It used to be that search engine optimization was a specialized skill based on secret, cunning methods to manipulate Google’s search rankings. Those days are a thing of the past as the SEO industry has moved forward into a dynamic online marketing discipline that is multifaceted.
Such changes have made it faster for Google users to find information while highlighting the host’s own products. What does this mean for you and what is Google’s underlying goal? Keep reading and Court Clerk will tell you.
- Google is not just a search engine anymore.
While Google started out as a mere search engine and does continue to function as such, it has also morphed into the leader of data oriented, consumer-facing projects. An example of this is how Knowledge Graph tries to anticipate what searchers are looking for to quickly supply information. A large number of searches are location based like “Retreats in California” or “Perfumeries in Paris”. Each of these searches return results sprinkled with tons of extra information from maps, prices, to reviews.
- Branding is more important than cunningness.
The past few years have already seen a shift in SEO. It’s no longer just about key words, links, and PageRank but now focusing on content strategy and branding. While building a brand based on quality content isn’t a new concept, the change is due to the launch of Google’s Penguin and Panda algorithms which are designed to overcome poor quality content and manipulation tactics in search results. That means having a quality content strategy is one of the best ways to attain visibility in search results.
That said, the above strategy is only successful when implemented by a strong brand—or else the content doesn’t reach audiences. On the flip side, quality content paves the way for building a brand. Ultimately in the end, the main focus is on branding and content instead of cunning methods of manipulation.
- The future is “Now”.
Apple’s Siri has a huge competitor with the release of Google Now. Not only does the search engine giant’s product offer mobile voice searches, it pulls results from preferences and search history, geolocation, and current activity on other Google products and those in other places.
Besides that, it also functions as a PDA by searching your calendar for birthday reminders and is capable of scanning travel itineraries in your Gmail to give you weather reports for your intended destination. Its goal is to give an answer instead of just returning webpage results. What that means for you is a need to make yourself significant enough to show up in their search results. Not only that, but since this is designed for a mobile platform, SEO also means making sure your page is mobile friendly.
- Online marketing should be approached from a “product” prospective.
Through excellent marketing you might be able to sell a few units of a bad product, but in the end such a strategy won’t last—as word gets out, your brand will be destroyed. You need to think of all facets of your marking campaign as a product. Your content should be thought of as your main product, and by “content” we mean anything from an email newsletter, an infographic, blog post, ebook, or anything else that will be going out to the public at large. A great marketing campaign is important, but always focus on the actual product.
- A different angle on the importance of links.
A lot of people think the quantity of inbound links to individual pages on your site and to your domain are the key factors in Google’s ranking algorithm. This consequentially caused a promotion of buying and selling of links. Since Google hates this, their algorithms may be changed to give less weight to inbound links. Despite that, it doesn’t mean that they aren’t vital for a digital marketing campaign.
Before the days of SEO, people wanted other sites to link to theirs simply for referral traffic. What brings someone to your website beside Google? Perhaps they found you on Facebook or Twitter, maybe through a blog, or possibly by a billboard advertisement on the side of the road—in any case, they arrive at your website through some kind of “link”. If Google didn’t exist, building links are still an important part of marketing.
So there you have it. Google has designed a strategy that promotes the publication of quality content. Its future endeavors will be to further support this kind of branding over cunning methods of manipulation. If you are trying to publish quality content and just don’t have the time, or want to start a whole new digital marketing strategy, look no further! From creating a brand new custom website, to blogging, content writing, and social media maintenance, Court Clerk has got you covered. To learn more about what we can do for you, give us a call today at 609-254-3750.