Everyone has heard or seen the acronym SEO, which stands for Search Engine Optimisation, but few actually understand what it really means. Google has maintained its place, as, by far and away, the best search engine for decades. When a consumer seeks a product or service, via selected keywords, Google ranks the websites chosen to, hopefully, deliver the desired result, with ten spots per page of organic search results. AdWords may top and tail this ranked list with a few click per view ads, but it is that first page position that businesses so desperately want.
Google Search Algorithms
Google achieves these page rankings via some highly complex algorithms, which remain shrouded in more mystery than the Catholic Church’s equation for achieving sainthood. As consumers we all appreciate the thought and effort that those Google people put in to their SEO. Businesses, however, are always seeking shortcuts to the top. Many companies and trading entities have sought to game the system through keyword stuffing and excessive backlinks to high traffic websites. Google has fought back with a nest of avian titled updates to their search parameters. There have been Penguins, Pigeons, Hummingbirds, and the odd Panda.
Metatags, Cloaking and Deep Linking
If you talk to the average Joe in the street, he and she, often, have no idea how the whole search rigmarole actually works. Mention things like high trust flows, citation flows, black, grey and white hatted SEO, backlinks, metatags, cloaking, and deep linking, and they will look at you with a glazed over expression and change the subject. I suppose, it is like the fact that few have ever understood how vinyl records trapped sounds, how cars actually work, and how computers do what they do. People just want them to perform and are not much interested in how they are able to do what they do.
The Subtle Realities of SEO
Business people are forced to try and get their heads around the SEO equation, because traditional means of marketing products and services, like print media advertising are dying off. Once again, however, the marketing manager wants results for his firm and products, but, often, fails to grasp the subtle realities of SEO. Companies try different SEO approaches, like in-house and out-sourcing with a variety of people and agencies, without ever really comprehending the nuts and bolts of the business. Sometimes they think they have got it in hand, but, then, Google will change the rules and their website rankings plummet. Updates will catch out those excessive external links and the blatant anchor text employed within posted articles. New strategies have to be quickly embraced by businesses and their SEO experts to right the good ship SEO.
The Standard of the Writing
The two chaps who founded Google, Sergey Brin and Larry Page, are the sons of academics. This is why the PageRank system is predicated on things like citations and high trust flows, because academic publishing is based on these premises. Google is, I think, also, interested in the quality of content on the internet. We have all heard the statement that ‘content is king’; and that the most honest strategy you can have when it comes to the internet, is to populate your website with high quality, relevant content. The standard of the writing, indirectly or directly, contributes to achieving that outcome.
Businesses Who Scrimp on their Content Marketing
Businesses who choose to outsource their content marketing to SEO firms who access dirt cheap writers in the third world are kidding themselves in the long run. They will have to pay the piper, sooner or later, when it comes to the quality of the text in their onsite content. Google will not adjudge second rate, misspelt, grammatically incorrect text to serve the best interests of those seeking, via keyword searches, whatever the product or service may be. Businesses who scrimp on their content marketing by paying peanuts to writers with English as a second language, will not sustain their rankings or achieve them to begin with.
The Internet: Our Repository of Languages
If books are going the way of the Dodo and the internet is to become our repository for the languages, with which we will teach our children, do not pollute the sea. Google does not want the internet full of poor communication and websites stinking of careless expediency. The written word remains an important art form for learning and inspiration; it is not all about making money my short-sighted friend. Midas Word writes quality articles and is committed to our “SpeakTruth” mantra in everything we do.