By Nate Dame
The year 2015 is nearly upon us, and every marketing department is forecasting and planning how to make a new splash next year. How is your SEO strategy looking?
Now is a good time to dust off your (possibly outdated) SEO strategy and get it ready for the new year. Make sure it’s pointed at the right goal, and make sure that goal is understood and adopted across the entire organization: Google says the user is in charge, so — yep, you guessed it — the user is in charge!
Google’s Destination Hasn’t Changed
Many content marketers are confused about what SEO actually is today among seemingly endless changes.
Yes, SEO has changed over the years, but Google has not. Google has always been interested in providing the best results for its users. Period. SEO has only “changed” because too many internet marketers have been looking for the short-term win.
According to Rand Fishkin, Google and SEO don’t change much.
The problem is, all those quick wins (from keyword stuffing to spammy link building) went against Google’s goal of delighting the user, actually making Google.com less appealing to the general public. Bad search results = users go to other search engines. And that hurts Google’s bottom line.
How has Google responded? Panda, Penguin, manual penalties… and the list goes on. As a result, marketers have now developed a healthy fear of going against the Google.
As 2014 draws to a close, even the most stubborn SEO professionals are being forced to recognize that there is no quick win. Google wants to provide the best user experience possible, and you can’t get that by cheating.
SEO Is No Longer A Department (Neither Is Link-Building)
If SEO is not already an integrated part of your overall …read more