Search Engine Optimization
There is a lot of online chatter claiming that SEO is dead and that it is no longer possible to manipulate Googles rankings any more.
Google have recently made (and indeed continue to make) some massive changes to their algorithms that filter & decide search results. As a consequence, the ingredients needed to achieve top spot have changed, but that doesn’t mean you can no longer influence where you rank.
Anyone who declares that SEO is dead simply doesn’t know how to get to the top. Many SEO companies have given up trying to work it out and have moved on to other forms of internet marketing in order to earn themselves a living.
The bottom line is that as long as google use an automated algorithm to determine their results, it is not only possible, but credible to improve your rankings.
Google ask a series of ‘questions’ to every website and page of content that they index. The ‘answers’ your content provides will ultimately determine where you rank.
What Works For SEO in 2017?
Google made some significant changes, moving the SEO goal posts during 2013/2014 causing many previously high ranking sites to drop in the rankings while promoting many other sites. Since then they have continued to proactively address weaknesses and shortcomings in the algorithm processes to refine the search results that they deliver.
While they do have a manual web spam team who work constantly to remove link networks who attempt to manipulate their rankings, the fact that they have to do this manually, highlights the truth that they struggle to filter networks through an algorithm.
2017 and beyond is all about quality; quality content, quality linking, quality associations, quality social interaction and so on. If you have high quality, unique, valuable content that your visitors interact with then you have the basis for top Google rankings.
Once you have the quality content that Google wants to give their searchers, Google next look to see how ‘popular’ your content is.
Google has additional filters that assess the quality of your site in terms of load speed, html errors, duplicate content and more. Any one of these filters can remove your site from the rankings completely so it’s very important to address your web design elements carefully.
Popularity is measured in terms of which other websites link to you, how many shares, likes, follows & tweets you have.
Social sharing as an SEO benefit is largely misunderstood by many people. As a consequence, most people receive likes and shares for their Facebook page, or for a specific tweet, rather than having people share their website content which will have an impact on your search rankings.
If lots of real people share a page of your website with their friends on their social networks then Google can be confident that it is a quality page that people like and find valuable.
Having a Facebook page with lots of likes and shares will receive more traffic, but it won’t have a direct influence on your website rankings. You need to encourage your visitors to share different pages of your website with their social contacts.
Linking is the element of search engine optimisation that has changed the most, leading to so many marketers conceding defeat and give up trying…. stating that SEO is dead!
The good news is that SEO isn’t dead, it has just evolved…. and will continue to do so over time.
The metrics that Google use to list their results has changed, but is still decided by a computer algorithm (7 main algorithms actually) which filter out low quality, spammed sites until only the desired results remain.
Google has fundamentally changed the metrics that they consider valuable for rankings, and this is what has confounded so many website owners.
Find out what you need to do to get the the top of Google…. contact us today