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The algorithm that Google uses to rank webpages based on search keywords is going to be altered to essentially hammer those that are using SPAM techniques to overly SEO (optimise) their websites. Get ready, online world…. the announcement made at the recent SXSW panel will be changing the way we do things…again.
When prompted, Google's Matt Cutts outlined that Google has always worked toward a level online playing field, and with the upcoming algorithm adaptation, expect SEO content to require a higher level of quality. Additionally, those that are using what Google deems as 'too many keywords', will be docked ranking points based on the saturation issue alone.
What You Should Expect
When looking to determine how your online endeavors factor into the new Google algorithm, simply ask yourself a simple question: “How is my content created and driven?” If you continue to use topics and valuable information in lieu of keyword stuffed blogs or web copy, then you’re likely going to be in great shape. If you realise that you are cramming keywords into each piece of content created, then expect to see a significant drop when the new algorithm takes effect.
Weighing Topic and Keyword Driven Content
Creating content that is keyword driven is how many online marketers have gotten along in recent years. Sure, it got you the results you wanted, but did it provide the experience that those actually searching for the keywords were hoping for? Google is shifting the search requirements to involve topic that center on USEFUL information, instead. Your keyword driven content will likely be passed over, and topic driven content will reign supreme.
A Second Opinion?
Google wasn’t the only search engine represented on the SXSW panel, as Duane Forrester from Bing also weighed in on the topic. Citing the social nature of the internet, he reminded us that social networking can be a huge driving force in the SEO industry. As readers share your information, product details, or blogs, you can generate interest. With that interest, the search engines can tell whether or not the marketplace is truly interested in what you have to day. It’s that easy, right? Get into the online conversation to get the results you’re looking for – that’s how it’s going to operate from this point forward, it seems.
Not Abandoning Keywords
Another question asked of the panel helped to complete the concept in our minds. Another visitor queried whether or not the techniques that have been recommended to this point are now useless. Cutts was sure to choose his words wisely, and explained that SEO techniques still have a significant impact on the ranking system:
"SEO can often be very helpful. It can make a site more crawlable; it can make a site more accessible; it can think about the words users are going to type whenever they come to a search engine to make sure those words are on a page. The same things you do to optimize your return on investment and make sure things spread virally or socially are often the same things that work from a search engine perspective...but there are some people who take it too far. If you're white hat or doing very little SEO, you're not going to be affected by this change."
So, there you have it: all of your content will now be assessed based on quality instead of keyword quantity. If you’d like to improve your online offerings, remember that the social networking industry has compounded upon itself to create the ultimate 'ranking' experience. Is this good news? Well, it all depends on how you’ve been driving your online traffic…
If you'd like to find out more about optimising your site, drop us a line at engagewithus@engaging.io