Search engine optimization is always changing, but the significant shifts to Google’s algorithm that we have seen lately have been amongst the most aggressive in recent years. Specifically, the “Panda” and “Penguin” changes have taken some of the focus away from keywords and links, and put them on fresh, unique content… in other words, quality over quantity.
Although this has come as a bit of a surprise to some business owners and web designers, it really shouldn’t have – searchers have always wanted more relevant results, and so the burden is on search engines to give it to them. Besides, what comes around goes around, and the “new” rules of search engine optimization are starting to give some business veterans déjà vu.
Why? Because in the days before keywords ruled all, being current, interesting, and unique weren’t just good ideas for your marketing plan, but necessary for getting any kind of attention at all. In other words, a lot of current SEO really just comes down to good old-fashioned public relations.
With that in mind, we can take a few classic ideas off the shelf and apply them to current search campaigns:
1. Either be newsworthy or talk about what is. People like articles and ideas that are current, so it’s a good idea to base your content strategy at least partly on topics that are relevant right now.
2. Set the tone yourself. It used to be that copying competitors was a good way to build content. These days, however, you want to be a market leader – invent your own ideas and concepts and then let others try to keep up with you.
3. Follow an editorial calendar. Instead of posting material randomly to the Internet, follow an editorial calendar that encourages you to come up with new content on a regular basis and forces you to organize your thoughts and topics into consistent themes.
Search engine optimization might be changing, but the basic rules of marketing, online or off-line, tend to be fairly consistent. Be a source of interesting, high-quality information, and customers will always give you more of their attention.No Comments »