In the world of search engine optimization, the effects of the mighty Google Penguin ravishing everything in its path are being felt harder and harder, as after the first shock, mass hysteria, the questions and the explanations, finally the skies got clear, the dust descended to the ground and all there is left are some ruins to contemplate. Or this is how Brian Case from exploreb2b.com feels when asked on his views on the future of SEO.
The Future Is In Content
After the Penguin hit everybody, it became very clear that SEO as we used to know it has to change some if its perspectives, as link building, buying dubious partner links, anchor texts and spammy sites belong to a dead era. In Brian’s opinion, the next era will become exclusively focused on content and social feedback.
In Google’s utopian universe, you, as a business owner or website developer, shouldn’t tell the search engine what page should be ranked, how good it is, how wonderful the products or the services they sell are, but others should look for you and increase your popularity and build you a fan base.
Before explaining his vision regarding content, and specifically, social content, Brian makes another observation which should be typed in bold letters by any interested party in the subject: “If Google is actively punishing optimization and rewarding content, particularly social content, then SEO is largely done. Penguin went pretty far to making this a reality.”
So what do we do about the said content, as it seems to be the future’s stock market in terms of optimization? The expert pinpoints seven crucial strategic steps that might ensure businesses, websites and even SEO managers the possibility to still stand tall after Google’s next monster unleash:
- Guest posting: the future of SEO, not only in Brian’s opinion, but in that of other experts’ too, it seems to look like the last bastion of high quality optimization, although it is also submitted to some restrictions.
- Theming: No more placing keywords on no matter what pages. Focus on long tail keywords which have everything to do with the page you’re placing that keyword on. Basically, Google doesn’t like to find a keyword related to education on a page talking about gambling. Here the discussion can be extended in the direction of context writing and there are countless of articles related to the subject.
- Quality over quantity: a long-disputed subject in content writing and posting, what does it mean to post regularly and what does it mean to post low-quality content but on a daily basis? Mistakes have been and will be made, but those who survived the Penguin and will survive the next monsters should do extensive homework on this subject.
- Social Engagement: Google trusts you if you are well connected to social media. Buying fake bots to like your Facebook page doesn’t seem a brilliant idea anymore. Google wants you to stay in touch with people and people to engage in a relationship with you. If you weren’t a big fan of the many networks available, you should start joining them and use them properly. A Tweet once a month won’t help you.
- Relevance: again, a touchy subject, especially for content writers. What is relevant? Take a look around and see how many websites were penalized and what for. Those didn’t provide relevant content, among other things they did wrong in the eyes of Google, so learn at least from others’ mistakes.
- User feedback: Brian Case seems to be very focused on this subject, as he thinks that a responsive design, bounce rated, site speed, conversion rates, these are the future of SEO.
- Diversity: many face today the issue of using dofollow vs nofollow links, but Brian believes that future SEO resides in this specific diversity, together with one applied to anchor texts and links.
In his own words, SEO experts become more and more tired to fear the Penguin, let alone to fear what’s coming next. However, he is the pessimistic type, hoping that there is still a future left for SEO on the Internet, although he believes that old traditional optimization strategies are now useless and obsolete. Maybe this is not a bad thing after all, but does this mean we’ll have to erase everything we know and start from scratch?
Filed Under: MISCELLANEOUS
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