By Dave Flomberg
Well, it may not be wrong now. But it will be. In 12 minutes or so, give or take. It’s hard to tell where Moore’s Law and SEO meet, but we’re pretty sure 12 minutes is a good over/under.
We may not know what’s going to happen in the future, but we have some educated guesses, and either way, what we’re saying here will only help you optimize your website for search.
Google is what matters.
Can we just agree on that point now? Regardless of preference, it would take a collapse heretofore unseen in the business world to see them lose this market. And we’re saying that AFTER the collapse of some of the biggest financial companies the world has seen, too. Need proof? Despite the stranglehold Microsoft seems to still have on the office suite, Google Chrome is the runaway preferred Internet browser by everyone.
Your keywords are becoming useless.
Words themselves are awesome. They shape ideas and transform the course of human history. But the time to boil words down to a collection of coded letters that gets people to click on things has long since passed. Thinking about search in terms of a specific keyword list is like deciding on your future mate based purely on their red blood cell count.
Google is about the searcher. Not the searchee.
The goal with search is to return the right result for the person searching for something. It’s not to make sure YOUR result gets handed to someone who may be looking for something that has some connection to your product or service. Pretty much every decision Google makes is focused on the user.
Google is smarter than you.
And it’s way smarter than me, and it’s learning. The 1.21 gigawatts (or whatever the actual amount) of data Google activity generates on an hourly basis are helping Google to get better. It’s learning how to bridge the gap between what people say they’re looking for and what they actually want to see. In short, Google is evolving into a mind reader. It’s like how Google knows when you spelled something wrong, but so much more than that. Google’s taking into account the full picture of a search — all the things that go into ranking from in bound link authority to visitor traffic patterns — and using that to make search results better with each twist of the dial.
It’s not tactics. It’s strategy.
This all boils down to the fundamental shift you need to make when you’re thinking about SEO. Your core philosophy should no longer be, “how are people going to find my content,” but “why should people want to find my content?”
That’s the crux of it all. Your SEO strategy needs to no longer be about a collection of tactics strung together like a checklist, but about crafting useful, relevant content someone would want to find when it comes to the products and solutions you offer. Developing your customer/user personas is a great place to start. Even a simple brochure site should approach content from the mindset of how it’s helpful, not, “look how great our products are!”
I gotta wear shades
The upside is: The future is bright for SEO, in terms of continuing to evolve a self-correcting system that rewards good content, which means content creators remain at the core of your long term SEO strategy. Content really is the Once and Future King.