- Focus on Users: Build a great website, focusing on users, not search engines;
- Avoid Manipulation: Avoid tricks intended to improve search rankings;
- Create Great Content: Develop original content focused on your audience;
- Profit!: Users will find your content and magically flock to your site.
An article from
For those who are not entrenched in the Search Engine Marketing and Search Reputation space (SEO), you may not have any clue that SEO just might be the most important aspect of digital marketing or reputation management. But why bother? You can just go create your super-duper video or manage your Facebook page with 984 followers, and your organization or brand will be fine, right?
Why bring it up now? Well, in the wake of the major algorithmic updates named for adorable animals (Panda, Penguin, and Hummingbird, to name a few), there has inexplicably been another round of doomsayers decrying the value of SEO, claiming it is all but dead. Yes, SEO has changed, but it's never been more valuable.
Let's Recap: In the past 36 months, the SEO world has been in turmoil. While Google had warned companies for years about the dangers of relying on low quality link building and optimization tactics, many in the field of SEO had grown complacent. In 2011, they were caught off guard when Google unleashed major algorithm updates - code named Panda and Penguin - designed to finally curtail the overt manipulation of their search results. Since then, Google has continued to roll out updates for both Panda and Penguin, punishing sites seeking ranking while rewarding sites devoted to delivering their users value.
So, what does it take? As Google has maintained for years, their formula for success in SEO is simple:
Of course, unlike Field of Dreams, if you build it, visitors probably will not magically come. It requires sustained, ongoing promotion, marketing and outreach to make this work. And this is where we begin to see the convergence of multiple disciplines that are so very critical to success in search in 2014 and beyond. Indeed, while a sound content strategy and a good user experience lies at the heart SEO, using social media and public relations to promote the content, build connections, and amplify its reach are fundamental to success.
This deck may provide some further perspective:
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