SEO’s Outer Appearance Finally Resembles Its Inner Working

By | November 1, 2015

Were you involved in the online marketing world back in 2010? Earlier?
Ever as recently as a couple of years ago, actually, the strategies that
were considered surefire paths to SEO domination were completely
different from what they are today.

Interestingly enough, however, Google was saying the exact same things
about how you should try and rank a website then as they are now:
Provide detailed, relevant, helpful content, network naturally with
others, and Google would notice.

Unfortunately, their desired reality just wasn’t the case for most
marketers. Hitting the top of search results meant putting in the hours
to create backlinks, make sure the anchor text of your links matched the
phrases you wanted to rank for, etc. These practices were considered
spammy by Google, but they worked… and so people kept right on doing
them.

Now, however, Google has finally caught up with its own mantra, and
since early 2014 those adhering to old school link building practices
are probably walking away a little disappointed.

For Google, it’s a win. For us marketers, it makes things more
complicated, but it’s a win as well.

Right now, SEO is actually simpler than it has ever been, but it’s not
easier. That is to say, there’s a lot of work involved, but the work
you put in is more valuable to all parties involved now.

In fact, pages are ranking fairly easily for many website owners now,
provided they do a great job of providing content. A key component now
is Google’s paying attention to social media cues when determining how
much of a buzz a page is creating, and therefore how many people find it
interesting and useful.

Right now, you can create a page and be ranking on Google within a
couple of hours, provided your piece catches social media fire and gets
shared around.

Of course, that means you’ve got to come up with something really good.
Honestly, though, this can only serve to elevate the level of content
that gets produced, as webmasters will be able to spend more time
focusing on creating really useful, interesting content for their sites
instead of focusing on the post-care SEO of creating countless
backlinks.

In order to win, then, you need to be onboard with this new thinking.
In fact, if you’re still working within the old framework of SEO, you’re
likely going to see more problems than benefits. Sites are constantly
being penalized and thrown into the SERPs abyss because they have tried
to game a system that has always been about staying one step ahead of
those trying to game it (and a goal they’ve finally achieved).

Will SEO professionals still have specific strategies you can take to
give your site a leg up? Absolutely.

Will they work? Probably, but you need to think of SEO best practices
these days as a side dish, because there is no longer a substitute for
the main dish of hard work creating genuinely awesome pages for Google
to crawl.

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