Search engine optimisation seems simple enough to the untrained eye, make a website, write some content for it, see if you can get some links and voila google love it, your patients love it and you start treating all of the tech savvy patients who have found your practice online.
To an extent this is true, however there’s certainly a lot more scientific experimentation and study needed to fully develop a successful seo strategy.
By definition, “Science” is:
- a branch of knowledge or study dealing with a body of facts or truths systematically arranged and showing the operation of general laws: the mathematical sciences.
- systematic knowledge of the physical or material world gained through observation and experimentation.
- any of the branches of natural or physical science.
- systematized knowledge in general.
- knowledge, as of facts or principles; knowledge gained by systematic study.
Furthermore, each website needs to be treated as an individual, what works for one may not work for another etc. Search engine optimisers thus have to learn from experience and experiment with each site until they get it right. This is because much of the information out in the world wide web regarding search engine optimisation is completely irrelevant and may not help reach your sites objectives.
This therefore means that seo isn’t as much a science, which is based upon fact, it is based on experimentation. This leads us to believe that is seo merely a series of hypotheses.
- A supposition or proposed explanation made on the basis of limited evidence as a starting point for further investigation.
- A proposition made as a basis for reasoning, without any assumption of its truth.
So what about those that say seo is more of an art?
Art is:
the conscious use of skill and creative imagination especially in the production of aesthetic objects
SEO can also be described as a creative exercise, this is because we are able to rework the design of a page, add blog posts, add images and videos in order to gain relevance to the site- which google loves by the way- in order to appear higher in rankings.
So how do we create the perfect seo strategy? Through sharing our scientific experiments, hypotheses and artistic creativity. This is easy to do in an organisation such as dental design as not only do we have three search engine optimisers to bounce ideas off, we also have a fantastic design team to help our aesthetic ideas become a reality. As a result your dental practice reaps the rewards through higher google rankings and more patient enquiries.
Thanks to Search Engine Watch for the inspiration for this post
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