SEO Will Never Be The Same Again:
The past few weeks of September and October have surely kept SEOs and webmasters all over the world exceptionally busy, thanks to the changing spree from Google. The inception of Panda and Penguin (including the latest Penguin 2.1) algorithm updates made one thing very clear that website optimization and marketing your products will never be the same again. In addition, very recently, the search giant has come up with a series of additional changes that have made many professionals, related with this field, to believe that SEO is dead. In fact, the leading discussion forums are filling up with hostile remarks, blaming Google for the drastic fall of SEO. However, the largest search engine has made these changes as parts of long term strategic planning and there are reasons enough to believe this. By Adding up these threads, it appears that SEO is not dead; rather it is on the process of coming to life more strongly than ever – only that this time it is reborn like the phoenix from the ashes of spamming, keyword stuffed pages, below-quality content, misleading information and keyword-based queries.
From Tactical to Strategic – the Journey of SEO that Became Need of the Hour
In the name of tactical SEO, too long, have the professionals associated with this field taken advantage of the flexible webmaster policies. These recent changes that Google has introduced, are aimed at tightening up the grip over malevolent intention of getting on top of search engine ranking through blackhat SEO practices. At the same time, Google is trying out all the possible means to fill up the existing loopholes within the existing framework. Considering these factors, it appears that tactical SEO may arguably be dead but people with the aptitude to come up with newer strategic measures will not only survive but also lead the scenario to an altogether new direction – spicing things up in a manner, which is a lot different, a lot more interesting and a lot better. Therefore, in a setting where SEO is dead, yet all set to come to life more powerful than ever, it is important to know the bigger picture and strategic measures that Google has implemented to make it happening.
First Change: Bye Bye PageRank?
Remember those days, when after making a website live, the first thing that used to keep a webmaster or a SEO occupied is PR? Well, it appears that launching PR updates on regular intervals is at the bottom of Google’s list of preference. The last update that occurred was in February of this year and it is over 8 months until any change took place; whereas the history tells us that PageRank updates used to get revised in every 3 months or so. Matt Cutts, the head of Google anti-spam team confirmed further than there won’t be any PageRank revision for the rest of 2013. Quite naturally, it has given birth to the speculation that Google is all set to goodbye PR update.
Second Change: Keyword data locked and put away?
On September 23, this year, Google has secured the keyword data flow, a process that started on October 18, 2011. Quite simply, it means that webmasters will no longer be able to avail information about keyword search from users or keywords they type for searching their desired products or services. Unlike the PR updates, the securing and putting away of keyword data is something that publishers and webmasters will miss badly. Professionals, habituated with tactical SEO, will find it difficult than ever to gather keyword data, which is a major way to understand customers’ requirement from a website, expanding the change of conversion.
Third Change: Farewell keyword-based search?
Caffeine used to be one of the most effective algorithm update that took Google to a different height as a user-friendly search engine but with the advent of mobile-search and natural language query based search, the need of a more advanced algorithm update was becoming clear. The introduction of Hummingbird with Knowledge Graph feature was the most apt response to the situation. It is expected that over a period of 2 years or so, exact keyword-based search will be history and Hummingbird will help in rewriting the definition of SEO in an altogether new way.
Fourth Change: Authorship is a must?
Though ‘authorship’ is a relatively older concept, however, this idea from Google is becoming increasingly important for publishers, who wish to develop their reputation as authentic information provider and stay on top of search engine ranking by developing their respective ‘personal’ authority over content. Google Authorship, combined with factors like readers’ response, comments, social sharing, enhances SEO value of the website and allows it to stay on top, ahead of its competitors.
Long Live SEO!
Apparently, each of these changes, rather improvements, is a unit and they really don’t share any connection with others. However, an in-depth analysis will show the integrity of Google’s long-term plan in perfecting the entire SEO practice, not to mention adherence to the resolution of providing the best experience to users. These changes are actually results of the search giant’s extensive study of the conventional SEO behavior, executed in a tactical manner and discourage continuation of the habit. The hardest blow, thus, has come from Google in the form of reducing the importance of PR ranking and taking away the scope of keyword-centric optimization. Clearly, it is not just an effort to fight blackhat, spammy optimization but also discourage all such efforts that attempt to take a short-cut tour to the top; rather than providing attention to standard of content production, quality of the website and users’ requirement. The new-age SEO surely is entirely different from the conventional form that the digi-marketing world was familiar with. Yet, it doesn’t signify the death of it; rather this is a whole new beginning – a fresh start that provides the highest importance to users, not only in theory but also in practice. Long live SEO!
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