The constantly changing search engine algorithms have become increasingly difficult to keep up with, mostly because the algorithm updates are not made public, unless it is a huge update. However, smaller tweaks on the algorithm are not uncommon, and it is suspected that they are performed on a daily/ weekly basis. It is thus important to update your game tactics to keep up with the current changes and forge new pathways to find better success in SEO. Here are a few things that have undergone drastic change in the recent past-
- Brand reputation over keywords: In the beginning, businesses focussed heavily on keywords and even took to despicable path such as keyword stuffing to get their websites a favourable ranking. This has however changed, and such practices are frowned upon. The best way to get your website the ranking it deserves is to feed it more traffic through brand marketing. This is why standalone SEO practices have to be coupled with other digital marketing practices in order to achieve satisfied results.
- Credible content: There have always been two schools of SEO- one, which focussed on reader friendly content and another that favoured algorithm friendly content. This feud came to an end with the Panda update, where the school favouring the reader based content won. It makes sense too, since the content on the web is catered to the clients, and should be easy to read. Relevant and engaging content is ultimately the best way to build audience and bring in better traffic.
- Social media presence: Ten years ago, social media sites were not as prominent as today; as a result, they were largely ignored by businesses for far too long. A strong presence on social media sites such as facebook and twitter is a norm for any business establishment today- be it a large corporate giant or a small start up. The social media presence is of utmost importance because it provides a transparent and efficient communication channel with your clients and helps you tap into a specific consumer demographic quite easily.
These three points are essentially the backbone of digital media marketing, focussing on key aspects of recognizing and catering to the client requirements effectively. This requires you to constantly update your SEO strategy and evolve your work practices accordingly.
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