Run DMC and Google Want You to “Keep it Fresh”
Whether you’re spitting rhymes about gold chains and Adidas kicks, or shaping your web strategy, one thing is essential… "Keepin’ it fresh."
Fresh content is unique and engaging, and Google likes that.
It seems nowadays, the Google team wants your website to keep content as fresh as organic veggies, by updating information weekly, if not daily.
It has been quite the year for search engine marketing strategy. What was a relatively stable way of doing things is now totally flip flopped. Ever since Google’s Caffeine update in 2010, it seems that marketers are constantly keeping one eye on Google, trying to understand what to do, and how to do it best. Currently, search engine optimizers must focus on restructuring their websites, producing better content, and disseminating this content on social media.
As the landscape continues to shift one thing is for certain, Google doesn’t like low quality material; and what was once a mass strategy to publish and disseminate as many pages as possible is now a systematic approach to index and push high quality material.
In April last year, Google unveiled its Caffeine update which allowed indexing in almost real time. It became blatantly apparent for search engine marketers after the Mayday update, how non-unique content is punished within their algorithms. In November 2010, Google Instant sent shockwaves through search engine land, as people proclaim, "SEO is dead."
What Are The Experts Saying?
Truth is, SEO isn’t dead, it is just fragmenting as search engines find better ways to index and understand content. Here are a few of my favorite takes on our current search engine landscape:
"Maybe the problem isn’t the thin content that users detest seeing in search results. Maybe the problem is with SEO itself. The purpose of SEO is to achieve top rankings and visibility, maximum impressions and clicks in SERPs"- Adam Audette
"It’s the epic frenemy battle of SEOs vs. Search Engines that whittles the SEO techniques down to what eminently points to no other option but to have a great product. What is a great product? It’s a site that people want to go to, return to, share with their networks, email their friends, etc., (aka building natural links and "buzz"). Get it? Great content and natural links and buzz = the new SEO"- Laura Lippay
“Rules of engagement:
- Write meaningful posts.
- Help people.
- Solve problems.
- Promote these posts, socially and otherwise.”- Mark Jackson
How Prevalent are Google’s Changes?
SEO really isn’t anything to freak out about. SEO best practices really haven’t changed too much since 2010. High level strategy may have changed somewhat (emphasis on different SEO tactics), but the people who cut corners are often the ones crying when Google changes an algorithm. We all know that, even though Google’s algorithm will continue to adjust, quality content and best practices will remain current.
Everybody seems to think that Google is moving towards search personalization and social integration in their search results. However, something I found rather ironic and funny is the fact that Google returns only one site that has been published in the past year for the unfiltered search term “fresh content seo” (see screen shot below):
Regardless of this irony, to stay in the safe zone, and continue ranking for search terms on Google, shift your high level strategy to incorporate daily content disseminated through social media. Focus on solving problems with your content and promoting this on multiple different mediums and will be ranking for years.
This is a guest post by Matt Krautstrunk. He is a writer based in San Diego, California, providing insight on topics ranging from social media marketing to merchant services for Resource Nation. Opinions expressed in the article do not necessarily reflect the SEO 2.0 views.
* Image source: Urb.com