SEO has lived an interesting life over the past several years. In what has been a fairly short period of time, it has evolved from keyword stuffing, managing density, backlinking, and trying to manipulate outcomes through various paid advertising, image tags and search times.
Unbeknownst to many small businesses, and even, digital firms, Google has taken the reins of search prioritization back yet again–and if you don’t know the new rules of the game, you might just be left in the dust.
The freshness factor. Google is dedicated to staying at the top of search relevancy, and for now, much of this is dedicated to delivering what is the newest, and most relevant, the fastest. You may have a brilliant blog posting schedule but if it’s not both relevant and frequent, you’re missing out on search activity.
What you say matters. Web marketers used to be overly concerned with headlines, subheads, title and mega tags to manipulate search relevancy, but Google has changed the game again. On top of those factors, it’s now pulling data based on what you’re saying in the piece that is relevant. Witty headers aren’t going to get you very far in the new Google search world.
Multi-language algorithms. If you’ve got an international audience, you need content in more than one language. Google has made its search algorithms more sophisticated by delivering content results in the language that matches the query. If you’ve got a customer base that speaks anything other than English (or want one), you’re content better be in that language, too.