“SEO”. I think it's a word I've heard somewhere before.
People who create websites and write articles are familiar, aren't they?
SEO indicates measures to display the company's site higher on search engines, and various effective measures are called SEO measures.
This time, I will tell you the reasons why it is said that such SEO measures are meaningless and the points for making them meaningful SEO measures.
First of all, SEO means search engine optimization, and it indicates measures to display sites, articles, etc. at a higher level on search engines such as Google and Yahoo.
SEO measures include not only the production of high-quality content required by users, but also optimization of technical parts such as code and structure.
The purpose of taking SEO measures is to make it easier for users to find their own sites and articles, in other words, to increase the number of accesses.
If it is displayed on the first page of search results, or even the top 3, on search engines such as Google and Yahoo, the number of accesses increases.
However, even with SEO measures, Google's search algorithm changes year by year, so it is difficult to be evaluated without creating originality or the latest content.
Understanding what kind of information users are looking for and what search terms they use to search for a site is an important point of SEO measures.
Reference article:https://developers.google.com/search/docs/fundamentals/seo-starter-guide
Reference article:https://www.japan-feux-france.com/column/about-seo
Since there are countless sites and articles on the web, there are probably people who think that SEO measures don't make much sense in the internet age.
However, if you have the right strategy and continuation, SEO measures will be meaningful.
Here we will summarize some of the reasons why it is said that SEO measures are meaningless.
Since SEO measures produce results based on strategies over a long period of time, the results of short-term initiatives are not often visible.
Basically, it takes about half a year from the time the site is launched and SEO measures are started.
This is because in order to accurately evaluate a site as reliable and authoritative, a certain amount of information and data is required.
The reason why it is said that SEO measures are meaningless has the characteristic that the effects do not appear immediately.
Google's search algorithm is updated regularly, and the results of SEO measures also fluctuate depending on the algorithm.
Standards for algorithms change year by year in order to deliver more appropriate information to users.
Therefore, sites and articles that were displayed at the top may also drop in search display rankings due to changes in the algorithm.
Recently, experience points have become important, and there is a trend where evaluations of reliability and expertise are increasing.
Although it is said that SEO measures are meaningless, many companies are working on them.
Therefore, it is very difficult to raise the display ranking, especially in fields where there is a lot of competition.
If it is a niche field, it is easy to differentiate, but in a field where competitive disputes are intense, in addition to reliability and expertise, it is necessary to be superior to other content due to unique content.
In recent years, due to the spread of generative AI such as ChatGPT, the composition “every search = Google search” is changing.
Instead of entering keywords into search engines, users are increasingly asking questions directly to AI and getting answers that summarize the main points. As a result, there is a phenomenon where the click-through rate of search results targeted by conventional SEO measures drops drastically.
Nonetheless, search engines have not completely disappeared, and many users still use Google as a means to obtain highly reliable information, and the value as a reference destination for data remains the same.
Even in the AI era, building a “site that is strong in search” is still effective in gaining continuous access. SEO should be viewed as something that “evolves” rather than something that “ends.”
Google's algorithm is evolving year by year, and the trend is getting stronger year by year where “whether or not users are actually satisfied” is emphasized over pages that simply include keywords or content that solidifies the outside with links.
For example, the entire user experience (UX) has become central to the evaluation axis, such as display speed, mobile compatibility, easy-to-read configuration, and provision of unique information.
Therefore, no matter how technically SEO is optimized, if the content of the page is difficult to read or the expected information cannot be found, it is becoming difficult to rise in search rankings.
One reason is that people feel that “SEO is no longer meaningful” in response to the current trend where “human satisfaction” is more important than technical tricks.
Google's search engine places emphasis on “semantic search (semantic-based search),” which understands context and meaning, rather than word matching like it used to be.
Therefore, it has become difficult to display the top positions on pages that simply cover keywords, and there is a strong tendency for content that accurately captures search intentions to be evaluated.
Therefore, it has become difficult to produce results with conventional “SEO techniques” alone, and the number of people who feel that “SEO is no longer meaningful” is increasing.
However, this also means that “really valuable information” has come to be selected as search accuracy has increased.
In other words, if high-quality content can be provided, it can be said that the possibility of obtaining results beyond technical skills is rather expanding.
In order to increase the reliability of search results, Google has come to place importance on “who is sending that information.”
As a result, there is a trend of preferential treatment for reliable sites across domains, such as government offices, universities, major companies, and authoritative media.
In this situation, no matter how good content an individual or small to medium site creates, there are times when it is difficult to eat into the top search positions, causing people to feel that “SEO is over.”
However, although reliability cannot be built overnight, it is possible to steadily build up domain value through continuous information dissemination, backlink acquisition, and support from users.
SEO measures from a long-term perspective are effective means that can lead to significant results even now.
In order to produce results with SEO, content utilizing original information, data, and specialized knowledge is now required.
As a result, it is impossible to beat the competition with articles that can be easily outsourced, and companies and creators may feel that “it is difficult to produce an effect commensurate with the cost of time and money.”
Also, since many processes are required, such as research, configuration, editing, and presentation of evidence to aim for higher search positions, it is thought that “barriers to entry are higher” than before.
Content created with a solid investment is highly appreciated and is a long-term asset. It is not that costs are expensive = meaningless; rather, it should be viewed as a change in a structure where “you are rewarded only for what you do.”
After implementing SEO measures, let's also check common cases where there is no effect or where people give up without results.
One common misunderstanding among people who have just started SEO measures is the expectation that “search rankings will rise in a few weeks, and access will grow immediately.”
But in reality, it takes time for Google to evaluate your site or content. Especially in the case of new domains, indexing is delayed, and the reliability of the domain itself is low, so it is not uncommon for results to take months to six months or more.
That's why it's a waste to judge SEO as “meaningless” on the grounds that results don't come out in a short period of time.
SEO is a marketing method that builds up results over the medium to long term, and steady improvement and continuation is the key to success. The attitude of working steadily without being impatient appeared later as a big difference.
There are also common cases where articles are mass-produced without thinking deeply about keyword selection or structure, thinking “anyway, if we increase the number of articles, the search rankings will increase.”
However, in current SEO, simply increasing the number of contents is not effective, and there is even a risk that low-quality articles will lower the overall evaluation of the site. Since Google evaluates content that accurately satisfies the user's search intent, it does not apply to articles with poor content or repetition of similar information.
Above all, what is important is the viewpoint of “whether the content is really useful to users.” By increasing the degree of perfection of each article and being aware of the theme selection and structure that matches the search intention, it is possible to steadily produce results even with a small number of articles.
Quantity is important, but by focusing on quality, you should be able to clearly feel the value of SEO.
SEO is a measure that produces results by “accumulating improvements.” Nevertheless, it is impossible to determine what was good and what was bad if you leave the article published and do not check for changes in rankings or the presence or absence of inflows.
If you continue to be unable to see results, your motivation will drop, and eventually it's easy to misunderstand that “SEO is meaningless.”
In reality, by regularly analyzing changes in search rankings, click rates, time spent, etc., many hints for improvement can be found, and the trend also differs depending on each search query.
It is possible to revise your strategy by knowing where your company's content is positioned in the target keywords and what the differences are from the competition. If you don't look at the numbers, you won't get results. Facing data is the first step leading to successful SEO.
In order to achieve results with SEO, a “reason to be chosen by search users” is necessary. However, if you create an article with similar content and structure to a competitor site that has already been displayed at the top, it will be treated as “information that does not look good” for both Google and users, and it will be difficult to break into the top positions.
It is effective to incorporate unique elements such as unique perspectives, specific experiences, survey data, and illustrations for differentiation.
Instead of simply compiling information, it clearly shows “why this page is worth reading,” making it content chosen by both users and search engines. Ingenuity in order not to be buried in other articles holds the key to SEO.
There are many cases where people think “SEO should be left to experts” and throw it all at cheap writers. However, in order to aim for higher search positions, simply satisfying the number of characters is insufficient, and understanding of search intent, expertise, sentence structure, and consideration for user psychology are required.
It is a case where low-quality articles are mass-produced as a result of outsourcing while instructions for selecting traders and writers are vague, leading to disappointment when it does not lead to results and SEO is meaningless.
Utilizing outsourcing itself is not a bad choice, but rather than choosing appropriately, it is necessary to clearly communicate the company's policies and objectives, and firmly manage the structure plan and keyword strategy.
In order to produce high quality articles, the involvement of the ordering side is also essential. Outsourcing is just a means, and awareness that it is up to you to draw a strategy is the dividing line for SEO success.
SEO is originally a mechanism for users, but it can also cause that user to think it's annoying just to aim for a higher rank.
It is important to include keywords appropriately as a basis for SEO measures, but excessive use is counterproductive.
For example, sentences where the same keywords are unnaturally repeated are extremely difficult for readers to read and give a mechanical impression. It is not uncommon for excessive keyword insertion to be one of the reasons why people feel that “this page is somewhat difficult to read.”
Google's algorithm is already strict against such “keyword spam,” and emphasis is placed on natural sentences and being easy for readers to read.
In other words, instead of incorporating keywords for SEO, the essence is to “use them in a context that is meaningful to readers,” and this is a point that will continue to be evaluated in the future.
In the past, there was an increase in ultra-long content that exceeded 10,000 characters per article due to the idea that “the longer you stay on a page, the more it is evaluated.” However, as a result, there are many cases where users cannot quickly arrive at the conclusion they want to know, and reading becomes a hassle and they leave.
Of course, it is unavoidable for an article to become long after including necessary information, but a lot of information does not necessarily mean that it is kind, and there is a risk that it will give a rather redundant impression.
Recently, however, Google has come to place a higher evaluation on “users being able to solve problems,” and provision of simple and accurate information is required depending on search queries.
Even if it is a long sentence, it would be valuable if the structure is meaningful, but content that has been stretched uselessly is regarded as “excessive production” for SEO, and there is a tendency for users to dislike it.
If most of the articles displayed at the top of search results are only introduction articles “with affiliate projects,” users gradually become sensitive to that trend. If you feel “is it an advertisement again” or “after all, only advertising projects are recommended,” the reliability and level of satisfaction with the article itself will drop drastically.
Of course, it's not that affiliates are bad, but if the products and services introduced don't really solve user issues, they will damage the trust of the content.
In future SEO, “provision of honest information,” “reviews based on experience,” and “grounds for comparison and selection” will be more required. Structuring from a reader-first perspective rather than having a project will eventually be a shortcut to success in SEO.
SEO is a major weapon when you want to obtain results, but it is also true that there are cases where it is better not to prioritize SEO depending on some genres.
SEO isn't a top priority for every genre.
In particular, highly trending information, entertainment, and content with an emphasis on visuals are excellent compatibility with SNS and videos. For example, there is a trend where there are overwhelmingly more users searching for “how to do makeup,” “dance choreography,” and “travel vlogs,” etc. through Instagram, TikTok, and YouTube rather than search.
In such genres, rather than putting effort into SEO, there is a high possibility that increasing diffusion power on SNS or making visual appeal using videos will lead to results in a short period of time.
There is no need to completely ignore SEO, but in order to efficiently use limited resources, it is important to prioritize according to “where users are looking for information now.”
SEO is originally a measure to obtain the effect of attracting customers over the medium to long term. Publishing content doesn't necessarily have an immediate effect, and it takes a certain amount of time for it to be evaluated by Google and reflected in search results.
Therefore, if there are short-term goals such as “I want to increase sales within 1 month” or “I want to double access by the end of this month,” it is inefficient to set SEO as the main policy.
In such cases, measures with immediate effect, such as SNS advertisements, listing advertisements, and email marketing, should be examined first.
SEO should be tackled from the viewpoint of “something to be nurtured,” and thinking separately from short-term measures is the key to success.
In the case of themes that are too niche, the number of searches (search volume) may be extremely low in the first place.
For example, there are many cases where access itself can hardly be expected, no matter how high the ranking is displayed, such as “maintenance methods for parts of a specific industrial machine” or “explanations about customs limited to a certain region.”
In such cases, even if time and effort is spent on SEO, there is little return, and it becomes an “unreasonable measure.”
Instead, there are cases where SNS transmission with a clear target, sharing information in specialized communities, and a direct approach through email or sales are more likely to lead to results.
Since it is not searched, it does not mean that it is meaningless, and a combination with other channels or transmission with higher accuracy is necessary.
Until now, it has been said many times that SEO has no meaning, but it has not changed and has had a big impact, and it is true that large companies are also working on SEO in earnest.
Here, let's also check why SEO will continue to be a powerful weapon.
It is true that search behavior has changed due to the spread of AI and SNS, but even so, the search behavior of “going searching for information with one's own will” has not disappeared.
Users who clearly have what they want to look up will still use search engines to try to get to the information they need. In particular, search is still overwhelmingly the mainstream method for comparing and examining products and services, obtaining specialized knowledge, and confirming highly reliable information.
In other words, SEO will continue to have meaning as long as it is searched. Since search users have strong intentions such as “I want to know right now” and “I want to buy right now,” SEO, which can approach such users, will continue to function as an effective marketing tool in the future.
Search engines, starting with Google, are evolving year by year, and now weight is placed not only on simple keywords and the number of backlinks, but also on algorithms that evaluate content, reliability, and user satisfaction, and it is not difficult to imagine that trend will continue to strengthen in the future.
In other words, we are preparing an environment where it is easier for high-quality content created for users to be more properly evaluated. It is not a trivial SEO, and we are getting closer to a system where “information with essential value” naturally comes to the top.
The evolution of search engines is rather a tailwind for those who sincerely disseminate information, and it can be said that it is the reason why SEO will continue to be a powerful weapon in the future.
Rather than being tackled alone, SEO demonstrates a significant synergistic effect by combining it with other marketing measures and business activities.
For example, by linking it to press releases, social media topics, real events, YouTube videos, etc., it is easier to obtain natural backlinks and citations (mentions on other sites and SNS), and evaluations from search engines also increase.
Also, as the brand value of the product/service itself increases, the number of times users voluntarily search also increases, and the inflow in SEO is also strengthened.
In this way, SEO is not “something that should be done separately,” and it is a foundation for producing greater results by linking with activities such as public relations, branding, SNS, and advertising.
One of the greatest strengths of SEO is that if you publish high-quality content and get a certain level of evaluation, you can get continuous access without spending advertising costs.
In particular, search users have a clear intention of “being in trouble with something” or “looking for answers,” and if they can meet those needs, they can acquire extremely high quality customers.
For example, when users with concerns or issues, such as “back pain stretches” or “how to file a tax return,” a continuous influx can be expected if that content hits.
As a mechanism to naturally attract such “highly motivated users,” SEO will continue to be an extremely effective channel to attract customers in the future. Since the effect does not drop to zero at the same time as advertisement placement is stopped, it can also be a long-term asset.
SEO measures take time for results to come out, but I mentioned that if you continue with the right strategy, results will appear.
Here, I will explain the latest Google search algorithms that should be kept in mind in order to implement meaningful SEO measures.
In order to implement effective SEO measures, it is essential to understand Google's ever-changing search algorithm.
Google's algorithm indicates standards and rules for determining the display ranking of search results, and updates are carried out regularly.
How should we keep up with algorithms that fluctuate as user needs and the times change?
We recommend learning from official guidelines and materials provided by Google.
Above all, the “Google SEO Starter Guide” comprehensively contains information on basic SEO.
Since the principles of algorithms and specific SEO measures are also detailed, it is easy to use as reference materials.
Google's algorithm is regularly updated, so even if you master it once, it will fluctuate depending on the update.
Therefore, grasping the latest information on updates leads to meaningful SEO measures.
In particular, core updates are updates where the system is fundamentally overhauled, so don't miss it.
Be sure to check the update information announced through Google's official SNS and website.
In order to feel changes in Google's algorithm, testing and analyzing policies on your own site is an easy method to understand.
Specific keywords are set, and content with SEO measures applied is provided.
Then, use Google Search Console to perform regular analysis.
By testing the measures, you can feel what kind of measures are effective and how long it will take for the effects to come out.
The scale of algorithm updates varies depending on the content, so it's a good idea to experience firsthand how much impact they have on SEO measures.
I learned SEO measures through managing websites and writing articles for university students that post articles about job hunting, internships, study abroad, part-time jobs, etc.
I remember that even after taking various SEO measures on the site that had just been launched, there were no immediate results.
In particular, it is difficult to finish an article with content that is displayed at the top for search keywords where there are many competitors.
Therefore, I was aiming for niche keywords and writing actual experiences in detail.
After about six months to a year, the measures devised for higher display, such as keywords and codes, will begin to come to fruition, and the number of articles displayed on the first page of search results will increase.
Since results are not immediately visible, it is easy to say that SEO measures are meaningless, but by continuing the correct strategy and updating the strategy, it is a meaningful SEO countermeasure.
This time, I explained why it is said that SEO measures are meaningless and how to respond to Google's algorithm updates.
It is said that SEO measures are meaningless because they do not work right away and there is a lot of competition.
However, if Google's algorithm is suppressed and multiple measures are continued, effects can often be seen in about half a year, so it is a meaningful SEO measure.
