This year (May 22nd) has seen Google update their much-loved and -feared Penguin software, used to govern SEO tactics on their search engine (I'll link to my previous SEO/PPC post at the end.) This update has revealed some interesting changes, which include a greater role bestowed upon the need for genuine 'earned' links, which Google prefers to come from social media opinion denotations, such as likes, re-tweets/-pins etc., in attempts to discern more about popularity. This has brought forth a new dimension of popularity, with Google now wanting "Authority" pages online that will be arbitrated through this online democracy of measuring opinion quantitatively.
Traditional metrics are being maintained such as link-building, bounce rates etc,. although now Google also wish to make even greater use of their Google Authorship Markup, in order to match content with the exact content creators, which will obviously help to identify individuals with authority and create synergy with any brands/companies etc. that they may be affiliated with or have written content for.
Personally, I think this seems to be where SEO is moving towards; digital marketing tools in general being co-dependent upon one-another to create a more three-dimensional picture, bringing together search and social to foster a more complete picture of 'popularity' on the web. Now that content is being advised more and more to be matched with creators on Google+, companies with terrible G+ pages (of which there are many e.g. Apple do not seem to have one -either that, or it's poorly optimised,) will find themselves left behind in the race to become an Authority. Let's hope SEO agents can move with the times and become more well-rounded as digital practitioners, marrying technical skills in SEO with creative skills in SMM; it seems that these flexible marketers really are the future, which is something we should all strive for.
LINKS:
- http://econsultancy.com/uk/blog/62848-penguin-2-0-how-to-become-an-online-authority?utm_medium=feeds&utm_source=blog (eConsultancy, On Becoming an Authority)
- http://www.socialmediaexaminer.com/3-successful-google-pages-and-why-they-work/ (Interesting Page on Good G+ Pages)
- http://econsultancy.com/uk/blog/62806-penguin-2-0-where-does-seo-go-from-here (eConsultancy, On Development Potential for SEO & Implications of Penguin Update)
- http://jbwalkerwriting.blogspot.co.uk/2013/01/search-engine-optimisation-pay-per.html (My Original Post on Common SEO/PPC Practices & How it All Works)
Thanks for Reading,
Jake
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