The SEO industry is in a constant state of flux depending on Google's algorithms, but that doesn't mean that you need to revamp your entire strategy every time a new update rolls out. Instead, use the following five strategies to implement a simplified SEO program that'll stand the test of time -- no matter what changes the search engines make.
Focus less on keyword research. "Old school" SEO put a heavy emphasis on keyword research, requiring that webmasters spend hours measuring anticipated search volume against the relative competitiveness of each query. Not only does this take an excessively long amount of time, it's becoming a far less viable approach as Google restricts the amount of keyword data made available to SEO workers.
Instead of wasting time chasing data that isn't readily available (or accurate, when it can be found), simplify your research process by brainstorming a list of the keywords you believe your customers are most likely to search for and building content around these phrases. Check your stats after a month or so and then either add more content for phrases that are performing well or refocus your efforts on a new set of potential search queries.
Use SEO tools effectively. Even if fields such as page or post meta descriptions don't have the SEO impact they used to, it's still worth including them from a usability standpoint. If you write an extra-compelling meta description that displays in your search results listing and causes a user to click through to your site (versus your competitor's), that's a win for your site in terms of both overall performance and SEO.
Instead of coding these fields by hand, look for SEO tools that'll simplify the process for you. Wordpress extensions such as Yoast SEO (free) or All-in-One SEO (free) make managing blog SEO a snap, while programs such as QuickSprout Tools (free; paid versions available) or Moz SEO ($99+ a month) help you to tackle other SEO processes from a single, centralized location.
Invest in viral content pieces. Backlinking is a continual challenge for the SEO world. While it's important to obtain backlinks from well-regarded websites, it's best to do so in a natural fashion. But even if you do pursue links as part of an SEO campaign, you'll find that the backlinks that will do the most for your site's performance are also the hardest to get!
All of these challenges go away if you redirect your efforts towards producing viral-style content pieces, rather than proactively seeking link sources. As an example, one well-produced infographic could go on to earn you hundreds of backlinks from great sources -- with no extra effort on your part beyond the initial creation of the graphic and any early seeding of your content that you decide to do. While it's true that you won't "go viral" on every content piece you create, just a few wins using this strategy can do more for your site's external SEO than weeks or months spent trolling for backlinks.
Use responsive website design. When you use responsive website design on your site, both your desktop and mobile site versions come from the same URL -- only their relative displays are altered. Contrast this with hosting two separate sites for desktop versus mobile visitors. If you have two separate websites entirely, you've got to run two separate sets of SEO campaigns. Using a single site that displays differently depending on the platform can cut your SEO time in half!
Outsource repetitive monitoring tasks. Finally, consider outsourcing some of the repetitive monitoring tasks that are a part of any good SEO campaign. For example, a few of the tasks you could pass on to others include:
Checking your monthly search engine results page rankings (if you don't already have a tool that does this for you)
Conducting competitive research on the keywords and keyword phrases your competitors appear to be targeting
Making sure all the content on your site is accessible to the search engine spiders
Adding new page links to your website directory (if they aren't added automatically)
Monitoring SEO news sites for algorithm changes that could require your attention or substantially change your strategy
When outsourcing tasks, you can work with either SEO agencies or individuals who are knowledgeable about these tasks. Be sure to do your research and understand the relative pros and cons of each option before bringing on a person or a team to assist with your SEO. Instead of simplifying things, failing to do the proper due diligence could actually make your SEO strategy more complicated than ever!
Have you implemented any of these strategies? Or are there other things you've done to simplify your SEO strategy? Share your thoughts in the comments section below!
The author is an Entrepreneur contributor. The opinions expressed are those of the writer.