About a decade ago, search engine optimization was thought of differently then it is today. Back then, SEO was synonymous with keyword research. Keywords were considered the ultimate tool for traffic generation. As Google developed its algorithm over the years, they began to shift their focus from keyword placement, to content quality. This decision was made for two reasons:
The concept of search engines is self explanatory. However, the early evolution of Google, and how internet marketers were using it to rank higher on results, was beginning to move further and further away from the original concept. Search engines became more about manipulation, than relevant information, and Google had to put a stop to that with their 2011 Panda algorithm update.
Aside from Google’s quest to deter search engine manipulation, they also wanted to enhance user experience. After all, search engines exist for the user. With that in mind, Google began to prioritize websites with better content, not only because it’s a more ethical way of determining search results, but because it caters to the user’s experience, who is ultimately, the person who will decide to keep using, or stop using, a particular search engine.
Modern SEO and Its Relationship With Content
Fast forward to 2017, and SEO is no longer simply about keywords. While keyword research is still a valuable activity, it no longer holds the importance it once did. Replacing it’s premier importance, is content quality. If SEO was synonymous with keywords in 2007, it is synonymous with content in 2017. Consider some of the ways content and SEO work together:
- Engagement: SEO in 2017 is about engagement, and content marketing, when done properly, can capture and keep the attention of internet users
- Information: Valuable content is informative, and Google prioritizes valuable content
- Relevance: Spam-like writing, irrelevant to the keyword for which it ranks, will not only receive a Google penalty, but it will damage overall reputation
- Uniqueness: Scraping content from old websites or information sources does not provide users with fresh new content — Google understands the downside to this, and prioritizes sites that present unique content
If your marketing strategy is still holding on to obsolete concepts, it is time to switch marketing companies. Stop focusing all of your attention on keywords, and start investing in well-written, informative web content. Not only will you more effectively market your services to visitors of your website but your will generate more of them because of Google’s preference for quality content. Call 800.231.4871 to discuss SEO, content, and how to combine the two for the ultimate internet marketing strategy.