Nobody can claim to be a master of SEO without accepting that there will always be lessons along the way; as such, it is important to examine the paths people have already walked and learn from others’ mistakes. Although the digital landscape is constantly evolving, there will always be things that are universal as lessons.

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Work with Google, not against it

Repeat after us – you cannot outsmart Google. If you want to ‘beat’ Google, you can be sure that your efforts will be fruitless. Google has been pretty effective at calling time on ‘black hat’ SEO tactics over the years, and it is almost guaranteed that employing these tactics will be detrimental in the long run.

Instead, professional SEO services have learned to work with Google’s algorithms to create relevant content that helps audiences. Ultimately Google wants to enhance the search experience for it users, making understanding this the first step to a successful SEO strategy.

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One size does not fit all

When offering SEO services, experts such as will develop a unique strategy for each client. There is a very simple reason for this – every business has its own unique digital footprint and there will be differences in how people search it. While there are some ground-level methods that apply across the board, such as keyword research and competitor analysis, SEO strategy will not be a ‘one-size-fits-all’ solution.

Be prepared to change the way you talk about SEO

From an outsider’s perspective, the language of SEO is a strange unknown entity; for example, practitioners speak of metadata, robots.txt files and page speeds. It is wise to have an understanding of these terms for everyday interaction with colleagues, but it is just as important to translate SEO language so that it makes sense to a client.

There is every chance that you will be working with someone who has never heard of the terms you are using in house, which can be incredibly daunting. It is one thing to understand how meta descriptions benefit a website, but you also need to be able to explain this to someone with no SEO experience or training.

The great thing about SEO is that it never goes stale. It is always changing, which makes it one of the most exciting aspects of digital marketing.