Does SEO mean following the crowd?

When it comes to running a successful search engine optimisation (SEO) campaign, businesses which blindly follow other people's advice or rely on guess work to determine what will work best for their company risk losing out on revenue, it has been suggested.

In a guest post for SEO Book, community member Ari Ozick notes that in terms of marketing, it is more reliable to make key business decisions based on the data that has been compiled for the campaign, rather than going on advice given on independent blog posts, which may no longer be relevant.

He adds that this is because different sites will have varying focuses for providing a higher return on investment, with blogs likely to optimise for higher traffic, while e-commerce retailers would look to building on the existing client base.

"The only way to make a decision is by looking at data gathered and seeing if the data provides you with enough information to make an informed decision," Mr Ozick states.

In a recent article for Search Engine Watch, Liana Evans said it is important businesses build up a relationship with their customers, rather than the relationship being between the consumer and the person generating the content.

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