Goshen News, Goshen, IN

Business

March 9, 2014

How Web search optimization has changed

(Continued)

This type of SEO work was focused on search engines, not the searchers. Search engines today, however, never want to allow their search methods to be manipulated. They want to return the most relevant and most helpful results for those searching. So, search engines, with Google being the leader in terms of volume of searches done, continue to adjust their searching ranking algorithm. This is a good thing. It helps those searching get good results, and it combats attempts to “game the system” and instead elevate those who are delivering great content and who have gained authority in their industry. The Web is not static, and so ongoing adjustments by search engines like Google are important and necessary.

The issue is, however, that many marketers not in touch with these changes continue to want to pursue the “old” SEO methods, then wonder why they are not getting desired results. The “new SEO” for today doesn’t eliminate some of these items but it redefines them as less important and includes multiple other more primary factors that come into play.

If you want your products and company to rank well for key terms today, important factors to focus on are: unique, high quality content on your site and blog; ongoing, regular new content; on-page social media sharing opportunities; links from high-value and authoritative websites; and Google authorship integration of your key content writers for your blog. While not exhaustive, this is a foundation that is important today with the way that search engine ranking methods have evolved. Yes, unique and accurate page titles, the structure of URL’s, anchor text, and optimized images all comes into play as well, just not as the only keys to focus on.

Granted, all this noted above can seem like a lot mumbo jumbo, and it does need flushed out in much more detail than I have space for here to be thoroughly defined. If I break it down to simple basics for our space here, the goal should be to produce educational and helpful content that best attracts your “ideal visitor.” This type of visitor is the one that is recognizing they have a need or a problem that needs a solution that your company can ultimately fulfill. So if you take away nothing else, grab hold of that focus point.

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