The Internet has evolved in many ways over the past few
years. As Google’s algorithm sophistication has increased, so have the tactics
used for SEO, probably for the best. Search engine optimization used to be
considered a unique knowledge of how to manipulate Google’s search rankings
with secret, sly tricks that only a select few possessed.
Since then, the SEO industry has evolved. It is now a
multifaceted online marketing discipline that no longer relies on these sneaky
tricks and instead focuses on the bigger goals, making it essential for every
Internet marketer to understand.
Google is more than
just a search engine
While Google is a search engine, and continues to serve that
function, it also has transcended this category. With the consumer in mind,
Google has created many service and data-oriented projects. From projects such
as Knowledge Graph, that pulls information in anticipation of the consumer’s
next question, to services like Google Plus and Google My Business, which gives
your business information a home on the web outside of your website. This is
important to know when thinking about how Google views websites for their
search results.
SEO in now about building
a brand, not the manipulation of Google
SEO is no longer just about links, keywords, and PageRank.
The industry’s focus has since needed to shift to branding and content
strategies. While these things have always been important to businesses, the attention
these have gotten as SEO tools has increased in the past few years because of
some major changes to Google’s algorithm.
With the launch of the updates Penguin and Panda, a few
messages were sent loud and clear to webmasters and marketers: Google will no
longer accept low-quality content or sneaky tactics in its results. The outcome
of these algorithm changes is that it is now necessary to have a quality
content strategy and the branding to back it up. A strong brand increases the reach
and audience of quality content and the content then builds the brand. You need
to have both.
Make yourself
relevant
Google’s emphasis for its search results is on answering
questions, not showing random websites that bring nothing to the consumer. By
answering questions your customers have and being a relevant resource in your
industry, you will have an easier time showing up in search results. Creating content,
whether it is a blog post, ebook, video, infographic, or anything else that can
be consumed by your audience, is going to make you more relevant.
It’s a long road ahead
Creating these strategies and quality content is not a quick
and simple fix. There are plenty of other tactics that go into creating a
well-rounded SEO strategy. On-site optimization, citations, social media
marketing, etc. are still important factors in your SEO strategy. Be patient.
Following the guidelines of quality content instead of quick trickery will keep
you in the top spots for the long haul, rather than a shot up to the top only
to be penalized a year later.
Sales & Marketing Technologies is Central Florida’s most
established Digital marketing and web development company. If you’d like to
start planning a successful SEO strategy for your business, contact us today to
speak with one of our Internet marketers.