The Fight for SEO: How Google Changed Everything.

Not too long ago (a decade or so), being in SEO meant figuring out the best “link farms” to submit your site to as well as trying to load each of your pages with as many keywords as possible. While some of these strategies are still around, they are usually not recommended. Keywords still play a very important part in your SEO strategy and, of course, having the right links to and from your site is critical, but not in the way it used to be. It is no longer about trying to trick search engines into finding your site, but rather informing them on why your site is the best. Why the change in SEO practices? That is a question that can only be answered through the eyes of Google.

Changing the Battlefield

In order to rank highly amongst search engines, you must now be able to prove that you truly know what you are talking about. Spamming Google bots no longer has the same effect so proving your worth becomes a matter of quality, not quantity. At this point is when we begin to see the marriage between content strategy and Google algorithms. This is where Google stepped in a changed the game forever.

Being the leading search engine in the world, creating smarter algorithms that counters previous gray and black hat tactics was step one in shaping a new SEO world. After all, sometimes to win the battle, you have to change the battlefield. Update after update came rolling out until finally if anyone working in SEO wanted to get their clients to rank at all, they had to play by Googles’ rules.

What are the new rules?

For supposedly wanting to encourage SEO teams and companies, this is one area where Google leaves a lot to be desired. They would prefer to have you stumble around and figure things out all over again with little direction of what your new strategy should be. Fortunately, Bing provides a little more insight into how you can adapt to a changing landscape.

For a quicker view of what you need to pay attention to, read the list below to help modify your new strategy

• Content may be King, but authority is the Queen.
  • Properly linked content to a high authority domain is worth far more than simple having a high-value piece of content with no one to see it.
  • For example, wouldn’t you prefer to have The New York Times linking to your site instead of just the local college newspaper?
• Link Building is still relevant, but you must change your approach.
  • Do not just throw your name out into the masses and hope to catch something great (in other words, don’t just buy low ranking list directories).
  • Instead, target specific sites that are key to your holistic goals for your client or company. Build partnerships that will grow and nurture their business, not just a placeholder.
• Domain Authority & Page Rank.
  • This hasn’t changed much since the beginning of SEO strategies, but you do need to be warier of HOW you are listed on another site. 
    • If you are listed on a highly ranked site, but they throw you on their lowest rank page, seems like a bit of a wash doesn’t it?
  • Domain Authority should be an important part of your consideration when you are building your SEO strategy. 

What does this mean for your brands & clients?

In short, Google’s reshaping of the playing field means that you can no longer user short-sighted SEO tactics to drive visitors to your site or share your content. You need to focus on user-experience, providing useful information for your market and creating content that is both worthwhile and relevant. In essence, being in SEO is no longer just about being an analyst or a strategist, you must also now become a content marketer.

When creating content for your brands, focus on the service or product that separates them for their competition and showcase it. If they are in business, it means they have something to offer regardless of what industry they are in. Contrary to popular belief, everyone has a story to share, you just need to find a way to make it interesting.

For more advice on content marketing, SEO tactics or link building, feel free to reach out at dmartens@emfluence.com

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