Many marketers are laboring under a misconception these days: that search engine optimization is dead and social media is the new (and only) SEO that matters. The days of the SEO silo are over, and using content marketing – working earned media and paid media together – is the strategy that is working most effectively online.
But, understanding SEO is still essential – and still eludes many. But it doesn’t elude those who attended SES! The return they got on their investment (the cost of attending this event) was exceptional. It was truly one of the most information-packed events around – and Searchmetric’s sold out seminar, Marketing in a Search and Data Driven World was a personal favorite.
Attendees were treated to insights from Dennis Goedegebuure, Head of Global SEO at Airbnb; Igor Lebovic, Senior Vice President of Growth at About.com; Marcus Tober, Founder and CTO at Searchmetrics; and, Jordan Koene, SEO & Content Development Manager at eBay.
Here are some of the thoughts they shared:
- Insights around the importance of data-driven SEO campaigns
- Understanding “online” in a Post-Panda World
- The importance – and thinking behind - online Ranking and Relevancy
- And why measuring the impact of great content is just as important as developing it
I spoke with Search Metrics' Tom Schuster about Google search trends after the event and he had lots to say. Search Metrics focuses not only on helping clients rank in Google, but on ranking with Google for the right keywords.
Why does this matter? Well, Google is increasingly penalizing sites that attract attention but lack the content to back it up.
Allow me to explain: Google has been making lots of positive changes around how sites rank – changes that help genuine, hardworking businesses rise to the top of the results, but these changes require constant upkeep.
Google’s goal, obviously, is to continue to be the ‘go to’ when people want to search for (and find) relevant results – fast. So if you’re website isn’t being found for the ‘right’ reasons and is employing any kind of funny business to rig the results, you might as well be sending folks a link to Bing (in Google’s eyes) and they will, understandably, banish your business to SpamLand.
And we’re not just talking keywords here. Ranking well on keywords is one part of it, but you also need to have content that ranks and a site structure that ranks as well. And then there’s the messy business of ‘user behavior’ to keep in mind. If your site is sloppy, your search results will suffer the same sloppy fate.
It all ties in to an overall digital strategy, really. Keeping up with Google’s changes is daunting, because the pace is already pretty fast and continuing to pick up speed. And competition increases online daily as well.
You can try to keep up by making predictions, but if your predictions are wrong, you can hurt your results instead of help them. You can hear more of what Schuster had to say about it in the video.
What’s your Google strategy?