As Google Improves, so too must SEO Strategy

Google is a lot of things to a lot of people nowadays, but at the core of its network of ventures is its status as the #1 search engine in the world. Today Google searches account for over 67% of all search engine traffic in the US. Google did not achieve this dominant market share overnight — it took years of toppling all the popular search engine competitors that rose and fell in the olden days like Alta Vista, AOL, and Ask Jeeves. And how has Google beaten out their competition? By being the best at connecting online users with the content they want to find, and by getting better and better at it every day.

Because so many people trust Google to provide them the best search results, there will always be an inevitable game of tug-of-war afoot between Google and Search Engine Optimization specialists. SEOs will always be trying to uncover the secret methods Google uses to determine which websites are worthy of those top search engine results, and Google will always have to be one step ahead to prevent SEOs from exploiting tricks to push not-so-good websites high up in the rankings.

Target keywords in website titles and body content, links from other websites, and target keywords in those inbound links (anchor text) originally held great weight in Google’s measurement of the quality of a website. And in a nascent World Wide Web, those were decent indications of the quality, relevance, and popularity of a particular website for a given search term.

Over the years, however, SEOs have figured out how to easily manipulate those particular factors. “Packing” high-traffic target keywords unnaturally into websites in which they do not necessarily belong and “farming” hyperlinks through spammy directories or paying for them unfortunately became common lowball practices (aka “black-hat” techniques) to push websites higher up in Google’s rankings. Through the recent algorithm updates named Panda, Penguin, and Hummingbird, Google has reduced the importance of those metrics to prevent junky sites from cluttering their trustworthy results.

No matter how Google changes its algorithm, however, the volume of traffic going to a website will always matter. Today, for SEO specialists, quality content with the goal of having that content shared on social media platforms is key. Social media sharing today provides an important high-volume source of online traffic referrals, so Google naturally notices a website that a lot of people are sharing/recommending out of their own volition.

Encouraging social media users to share webpages requires the production of quality shareable content. Therefore, website programming and optimization is one piece of the current SEO puzzle among many. SEO now also benefits from the input and experience of writers, social media specialists, public relations professionals, and content marketing experts in developing and distributing share-worthy content in a way that it can and will be viewed and shared by lots of social media users.

That is why Robmark Web, with its parent company Robertson & Markowitz Advertising & Public Relations, can offer an SEO package that no other Savannah SEO company can. With over 20 years of experience in public relations, advertising, SEO, and website design, we offer our clients in Savannah, Hilton Head, Jacksonville, and beyond the best possible strategies to help your potential customers find your website through Google.

For more information on Robmark Web’s Search Engine Optimization and Social Media services, please visit RobmarkWeb.com.

Further reading:

http://www.theguardian.com/media/2014/jul/28/google-seo-social-media-search-marketing-panda-penguin-hummingbird