How Search Marketing is Changing in 2012

If you are involved in SEO or online marketing in 2012 you may feel as though your head is spinning with the constant changes to marketing practices. It can feel overwhelming trying to keep up with an ever-changing industry. Just when you think that you’re getting to grips with what’s happening – Google moves the goal posts. Or does it?

For the last few years there has been one constant saying that has been repeated again and again – not only by Google engineers or SEO experts – but by pretty much anyone involved in any kind of internet marketing. Yes, “content is king” This phrase has held firm and true throughout countless Google algorithm updates that are rolled out to reduce spam results in search and improve the quality of their results.

 

 

The Google Panda update, one of the most talked about algorithm updates in SEO history, was a major attack on spam by the search giant. Google now looks at the “time spent on site” by your visitors to determine whether they are receiving a high quality experience for their search term. It is not very difficult to understand what the phrase “high quality” means – unique and relevant.

In 2012 it’s no longer enough to produce post after post of poorly written content. If your users struggle to understand what you’re writing about then so will Google. It’s not enough to build a few anchor text backlinks from low quality directories back to your website and NEVER be tempted to pay for a link.

To build on your own websites authority you need to gain votes (or links) from other “high authority” websites. If you produce a well written post that is on topic, unique and either informational, funny or ironic and then promote it via social media channels such as Facebook, Twitter, StumbleUpon, Pinterest, Digg etc you are reaching out to your core fanbase and saying “hey check this out!” These are the people that will share your content and virality is important. Infographics are huge at the moment. They are informational and easy to share since sites such as Pinterest exploded into social media networking. People like pictures and they don’t take too much concentration. If you are blogging and your content is good enough to create a buzz, you may even gain a natural link or two back to your site. Remember to include a picture in every post.

In conclusion, the key is DON’T create content purely for the purpose of SEO. Create content for your audience and promote it to them. If your content is good enough then the SEO should take care of itself.

Author: Hayley Reeve is a Search Analyst and Online Marketing Strategist for Silkstream Web Agency – Providing Web Design in Essex.

 

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