5 Ways Google Is Changing SEO
Just a few years ago, search engine optimization was widely considered a specialized knowledge of how to manipulate Google search rankings with clever underhand tactics. While that was an accurate assessment back then, the SEO industry has matured. It is now a dynamic and multi-faceted online marketing discipline that transcends clever tricks and has become an essential experience requirement for all online marketers.
Google has facilitated and accelerated this shift by changing the game in ways that help users find information faster and in ways that emphasize the giant’s own products. So how is SEO evolving and what is Google’s goal? What can online marketers learn about future SEO industry best practices by studying Google’s current pattern of changes? Continue reading.
1. SEO is now more about brand building than manipulation or deception.
The changes of the last two years have already changed our perception of search engine optimization. We’re not just talking about links, keywords and PageRank anymore. Instead, we’re discussing branding and content strategy. But building a brand and publishing high-quality content aren’t new concepts, they’ve always been key parts of inbound marketing. So why the sudden shift in buzz in the SEO industry?
Related: 6 Things Innovative Search Engine Marketers Are Doing Right Now
Google’s release of updates to its Penguin and Panda algorithms sent a clear message to webmasters and marketers: Google will not tolerate manipulative tactics or low-quality content in its search results. The result? A strategic and quality content strategy became the only option to achieve visibility in search results.
A content strategy is only effective, however, when it is executed by a strong brand, otherwise that content achieves little reach, audience or audience. At the same time, an effective content strategy is the way to build a brand. As a result, the focus is now on content and branding rather than manipulation and deception.
2. Google is no longer just a search engine.
Yes, Google started as a search engine and continues to have that function. But Google has also become the leader in consumer-oriented data-driven projects. Knowledge Graph, which tries to figure out what searchers want, quickly provide information, and anticipate upcoming questions, is one example..
Many searches are based on location. “Vegan restaurants in Brooklyn”, “Spas in Brisbane”, “Where can I find designer shoes in Milan?” All of these queries return search results with additional information, from reviews to price ranges and maps. Throw in paid ads, which dominate the top rankings, and the top organic search result now appears hundreds of pixels down the page. That number one ranking has lost a significant amount of value and visibility.
3. Links are key, but for a different reason.
Currently, the quantity and quality of inbound links to your domain and to individual pages on your site are believed to be the primary factors in the ranking algorithm. Because of the resulting market for buying and selling links (which Google hates), Google may be adjusting its algorithms to give lower algorithmic weight to incoming links. However, even if links become irrelevant for SEO purposes, that doesn’t mean they aren’t still vital to your online marketing campaign.
Before anyone knew what SEO was, they tried to get other websites to link to theirs for a different reason: referral traffic. How does John Doe discover your website if not through Google? Maybe you see it mentioned on a blog. Maybe he found you on Twitter or Facebook. Or maybe he saw a poster you put out in the offline world. In all cases, he arrived at your website via a “link”.
Ask yourself: If Google wasn’t in the picture, would marketers still be building links? If you’re in it for the long haul, the answer is yes.
Related: 7 Marketing Alternatives to SEO (Infographic)
4. The future is “Now”.
Google Now is more than a mobile voice search that challenges Apple’s Siri. It’s a completely different mindset that pulls answers from geolocation, search history and preferences, as well as recent activity on Google products and elsewhere.
You can search your calendar for birthday reminders. It can find your travel itinerary in your Gmail and spit out a weather report to indicate where you’re going. The emphasis is on displaying answers, not web page results. The challenge is to make yourself relevant enough in people’s lives to show up in search results.
Since most of this is done on mobile devices, SEO also means optimizing websites to be mobile-friendly.
5. Approach online marketing with a “product” perspective.
If you have a bad product, you can sell a few units through excellent marketing. But not only will this strategy not last long, it will kill your brand as it spreads. That’s why you should treat every aspect of your inbound marketing campaign like a product.
Think of content as your main product. Content can be a blog post, an e-book, a video, an e-newsletter, an infographic, or just about anything that an audience consumes.
As marketers and advertisers, we tend to value campaigns (the process) over product. But the opposite philosophy is your ticket to lasting success. Apple has created great marketing campaigns, but their focus is always on creating the best products.
Conclusion
The irony is that many people who strive to achieve that number one ranking in search results often fail, while brands and marketers who patiently and systematically follow these steps not only achieve their goals, but stay long-term.
Google has carefully designed its strategy to encourage the publication of solid, quality content so that its users don’t have to see the junk that used to clutter their search results. Google’s future moves will be to further encourage this trend of quality and branding rather than manipulation and deception.
For tips on how to build your brand so that Google rewards you with higher rankings and search visibility, check out my eBook “The ultimate guide to marketing your business online.”
Related: 5 Powerful SEO Metrics and Data Points You Must See
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