SEO is changing, so your strategy must change too.
Google is in the process of changing the SEO industry and making some aspects of it, obsolete. Google is attempting to downplay the role of Keywords and shift the focus solely on content. They have already made the initial steps through the Google Panda and Penguin update in April 2012.
At the moment SEO is divided in to two categories.
Internal SEO> Designing your site so it follows the best practices to rank highly within a search engine’s results.
External SEO>Writing Articles, Press Releases, Blogs, Comments, content and SMM.
But the real question remains…
What does Google actually want?
- Relevant and REAL content, that people want to read and share.
In essence, if Google isn’t bringing you the BEST info then it isn’t doing it’s job correctly.
The Penguin update is proof of Google’s intentions, it changed the weight of their emphasis from backlinks towards Social Media, likes, shares, Tweets and of course it’s own personal favourite, +1’s.
In the modern world of digital media, the focus has shifted to followers, comments and views.
What does all this mean?
Google used to think if you linked to someone on the internet they must have valuable content. Now Google seems to believe that if you promote content with Social Media it’s far more indicative of relevant content and less likely to be fake.
Though unfortunately many attempt to fake their social presence through buying fake followers on Twitter for example.
Perhaps the only essentially REAL external SEO practice is in the creation of actual content through writing, blogging etc..
Overly aggressive marketers are those who Google is attempting to make pay the penalty, those who cold call and SPAM. However SEO is developing in a way that decreases the value of links, it’s now more about the content and your level of social engagement.
To conclude therefore, the Online Marketing world is seeing a resurgence in the importance of PR as well as your social “buzz” and the value of the information you provide to your followers. If Content Is King then it’s the communities and avid followers that elect that “King”. Google is trying to make digital information purely democratic.
The mantra for any SEO strategy should still follow internal SEO practices, but simultaneously ensure the focus is ultimately on real, valuable and relevant content that your audience wants to see.