Google Levels the Playing Field For Search Engine Optimization
Several top search optimization educators have been sounding the horns: Google has been changing, and is preparing to launch a major overhaul of, their content ranking methods. Ultimately, search personalization will see to it that each person has different search results… for the exact same search.
Google knows where you’re located based upon an IP address [numeric identifier specific to your computer and Internet service provider] so, while it is certainly a factor, it won’t really matter whether you’re logged into a personal Google account or not. With this information, they can track prior search history and determine what your future search results should be. If you search for “java” they can make assumptions about the intent of your search and that you are looking for coffee; whereas another person’s previous search results may show they’re looking for computer code.
We’ve been beating this drum at Kinetic [ How important is Page Rank ] for a long time now, but rather than us listen to Google: Udi Manber says, “The goal is always the same: improve the user experience. This is not the main goal, it is the only goal.”
The reality is progress: what’s hidden in Manber’s point is that chasing a “quick fix”, rather than creating good content, for search engine optimization is not only their right to fight, but their objective. Because there has been so much gaming around links, the value of your site’s link structure [ PageRank ] will lessen versus newer methods of rank comparison. Google’s vast data shows them that the highest quality organic search results foster higher search loyalty. More searching at Google, as opposed to the competition, fosters more pay per click and that drives their business.
At the end of the day business people fighting for online visibility should accept that the winning formula is a commitment to consistent, on-topic content coverage. And that’s not so bad because when it comes to your business the appeal you need to receive a searcher, a subscriber or a referral will simply depend on a willingness to publish what you know, see, hear and have to offer. Simple, affordable and fair!
Sure, you’re going to have to look at your analytics, to measure traffic, bounce rates and overall activity in order to gauge what content is working, but today’s SEO is different. It’s content, being informed about how to create content and having a good technology platform to format & present content!
Give us a holler, we can help.
Contributed by Chris Frereckschris@kineticknowledge.com
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