Until recently, strong performance in organic search came down to two key factors: keywords and inbound links. By using specific keywords in a piece of content, you got on Google’s search radar for those terms. And by increasing the number of inbound links pointing to your website, you boosted your site’s authority ranking, which helped it climb higher in search results. Well, search engine optimization (SEO) isn’t so simple nowadays.
Keywords and inbound links are still important, but search engine algorithms have evolved to incorporate a number of other factors in their decision making.
A key impetus for this change is that “Black Hat” marketers had learned to game the search engines. Through unethical SEO techniques such as keyword stuffing and inbound link planting, they could obtain high search rankings for spammy sites, while your legitimate site would drop in the results. Fortunately, Google updates such as Panda and Penguin have tackled these practices head on.
But search algorithms are also changing because they’re getting smarter and because they need to keep up with new developments such as the rise in social media usage. With its Hummingbird update in late 2013, for instance, Google introduced the concepts of of “intent” and “relevance.” Through use of elements such as natural language recognition, location data and personal information gathered from the searcher’s social media history, Google now tries to determine what the searcher actually wants. It then returns results relevant to that want, and not simply to the meaning of the search term.
Search engine optimization is getting more complex, but the path to success in organic search is more straightforward than ever. It’s about being a thought leader in your business sector and populating your website with helpful content that informs, anticipates needs and solves problems.
At Contagionist, we’ll help you establish a presence in your industry as a leading authority and a reliable information source. You’ll rank higher in organic search, and once prospects find you, choosing you will be a no-brainer decision.
Contagionist is a content and
inbound marketing agency.
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Tel: (416) 832-8297
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