The world of SEO is changing. It’s perhaps not overstating the matter to say an online revolution in the search market is taking place. A lot of this, of course, is down to Google.
Panda, Penguin and Hummingbird – Google’s search algorithms - have changed the rules we all have to play by. Google is becoming more nuanced in the way it responds to our online queries. Up until now, you could boost your search ranking by littering content with keywords. Now, a careful smattering is more likely to get your site noticed.
So, why the change?
Well, Google ultimately wants to raise the profile of quality web content. It wants to ensure that when people go off hunting for information, the information they’re most likely to find is well written.
These days, online content needs to be engaging, relevant and informative. Idle content acting purely as filler on a website just won't cut it anymore. Ultimately, you need to create a great user experience to get the thumbs up from Google.
What does it mean for your business?
These changes obviously require a new approach to SEO. There's now an even greater emphasis on quality content marketing and copywriting that focuses on the best possible user experience. Keyword density will not endear you to web users, and so it won’t earn you brownie points from Penguin, either.
The copywriting on your website needs to sound natural. It needs to be written for human-beings rather than search engines. Instinctively, that kind of approach just sounds right.
This change means that a different kind of skill is needed to ensure your customers find your content. Of course it’s an approach that will give you a vital added benefit: the content your customers find will be genuinely engaging and keep them on your site for longer.
It’s a constantly changing world out there folks, and a new strategy is needed to grab Google’s attention. But when all said and done, these changes will benefit the quality we see on the web, and embracing this new way of doing things can only help businesses grow their online presence.