The death of SEO has already been announced several times in the specialized media and has always been the agenda of posts, educational materials and seminars around the world. There is no consensus on this, but the fact is that Google is every day more prioritizing quality content and putting down artificial optimization techniques.
A strong indication that changes are more accelerated is that even the largest references in the world and in Brazil on the subject, respectively SEOMoz and MestreSEO, just delete the “SEO” name – the first was renamed only Moz while the Brazilian, turned Master Agency .
In this post we will explain why some SEO techniques are losing direction and that has more relevance before Google currently.
Who is familiar with SEO know the factors that influence Google rankeamento are constantly changing. And the challenge has always been, until then, go after what is relevant to the search – and it can change every day – so the blog or website for your business be well positioned and thus attract more visitors and Leads to your business. SEO experts and Google fought for a long time a real struggle between cat and mouse.
Imagine that you should, for example, qualify the best restaurants in a big city. Not a bad idea to measure, for example, the amount of people in the queue: If a lot of people want to eat there and accepts expect, is a sign that the quality is good.
Now imagine that, after discovering this, some restaurants have spent paying employees to stand in line with the intention of thereby getting a good evaluation. The criterion no longer makes sense, since it does not represent the actual customer experience.
In general, it is more or less what happened long in SEO and that’s why Google has been changing.
Many experts could spend enough signals to be well evaluated, even though in reality they were not working to ensure a better experience for the visitor , which is the ultimate goal of Google.
All changes that have as main point: Google needs to find the best possible answers for each type of research that users perform and it has advanced in choosing the best possible criteria.
With advances in the algorithm, Google has gotten increasingly fail to “measure the queue” to assess how people really feel in the environment: the engine’s intelligence content can assess whether the term make sense in the context, the text is written correctly and if people indicating that page are really free and has knowledge of the subject, from a multitude of other items.
This is Google ‘s mission: always display the most relevant content for search and simply not rankear sites that have found the best way to position. After all, it is to show what is relevant that the service exists and is for its efficiency it holds more than 90% share in the market.
Panda and Penguin
Examples of these changes to improve those results over the years, Google has implemented some algorithm updates. Two of which were well known and overthrew the organic traffic from many sites were the Panda and Penguin.
Panda was conceived to prevent sites that copied content or produced anything of low quality focused on given keyword had success in the endeavor to appear well in the rankings. Google’s goal with this release was to prioritize original and quality content.
Penguin already punishes excess optimization, one that is extremely artificial. A high number of links with the same anchor text, for example, might look suspicious. Links at the bottom and third-party sites in affiliate program do not work naturally and Google may end up ignoring its value.
The point is that the optimization for search engines is no longer a specific technique to increasingly involve the digital marketing as a whole : content, social media, everything has to be well positioned.
There is no clear information about how much it already weighs on algorithms, but are gaining more power via the social media interactions: likes, shares, tweets and of course the +1 (if you are not yet using Google+ stay knowing that it’s great to make extra points). In today’s world of digital media, the emphasis begins to be in follows, comments and views. It is a trend that slowly is consolidated.
There correlation tests indicating that, for example, a text that receives an indication of someone influential in Google+ (a profile that many people have in their circles) have a much higher chance of being among the top positions.
External links are still worth much, much changed the way are evaluated . Not worth having links for links: Google has been able to identify more and more as they are natural and what weight those indicated in the subject. It has no use more partnering with other addresses and exchanging links just for camaraderie. The link to make sense within the context of the page and the site itself.
If your company, for example, sells a financial management software and has a blog on the subject, the recommendation that she receive a specialized vehicle in economics and finance will weigh more than a website to address other issues.
The variation of anchor text in links also makes a difference: many links with a specific keyword can pass a signal to Google something artificial, since it is not a very common behavior. It is interesting to have a natural variation of key terms, synonyms or even links to the company’s own name.
As we have been talking about here on the blog always invest in quality remains the main weapon of the companies in contention for a place in the ranking. Have a great design, a well-organized site and a first-class content and most of the problems will be solved SEO on your site.
It is with profound material on their market – and optimizing their pages to properly be found – that your company will, little by little, become reference. It’s just a matter of time to have their posts recommended by users on social networks.
Also, invest in relationships is critical. Using techniques of PR and press office, for example, you can conquer space on websites and blogs relevant to your market. And it is these recommendations that will make a difference for your company be seen as a reference both for Google and for the market.
The great secret is not to look for ways to shorten the way: no use to script to make tweets or anything that might today have a greater weight. It is matter of time before Google make a change and improve its performance.
Attack the problem definitively investing in quality content. So you will never suffer from the Google algorithm changes because your pages will have exactly what the searchers – and users – seek: relevance.