Google continues to upset the status quo with its search algorithm updates like the Google Panda and Google Penguin. Search Engine Optimization (SEO) experts are hinting at the doom of the industry, as you know it today, with claims that there is no longer the need to optimize your websites for search engines. Industry leading voices like Matt Cutts who heads Google’s webmaster tools division urge webmasters and content publishers to keep their works as natural as possible.
Yes, the future is natural, but that does not mean death of SEO. On the contrary, the time for SEO is now. The internet is evolving based on its environment. Its basic definition remains that it is an interconnection of computer networks. The computing devices that form it operate on the cue of people. It is safe to say, the internet is a virtual interconnection of people, or a virtual civilization as present characteristics show.
A chess game suffices to serve as an analogy for the current fate of search engine optimization. Google is the board, users form the pieces on one side and businesses, organizations, and SEO companies form the board’s pieces on the other side. The number one rule of chess is that you play the board, react to its position and attack on the same principle.
If you are thinking of gloom because Google Penguin update hates duplicate content and punishes your site for having irrelevant backlinks; your plight is understandable. All along, you must have been playing the search engine users; tricking them into thinking, you have what they want. It could be true, you have what they want, and your site has seen no significant slump in search engine referred traffic. It is misery unto the rest. Below is a solution you’ll find palatable, and it is nothing radical.
On answering the question of the future of SEO, a recent research report published by Econsultancy reveals a rise in spending by companies. The purpose of SEO according to the report is different today than it was last year. Businesses online are now looking for brand awareness as a goal of SEO. The message has sunk in well that users are humans best influenced by social and behavioral strategies. Google just discovered the social fact and is constantly working on updates to its search business that delivers ads alongside results.
The purpose of a search engine has always been to give the most relevant search result. A great artificial intelligence innovation continues to pop up on the internet and devices that connect to it. Voice and face detection are some of them. The rise of Web 2.0 also heralds more social activity and Google is responding to the new awareness. Now, to match the expectation of internet users, search engines must mimic human behavior and understand questions from users.
For Google this involves social network integration and link profiling to create an association gauge for relevancy and validate social proof of authority.
The answer you have been waiting for is this, you must adapt your SEO strategy to include as much social bearing as you can access. SEO now assumes its true role as a PR tool.
Let us know your views on the future of SEO and how you feel it may affect you. Share your thoughts below!