Anyone who has followed the drama over the last few years as far as search engine optimization and the ongoing changes that Google constantly makes in order to improve the quality of the results that it delivers has heard the arguments that seo is dead and there is no longer a system of optimization that works in order to increase rankings. There is nothing further from the truth, because to subscribe to a belief that seo no longer works would be to believe that Google’s rankings are random, and that there is no system in place on their end that determines placement of one website over another. Because there is nobody out there who actually believes that Google shows random results, proven by the fact that you can go to Google on any day and see roughly the same results for any search as another day (meaning that if they were random results you would see different listings on different days.) The fact is that Google is using specific triggers to determine the value of one website over another, and the manipulation of these triggers in your website’s favor is the very essence of search engine optimization. In reality, those who say that seo is dead are actually referring to older systems of automation where computer interaction or systematic link building in volume was the way to get high rankings, and since Google has devalued those types of links people no longer have a good method of automation of the process, leading them to say that seo is dead as a process itself. In reality, the modern version of seo is to do the things that Google is currently looking for, which is based on an ongoing calendar of content creation that is either housed within a website or placed in spaces that link back to that website, and the promotion of that content itself. This is modern seo, and agencies or companies that do seo professionally either need to adopt a system that embraces this fact or they will continue to get poor results. Unfortunately, the ones who ultimately bear the brunt of poor seo work are the clients, and because system automation programs replicate the work that people have grown used to producing results from, the public is generally unaware that these types of systems no longer work. Seo agencies and freelancers continue to exploit customer’s lack of knowledge in the form of three month contracts, where customers are informed that the typical seo timeframe for results is three to six months, and therefore a commitment of that length is necessary. After three months and poor performance, the seo firm is off to the next customer leaving the current client holding the bag, having paid for services that produced poor results.
The process of search engine optimization in the modern world is one where a company or an individual commits to producing engaging and unique content on a subject that fits into the business model of the client’s business, then distributing it across their website or related spaces. The content itself is the method whereby Google understands what the topic and subject of the website is, and the library of content within an interlinked website allows Google to understand the level of depth of knowledge on the subject that is being portrayed. Google wants to rank the most informative spaces on a subject over the ones with less quality information, so the process is to produce a theme over the scope of a website, and not just individual articles on a subject that have little to do with one another. If the website is about seo, then the majority of the information on that website should be about seo in order for Google to view it as an authority space. If there is only one or two pieces on the site about seo, with the rest being about traditional marketing techniques, then there is little chance that the site will rank for searches that have to do with seo.
The other crucial element of building rankings today is the promotion of the content that is created. The articles are just the first step, and you need to find ways to create links back into the website and to that content from spaces that are dealing with the same subject matter. This is the true crux of seo in the modern world, the process of finding good and powerful spaces that are dealing with the same subject, and then getting links back to your pages from them. This is how Google understands that your content on the particular subject is better than a different website’s content on the same subject. You both may be using the same terms and phrases, you both might be unique and you both might have roughly the same length, the same meta-data and the same type of website. Google thinks that if more people from unrelated spaces that are not controlled by you find your content interesting and then share it with their own readers by linking to it, that it is a concrete method of understanding that this particular content is good. The process of content promotion itself is the real key to rankings and seo success.When we develop the content on a client’s website, we follow the process of writing in a specific way that gives Google the cues that we want it to see. We use the terms, the comparative terms, the meta-data and the assumed lengths that Google wants. After we put the content into the website or the associated site that we are building up, we then use a promotion process to get word out to other websites that the content exists. The process involves spreading the word through social media profiles, social bookmarking and press releases, as well as drawing on established relationships and networks where people interested in that subject matter will be located. We ask for their participation in promoting the content by asking them to share it or link to it. There are no expectations that a certain piece of content is going to get so many links that it alone pushes up rankings, but instead the process looks at each new promoted content piece as a brick that builds the rankings. Google looks at the interlinked website as a whole, looking for a theme. Therefore each piece of new content on the target subject is simply the next addition to that theme that increases the rankings over time as more people find it, share it and link to it. The reason that people think seo is dead is because there is no way to automate the process anymore, and now it involves work. You have to spend the time to write about the subject, research new and novel ideas about the subject, participate in conversations about the subject, promote the content to people who are interested, and then repeat the process over and over again. This is the method we have always used over the course of the seven years we have been in business, and this is why our rankings are consistent. Other companies attempting to take the easy method of seo may outrank us for short periods of time, but their methods will sooner or later be devalued by Google and they are then pushed down in the rankings, rarely to recover. Using a process that adheres to the methods that Google is looking for assures that you will stand the test of time, no matter what changes Google makes in order to make their results better. Companies like ours welcome major algorithm changes, because they always benefit us. What we are doing is exactly what Google wants, so every time they wipe out the rankings of those who cheat at seo, we benefit from it.