How Google is Changing the Face of SEO

Search engine optimization has come a long way since its emergence as a manipulation technique for Google’s algorithms. Previously SEO was all about making it to the top of rankings in search engines, but today it covers a much wider spectrum. Brand building and visibility isn’t restricted to Google alone. New avenues such as social media have made their presence felt on the net and as a result there are now multiple ways to reach that all important goal. Making it to the top isn’t the only priority, generating awareness and increasing visibility along every avenue is the need of the hour because conversions don’t only happen at the end of the road, they are now a reality every part of the way.


Google is Rapidly Evolving

Search engine optimization is now an integral part of marketing and brand building. With Google widening its criteria and signals for recognizing reliability and quality, emphasis is being placed on websites to implement the essentials of modern SEO. Google has evolved to a point of enabling a much more humane understanding and experience of online search and information. It seeks to anticipate users’ intentions and provide every possible query with perfect results. Optimizers now need to keep such elements in mind to keep up with Google’s changes.

The User is of Prime Importance

The internet has finally arrived at a point where the user matters most and this is the main criteria for Google. It’s not about fancy link building systems or articles with strategically placed keywords. It’s about a comprehensive and holistic method of brand building through superior content and fruitful activity online.

Google’s Algorithms Consistent in Setting New SEO Standards

The biggest face of change came in the wake of Google’s Penguin algorithm. With Penguin, Google showed it meant business. The days of manipulation were over and Google would not settle for anything less than high quality content. The removal of authorship was another major factor that sparked off concerns in the industry that has been forced to introspect and conceive a new face for modern search engine optimization.

The only way to attain higher degrees of visibility and successful brand building was to incorporate techniques that would meet the new demands of Google. The release of Panda 4.1 shows that Google is steadily on its course to bring about constructive changes. Google webmasters have thrown an open challenge to online marketers showing that there will be constant modifications and it will be a fast paced one, so either keep up or keep out.

Innovative Marketing is the Need of the Hour

A brand regardless of how good it is needs to be built up with a combined effort of technique and intelligent marketing. Effective tactics need to be employed for four major goals.

  • Destination: Reach your target audience
  • Visibility: Get users to notice your brand
  • Interaction: Engage the audience in your activity
  • Conversion: Implement techniques that convert activity into purchases

Activities related to content development occupy the front seat now, with search engine experts researching inventive ways and means to build a successful brand image for their client websites. The important objective is to instill trust and confidence in the audience regarding the information provided on the website, and about the business in general.Comprehensive websites offering users a complete experience while simultaneously projecting themselves as rich sources of information are what Google holds dear now.

Google’s New User-friendly Stance

Google’s new algorithms right from the Humming Bird to the latest Panda version show how Google looks at a user search. Google now has the ability to search for queries based on intent. This also means that specific keywords will not be required to match the query. Google is no more a search engine in the literal sense. Although it functions as one, its wide range of capabilities makes it the primary source of analytical data related to user behavior and user activity on the net. Products like My Business Dashboard, Knowledge Graph, insights tab and query reports are rich sources of analytical information.

For location based searches, users are rewarded with local websites containing a wealth of information. Forums that feature an abundance of activity and link-ups to quality sites, activity linked to social media and featured ads are the ones that are now topping the lists. It’s not always about being ranked No 1, it’s about what you provide to users.

Google’s Changes Have Brought about Positive SEO Behavior

Google’s algorithmic changes have been implemented for a reason. They have the vested objective of weeding out irrelevant content and spam. This has in turn encouraged a superior form of SEO behavior that relies more on strategic and innovative techniques. Google is forcing experts in the field to focus more on new age search engine optimization and incorporate the value of semantics and creative tactics to create a richer user experience.

Holistic SEO and semantic SEO are the new terms of search engine parley in the place of keywords and link-ups. There is no denying that linking is important. It still plays a role in the concept of website optimization related to user activity. What’s important is the ways and means through which link building is achieved.

Google’s changes have been effected keeping various goals in mind. Here are some facts.

  • Poor quality links will not be significant: Purchasing links in bulk has been a prevalent practice.Google has slowly discouraged the practice by placing lower significance for links. Although Google seems to be programming its algorithms to give inbound links less importance, the concept of links is not yet ready to be phased out of SEO practice.
  • Links and link building strategies: When done in accordance with Google’s criteria,these can bring long term gains. Link building should be based on quality rather than quantity, one genuine active link is worth more than a hundred worthless ones.
  • Richer content: The focus is on content such as blogs, articles and social activity which can yield effective information and provide users with continuous activity for sizing up the reliability of a brand. Intelligent architecture of sites with inputs that help search engines recognize quality are the order of the day,and will help meet the requirements of a demanding user.
  • Referral traffic through social networks: Google acknowledges the significance of social media as a reliable signal for rankings and quality. Perhaps one of the best ways to earn a mark of quality and trust is to earn a link from social media users who have the power to build brands. Unique blogs and consistent activity on social media will definitely engage users in positive activity and bring you increased visibility.

Google itself is now a holistic and complete application which is far advanced in its mindset and provides results that are geo centric and based on history records and user preferences. Google takes into account a complete situation based on user behavior and activity from all of its related elements online to enable perfect results.

Originality and Sharing

Today Google demands originality and genuine content created by real people. Spamming is definitely out and dependence on bulk advertisements isn’t attractive anymore. The biggest feature of original content is that it becomes significant enough to be shared again by real people on the net. This is perhaps where social media plays a huge role and Google recognizes this aspect as a genuine signal for quality and originality.

Search engine optimization is no more a shortcut to fame. You need to take the long sure road to success. Those who chalk out innovative strategies in keeping with Google’s demands are the ones reaping the rewards. Businesses can seek the support of reliable website optimization services in this regard. The biggest lesson learnt from Google is that the net after all is a user-based forum and it has taken the reins of being the watchdog for internet society. SEO tactics now need to get really creative and effective in the fast-paced world of the internet as Google is likely to continue changing its trends in the future.

About Rajeev Rajagopal

Rajeev Rajagopal

Rajeev Rajagopal is the Vice President of Managed Outsource Solutions, a leading BPO company in Tulsa, Oklahoma. Prior to joining MOS, he worked as a physical therapist. Having worked in several rehabilitation clinics, Rajeev has learned the importance of good medical records for medical billing and liability issues and the importance of the good back and front office support. He has extensive knowledge in SEO, medical billing and coding, and medical transcription. He has worked with a number of large organizations to effectively manage and provide outsourcing solutions.