The days of being able to get a site to rank by simply acquiring a lot of inbound links are long gone. The search engines’ algorithms are now able to detect, fairly accurately, the abusive practices that used to work.
They’re also getting better every day at determining what topic a page or a website focuses most on, while learning the patterns they encounter, so they become increasingly more effective over time. While the Semantic Web of Sir Tim Berners-Lee’s dreams isn’t upon us yet, it may be, in the not too distant future. We’ve certainly made significant progress in that direction.
What Guidance Do We Follow?
Nearly every policy statement coming from Google these days uses terms like “quality” and “value”. Those notions, of course, are highly subjective, and we poor mortals can only guess at how their algorithms determine what meets their standards. And while this doesn’t signal any sort of new direction on Google’s part, any marketing professional who’s paying attention knows that they mean it. Their policies have teeth.
Just as the Internet is evolving, so must those who take their income from any aspect of digital marketing. That implies a need to stay abreast of all the changes to the SEO and SEM landscape, both minor and major. And that’s a considerable task, given that Google alone implements upwards of 500 updates each year. Granted, most of those updates are minor in scope, but some are momentous… so much so that a failure to either foresee them or respond instantaneously can be catastrophic.
How Do We Prepare?
Obviously, foreseeing potential changes is the preferable method. Always coloring between the lines is the safest strategy, as that allows you to rest easy, regardless of what an update might bring. While it’s true that we’ve seen instances in which an activity that Google used to recommend suddenly becomes toxic, those are few and far between. And to be fair, Google has always provided ample warning before implementing such a major reversal. You or your consultant simply need to be paying attention. Any SEO or Internet marketer who doesn’t keep up will get left behind – and their clients will suffer the consequences.
There seems to be an endless parade of “newest” strategies and techniques, and many SEOs latch onto the strategy du jour and focus on only that – until the next “newest” thing appears. Those are the firms that often don’t pay enough attention to the signals Google sends. They fail to see the reason behind the changes… the search engine’s goal.
The primary goal, of course, is no secret. In fact, it’s one of the few things that Google has clearly broadcasted for quite some time: they want to deliver quality results to searchers. They have to – if they don’t, their ability to sell ads could quickly evaporate. And in order to deliver the best results, they need to find the intrinsic value in a site and its pages.
There isn’t just one goal, though, there are other contributing goals. They shift and change with each new acquisition by Google and each new manipulative technique they detect. As new issues arise, they implement new solutions. And each change presents new challenges and opportunities.
Polishing the Intrinsic Value in your Site
This is where Intrinsic Value SEO can deliver the goods. We invest a tremendous amount of energy every day, to keep up to date on what techniques and strategies are effective – not just the “newest” – all of them. We develop a strategy using every solid technique that makes sense for your business, focused on helping you outrank your competitors.
We also recognize that the days of achieving massive results via implementation of a single technique – “new” or not – are long gone. These days, addressing a great number of optimization tactics is necessary, if we want to help our clients see such results.
We’ll find the intrinsic value in your site and polish it, so you can proudly show it to the world. Contact us today, for a quick explanation of how we’d do that for your site.