SEO Alterations to Keep Up With Google

If you have a website—and let’s face it, every business needs to have one—then you obviously care about your Google™ ranking. Have your usual tricks for staying at the top not been working as well as they used to? Google has made some adjustments to their ranking algorithm, and your search engine optimization or SEO strategies will have to adjust to keep up.

First of all, you may have been noticing that Google is weighing links and has been doing so for a while. What does this mean? Not all backlinks are created equal, and some are for the purpose of SEO. Google knows this and is hitting back. Case in point: If a website links to too many other sites, the links it provides carry less weight. Thus, sites designed to raise rank via backlinking don’t do as much good as they used to. One real link may be worth dozens of forced ones.

The other major change involves analytics. Anyone used to be able to view searches that were done anonymously, i.e. while not being logged into a Google account. Now all Google searches are encrypted, making it tough to see the analytics on which keywords you should be using.

Finally, there are the ongoing adjustments, which isn’t so much about algorithms as it is about the Google search process. People are getting more specific in their searches in an effort to pull up the right information. Google is now adjusting to provide better results for those who use long tail keywords.

What does this mean for your company? Specifically, it means that Google is trying to stop marketers from being able to force their way to the top of a search. That means you’ll have to start earning real links by providing legitimate content that users will want to share. People will have to want to organically promote your site, rather than have marketers promote fake links through bogus content stuffed in the corners of the Internet. It also means more work for researchers on learning what keywords are the right ones to use.