SEO is Dead… Long Live SEO!

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The calls for the death of SEO started shortly after Google’s sequential algorithm changes, named Penguin and Panda, nullified a swath..

of SEO strategies that were designed to manipulative search engine ranking systems. Rather than a death, however, the rapidly unfolding changes in search engine optimization were more like a royal succession where the death of one entity leads to the immediate replacement by another.

In this succession, the tricks and manipulative practices of the old regime were unceremoniously replaced by a new version of SEO that raises the standards for high rankings on search engine results pages (SERPs) by eliminating duplicate content, low value backlinks, and a host of other black hat practices. This ushered in a new form of SEO that requires mastery of:

  • The generation unique and high quality content – Content is officially “king” as links from spammy origins no longer work. Now, getting links that count is dependent on the creation of content that industry-related and authority sites will be willing to publish.
  • Social media marketing – Today, an SEO strategy cannot properly function without a presence on select social media platforms and the social signals that are generated from them. Like many of the recent changes in SEO, a shallow presence on numerous social media sites pales in importance to deeper engagement on selected sites.
  • Information architecture – The manner in which on-site content is organized is now far more influential in search engine algorithms as well as users’ experience on the site.
  • Constant analysis of what is working and what isn’t – Only by measuring a variety of data points on regular basis can SEO deliver consistent and long lasting results.

New SEO, in order to be successful, has to include content that has enough quality to get posted, indexed, and shared, while also focusing on delivering a positive user experience on the website. While delivering all this, it also has to have a dynamism that can keep up with a search landscape that can change on a daily basis.