As long as search engines exist, search engine optimization will experience the same fate. Like an evolving nation, the present may look different from the past, but it doesn’t affect the future. In the beginning, search engine optimization was more basic and susceptible to automation.
While some grey and ‘black hat’ practitioners circumvent rules and regulations of major brands and apply manipulation, the practice is not future-proof since engines disallow it, penalize, and de-index pages or entire sites.
SEO, the kind supported by major search engines, is different, but still highly beneficial. What is the face of SEO looking more like in current times?
Words and Terms
‘Keywords’ and terms are those that signify a sought purchase; for car dealers, it could be ‘new car’ or ‘used cars.’ For particular local HVAC services, it could be ‘heating and cooling in Philadelphia.’ Traditionally, keyword stuffing allowed web masters to rank better in relation to the number of keywords and terms on a page.
Stuffing, attracting penalty, is a practice of the past, but forming headlines, header tags and subheadings that are both helpful and host key terms is beneficial. Quality of messages, rather than the number of times a word or phrase are used therein, is most important, but don’t dismiss the need to arrange a family of targeted keywords.
Search engines gather a number of signals to value a particular page and respective domains. Unique visits, regular traffic, bounce rates, incoming links and more are factored, yet the number of links remains a strongly weighted factor. The process of link building, facilitating incoming links to a page or domain, has been a foundational endeavor of SEO.
The release of Google’s Penguin stymied a number of questionable link building campaigns. While ‘deserved’ is a subjective term, search engines don’t want manipulated links but encourage web masters to invite incoming links with great content, design and service. While demanding more ‘editing,’ link building remains to be a major staple in SEO campaigns. To avoid questionable link building methods, seek a white label SEO reseller platform.
Search engines have graduated over the years, with engineers tinkering with algorithms, making engines more dynamic and complicated. In recent years, engineers have enabled algorithms to calculate levels of engagement, such as how many times people share an article, mention a brand name, or stay on a web site. Better engagement begets more authority and better rankings.
Also read: Did Guest Blogging Really Work for You?
In this regard, SEO leans on traditional marketing, where engagement was always a primary goal, not just sending signals to computer engines. Online reputation management and public relations intersects with search engine optimization, organizing endeavors that will increase user engagement and brand advocacy.
One will repeatedly hear about ‘great content’ along with current-day SEO sentiments. Because a number of automated methods are lessening in degrees effectiveness (some outlawed by engines), SEOs place heavy emphasis on content creation, advising clients to outsource or engineer content in-house to help raise brand authority and individual page rankings.
While producing ‘great content,’ is a benefit, the advice is vague, and much like traditional marketing, must be measured differently. Like notions of ‘good engagement,’ ‘great content’ is measured by a number of signals, such as shares, mentions, ongoing incoming links, etc. ‘Great’ is an adjective devised by a brand’s market and should always be an end goal.