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Five Ways in Which SEO Is Changing

Posted In Webmaster - By Techtiplib on Thursday, December 18th, 2014 With No Comments »

Till a couple of years back SEO was considered nothing more than application of street-smart marketing tactics used to manipulate Google’s search rankings. It might have been an accurate assessment at that point in time, but the SEO industry has matured since then and there are a lot of changes that the industry is going to experience in the coming future.

SEO

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Any experienced SEO professional will tell you that Google constantly changes the game by either adding or modifying the existing technologies and algorithms used to perform search. The main purpose of these changes is to help users find relevant information faster and also to emphasize the use of its own products. There are many ways in which SEO is evolving and if you are remotely associated with the marketing or internet industry then you should know about the future best practices of the SEO industry by reading between the lines of Google’s present pattern of changes.

  • SEO is now more of a brand building exercise

Owing to the sweeping changes experienced by the SEO industry in the last couple of years, and with Google updating its algorithms, SEO is no longer just about links, keywords and PageRank. Content strategy and branding has become an integral part of the overall SEO strategy. Although both of them have always played an important role in inbound marketing, the sudden shift within the SEO industry is owing to Google’s Panda and Hummingbird update, which sent a clear message; low quality content will not be tolerated. An effective content strategy is the key to building a brand, and that’s why the focus is on content and branding.

  • It is high time we stop treating Google as just a search engine

Google is indeed a search engine whose main goal is to deliver the best and most relevant search results. However, Google is also a leader in consumer oriented projects such as Knowledge Graph and Google Now, which tries to find out what searchers want. There are many searches which are location-based. Such queries are often delivered with extra information, right from reviews to price ranges to maps, anything that might serve some interest to the user. Thus, Google is not a collection of algorithm, instead it is acting on a human friendly artificial intelligence.

  • Links are still important, however for a different reason

The basic concept on which Google differed itself from other existing search engines is links. The quality and quantity of the links to your domain and individual pages on your site are the deciding factors in the ranking algorithm. Due to their overbearing importance, it resulted in market of link buying and selling which is considered a spammy practice by Google and may result in being penalized. In future, Google might just give low algorithmic weight to inbound links so as to avoid such black hat practice. But even if links become irrelevant for SEO purposes, they will still hold importance for another important reason; referral traffic. If Google wasn’t there, marketers would still need to create links so as to maintain visibility of their site.

  • First create a good product

With a bad product, even excellent marketing doesn’t prove very useful. You might sell a few units or to a few clients but this strategy wouldn’t last long. As the word spreads, it will kill your marketing campaign and brand. In SEO, your chief product is the content, which can be a blog post, an ebook, an email newsletter, a visual graph or inforgraphic or anything that audience finds interesting. Instead of giving all importance to campaigns, you should start treating content with the importance it deserves.

  • Google Now is the future

By now every one of you must be aware of Google Now, courtesy Android OS which is now ruling over 60 percent of the smartphones being used in the world. The range and application of Google Now is simply amazing. Google Now emphasizes on serving answers not links and that’s where the search industry is headed in the future. If you can make yourself relevant enough to come up as an answer to a user query, you will be a game winner. Thus mobile search is going to be an important part of the future SEO strategy.

Conclusion: The current crop of SEO professionals who only focus on getting top ranking for their keywords through a time-tested tactic will face greater challenges in future as Google makes it harder to manipulate search rankings. New age professionals looking to apply in marketing or SEO positions should gain a better understanding of the consumer psychology and user intent to remain relevant and in-demand.

Author Bio:

Saurabh Tyagi is a career author with a special interest in the Internet industry. He regularly contributes with his insightful articles on various aspects of the web industry, including online marketing jobs, SEO employment opportunities and web designing trends.

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