Overheard at MarketingPulse 2018
Last year, Google revealed its seventh Penguin update, leaving many wondering whether their SEO strategies would run cold.
Thankfully, the most recent iteration addresses only those who employ under-the-table tactics for the sake of boosting search ranking.
To the chagrin of some SEO professionals, Google has started implementing unannounced major updates. Happily, marketers with a roll-up-your-sleeves attitude to SEO needn’t worry; these updates won’t hurt your page ranking.
It’s no secret that building a high-performing website through SEO takes a lot of effort. In fact, those of you who are all too familiar with the blood, sweat and extensive keyword research that goes into a solid SEO strategy should welcome Penguin’s latest rollout.
You’re safe because you understand how search engine algorithms have evolved; This is Google’s tip of the hat to all the hard work you’ve put into building backlinks to relevant sites. SEO best practices are like tending a garden – it can take months before results start to show.
A short-term fix for sites that have dropped in ranking would be to increase SEM to keep traffic flowing while they repair their SEO.
Since Google stopped announcing updates to its search algorithms, how can we stay up to date?
No SEO shortcuts
The bottom line is: there are no shortcuts. Successful SEO strategy boils down to following best practices, such as day-to-day monitoring, and constant optimisation. It should be integrated into your digital marketing strategy from the onset; not as an afterthought.
The core of this is understanding the psychology of search engine queries and your target audience’s customer journey. What content do they see, and how does it change they way they search for things online?
These insights should be linked to your content strategy and to help create relevant, high quality content. In such an over-saturated environment, the pieces that stand out do so by using audience insights to increase visibility.
This content boosts the impact of your keywords and attracts links from relevant websites; reducing the time, cost and energy that go into link-building strategies.
When it comes to search engine optimisation, it pays to stay curious. The Googleverse is a space that constantly evolves to reward best practices.
Websites such as searchengineland.com, searchenginejournal.com, and moz.com/blog are terrific references for staying on the pulse of what’s happening in the search engine universe. They should keep you well-informed of any major changes to anticipate.
Adapting to these changes, however, is less important than strong SEO strategy and tactics. If this is already a part of your day-to-day, then you’re on the front foot. If your website is suffering from post-update setbacks, then it’s worth revisiting your strategy.
When it comes to SEO, there is something to be said about playing the long game. Sure, this takes some serious heavy lifting initially, but the long-term rewards are well worth the effort.
One thing’s for sure, you will never stop learning; that’s the beauty of working in SEO.