The Changing Landscape of Search Engine Optimization
September 28, 2012 3 Comments
Search Engine Optimization (SEO) is a constantly evolving method of ensuring that your website is seen, your words read, your thoughts heard, and above and beyond all else your services and products are purchased. Millions of dollars are spent every year by website owners who are striving to beat the competition and get to that elusive first page position in the Google rankings.
In the beginning days of SEO, search engines were not as sophisticated as they are today, and black-hat SEOs could use any number of shady tactics to manipulate rankings. However, as Google becomes more complex with updates such as Panda and Penguin (and influences other search engines to become more selective in their top rankings), they are able to penalize sites that use spammy black-hat tactics and reward those who distribute quality content with link-earning campaigns. When looking towards the future of SEO, optimizers and webmasters must be able to look at the full picture of their compaign, and implement quality, organic practices that will meet both short and long-term goals.
In SEO, The Only Constant is Change
Google constantly updates their algorithms, often with little notice, therefore the experts need to keep on top of the ever changing rules and guidelines that are put in place. Many site owners, and indeed blog owners have been caught out in recent months due to Google declaring a no-tolerance approach to “followed” links that skew the ranking information. The information regarding the guidelines has been available for ages, yet still many lost their page rank, and as a consequence, a large amount of visitor traffic.
Looking Towards the Future of SEO: Content Marketing & Social Media Optimization
The concern with SEO companies is that many are not looking at the wider picture. A certain amount of realistic thinking has to be present when planning a search engine optimisation and marketing campaign. SEO experts are aware that the landscape is constantly changing and in order to avoid penalties and loss of visitors and visibility, forward planning has to be employed, as does a multi-pronged approach, including content marketing, social media optimization, as well as search engine marketing.
Link Building & Key Words
Link building is a key and valid way to raise the visibility of a site, particularly if done alongside the current guidelines as handed down by the “Google Gods”. There are, however, a number of other ways in which your site can be marketed in order to reach its full potential. Keywords are extremely important and any SEO marketer will be able to identify the most effective keywords and search terms to use throughout your site for maximum effect. Anyone with a true grasp of SEO practices will also be able to advise you on the number and frequency of link and keywords. Keyword stuffing may once have been a valid tool, however these days top quality content and relevant keywords are what Google are looking for, as are your website’s visitors.
Google AdWords & Pay-Per-Click
AdWords campaigns, if structured correctly, can and will increase your visibility online. Experienced companies will again be able to use this tool in order to increase market worth and profit margins. By effectively using with a pay-per-click campaign, maximum results can be obtained with minimum outlay.
The landscape of search engine optimisation is changing regularly in subtle ways and every so often new updates can cause delays and issues if a multi-pronged attack is not already in play. Search engine optimization does require an immense amount of skill, patience, and forward thinking, and the right company for you will already have plans in place to combat these changes proactively. By choosing a reputable company with a proven track record to manage your SEO, you can be confident that your company will be the one standing tall when others are scrambling to regain Google rank and visitor numbers.
What do you think is in store for the future of SEO? Leave us your thoughts in the comments!
This post has been brought to you by Jessica Richards, Online Marketing Advisor at KPI Business Services Ltd.