While Panda and Penguin updates have been accepted by most users, they are not isolated items. Rather, they indicate that Google’s methodology is becoming smarter. As the company’s technology increase in its sophistication it will affect how keywords are used in the search process and what criteria determine the ranking of particular items. This article covers how recent changes in Google’s architecture and E reader hardware are affecting the reader’s experience and how SEO writing is developed.
Google’s Evolution Affects SEO Writing
As Google becomes smarter it is increasingly important to base articles around actual subjects of interest to the reader. The SEO strategies of the past will longer cut it. Readers are increasingly demanding quality content that is written for human beings rather than search engines. Through its revised policies and new algorithms, Google is making it clear that the naked promotion of products and website promotion common on the Web are unacceptable. Only well constructed, nuanced writing will make the grade. In order to separate its content from the rest of the pack, therefore the SEO writer must focus on good writing and real value for the reader.
E-Readers are Changing the SEO Landscape
As increasing numbers of consumers switch to using E-readers such as Amazon’s Kindle and Barnes & Noble’s Nook, they are opting for the writing conventions of traditional literature. Whereas previously writers were able to rely on techniques such as ‘keyword stuffing’ to boost the number of readers who viewed their articles, such techniques are no longer sufficient. In order to receive high page rank and long-term interest SEO writers must now ensure that the content they produce is readable. In other words, they must write for human beings rather than for search engines.
Page Rank and SEO are Becoming Less Important
Page rank of the top 100 sites is around 7.5. While page rank is still an important driver of traffic, organic search results are also important in driving users to specific sites. It is not unrealistic to predict a scenario where referrals to friends and acquaintances are the primary means of driving new traffic. This network effect would mimic the model in which many E books are now promoted and sold, and diminish online marketers’ emphasis on SEO. Rather than rely on using certain keywords or dubious methods such as cloaking to deliver high page ranking, sites must now focus on content and features to increase its page ranking. Namely, although a site may receive more traffic, it will not necessarily result in a higher page rank. In addition to elevating the role of online and informal network yet further, this back-to-basics approach will limit the importance of SEO in the overall internet architecture.
Content Trumps SEO
According to a recent survey by Online Search Journal, 81% of businesses now consider their blog to be an important asset. Quality content is becoming a key marketing tool. As users become more familiar with internet search, they are seeking richer information and want to find a way to access expertise online. This opens the way up for customer referrals and company-created content which is strong enough to drive traffic itself. In order to build trust and maintain customers’ interest in products, marketing SEO professionals must find ways to link engaging, well-written content with the sites and companies that they represent. In other words, PCP (Proper Company Promotion) will continue to be the most prominent way for companies to drive traffic and SEO must support rather than supersede traditional marketing activities.
A Brave New World for SEO has Arrived
In summary, as Google evolves it is putting the emphasis back on the writer to create content that appeals to and compels customers to spend time on a particular website. Google’s recent algorithm changes can be expected to continue into 2013 and beyond, prompting significant changes in the way SEO is used. Since websites must also now compete with E readers and other devices, the call for quality content is clearer than ever. In order to encourage customers to spend time on their site and browse their products companies must alter the way in which they view SEO and the role it plays in driving web traffic.