Did Google’s Numerous Changes to It’s Algorithm Kill Search Engine Optimization?
It is no secret that Google has change the SEO landscape many times in the last few years. But, has it killed search engine optimization for good?
I think that the recent changes in Google’s algorithm has not put an end to search engine optimization, but forever changed what criteria in which Google ranks your website. Article marketing, link farms, and directory listings are just a few “ol’ skool” SEO tactics that worked well in the past and are now no longer successful SEO practices. If these are out of date, what SEO techniques have taken their place?
Changes in Search Engine Optimization Practices
There are several new SEO trends that you need to be aware of. These new trends have become very important in the way that you rank. These new trends point to thinking about your websites targeted audience before you worry about how well you rank. (A revolutionary idea when compared to that of past best practices) The idea of creating content for your target audience will draw more viewers to your website, and that your ranking will soon follow based on the traffic that results. Here are a few of these new trends to be conscience of:
Sites that want to rank well, must create unique, high quality content for its visitors on a regular basis. Website visitors desire new relevant content about their favorite topics and questions that they wish to have answered. It is like going to a clothes store that always has the same inventory. Shoppers will eventually stop coming by since the inventory never changes. Stores that have new items on a regulars (or show we dare to say SCHEDULED) basis will be more enticing for shoppers to frequent more often. Thus search engines also reward those sites that actively engage in content marketing on a regular basis by giving an edge in rankings.
Social media marketing channels are a growing referral source for websites. Search engines are very aware of this trend, and have triggered many social indicators in to the way search engines rank sites. SEO marketers must implement social media marketing tactics to not only drive traffic from social media sites, but they will also improve the rankings in SERPs.
Mobile Website Design
Mobile website traffic is quickly edging out laptop/desktop traffic as the mode at which website visitors are viewing your website. If your site is not designed for easy mobile browsing it will definitely suffer in SERPs. Creating a mobile optimized website is a must for your website to compete in the modern mobile browsing world.
Backlinks have always been an important part of your SEO efforts. In the past, “success” was defined in massing the greatest amount of backlinks to your website, and you were assured to rank well in search engines. Today, low quality, irrelevant backlinks can be the nail in the coffin for your website. Links from related website, related industries, and like minded content, are the golden egg of backlinks.
In my opinion, this is the most under-used and under-rated SEO tool in the list of all search engine optimization tools.
Combine the fact that Google owns YouTube and your content is indexed very quickly with the fact that people learn six times faster with watching and reading that just reading alone, video marketing can be a huge tool in your SEO campaigns. The reason most people shy away from video marketing is that they have a preconceived idea that it has to be professionally produced material. The direct opposite, a recent poll suggests that people are more likely to interact with a company that has video content that is self-produced than that of a overly “sales-ee” professionally produced video.
Video marketing also plays into the social media and content marketing areas as well.
The SEO Practices That Did Not Survive
SEO is not dead, but certain practices are definitely visiting MySpace in the internet afterlife. These SEO practices have been deemed ineffective or counterproductive to modern search engine marketing. The SEO tactics that you need to avoid are:
Automated link building tools are now considered a No-No! This practice has died off completely as being a way to create back links to your website. Using this back link building tool moving forward, could be devastating to your search engine success.
Using link networks claiming to be able to build back links without being found out by Google or other search engines is not an advisable practice. Google WILL find them, and the punishment they levy is difficult to overcome as they devalue your links.
Rewording or changing the order of the content is a time/money saving technique used by SEO developers for many years. There are even programs that do this for you, however, none of them are completely flawless in their efforts to re-purpose content. As keen as the content spinning programs are, search engines are becoming better and better at detecting duplicate content. It is far more productive to create your own unique, relevant content than work to repair penalties from search engines.
Press Release Spamming
Press release submissions were a sure fire way to rank for topics quickly in past years. Unfortunately, people abused this process by submitting a press release with every blog post, no matter how significant event. This misuse has taken a great tool and made it pointless.