In this article I will discuss how search engine optimization has
evolved in order to become Search Engine Marketing (aka S.E.M.). I will
also provide you with information that will show you how you can improve
your search ranking. This includes techniques designed to insure a
strong ranking position. Best of all, you can accomplish all this
without resorting to tricks, gimmicks or deception that attempts to
hoodwink the search engine spiders.
Stop Acting Like it’s 1999
Before the turn of the century, achieving search ranking was
relatively simple. You selected a keyword relevant to your business,
created a website and added the desired keywords to your content. You
made sure you included the keywords in Meta and Alt tags.
Then you posted your web pages to the top 100 search engines and
directories. Voila! If you chose your keywords carefully, you soon
showed up on page one of Yahoo, AltaVista, Net Taxi and other search
engines.
Today it isn’t so simple. The major search engines such as Google,
Yahoo and Bing are mostly concerned with quality content, delivered on a
timely basis. Google has even admitted that it no longer even gives
Meta Tags a second glance. This content needs to be diversified (web
pages, blogs, social media, videos etc…) and it needs to be highly
relevant to the keyword or phrases that are searched. Today if you meet
these criteria you will do well in organic search, (assuming your
competition is not better at it than you). If you ignore these items
then your chances of showing up on page one are slim at best.
Is On-Site Optimization Dead?
I am often asked is web page optimization still important? My answer
is yes. Google and all other search engines still prowl websites as part
of their ranking algorithm. Today, on-site optimization only accounts
for about 25% of the overall score. However, it is still very
important. If this on-page information is incorrect, missing, or doesn’t
match the content, search engines will either ignore or misinterpret
your content and rank you low or not at all. Either way it means bad
news for your website. Make sure your on-page information is formatted
to match the content and desired keywords. Otherwise your quest to be
on page one will end before it begins.
Is SEM Different than SEO?
Search Engine Marketing is much more comprehensive than Search Engine
Optimization. It includes all your websites plus your blog posts,
social network posts, any PR posts, all pod casts and video posts. In
essence, S.E.M. encompasses all web postings of any kind. Yet it also
means more than this. S.E.M. is also a methodology designed to meet the
search content requirements that provide high ranking. In other words,
your success or failure is predicated on doing what the search engines
want, not trying to trick them into giving you better ranking. When
trying to rank highly on Google, this point is even more critical.
What Does Google Want?
Google loves mixed media, which includes video, photos, podcasts, and
more. The reason they do this is due to the fact that Google is
looking to determine who is serving the public the best content for any
specific search. The googlebots evaluate your content for relevancy,
usefulness, quality, consistency, timeliness, connectedness, positive
feedback and diversity of format (web pages, blogs, social media, videos
etc…). These are some busy bots.
Game the System at Your Own Peril
Gone are the days when you could easily trick the search engines in
order to get a high ranking. Google has employed a multi-tier approach
to detect most chicanery. Their new algorithms penalize such practices
as keyword stuffing, duplicate sites, backlink farms and many other
patently deceptive practices. On top of that they have hired a hoard of
website evaluators that physically check out your pages, posts and back
links. If Google catches you cheating they will downgrade your ranking
or remove you from search altogether. Cheating Google no long means just
a slap on the wrist. It can mean banishment!
How Can Content Marketing Help You Gain the High Ground?
A decade ago posting a properly optimized websites was all it took to
achieve ranking. Today’s internet audience is far more savvy and
sophisticated. Today’s websurfers prefer video and photos to text,
provided they can find it. If you have a video on page one above the
fold, it has a high probability of being viewed and acted upon. We know
that statistically, videos will receive 80% of all clicks if they are
highly visible. However, videos are not the be all end all of search
results. Blog posts can also garner strong position in Google rankings.
The same is true for social media posts that that have a high sharing
factor (gone viral). Google also loves web pages that receive lots of
positive ratings (especially Google Local or Map pages with Google +1
ratings and four or more stars.
The bottom line is that while SEO is not dead, it has changed so
radically in the past few years that the rules of the game have changed.
If you want to win, you need to adjust your approach and start
creating compelling content that both the search engine bots and the
public want to view.
Via SPN
Is SEO Still Standard Operating Procedure?