Getting Google to Take Notice of Your Site

Most forms of online marketing rely on visitor response and behavior, including PPC users, social media managers, and designers and writers. An SEO expert, on the other hand, isn’t concerned with anyone who goes on the site; just with whether or not the site appears on a Google search result. Most online marketers take opinions into consideration; so does Google. Its goal is to satisfy users by providing relevant webpages as results.

In doing so, Google still charges for paid ads even as they are becoming less dominant. With SEO, the techniques are what enable websites to rank on a search engine. The goal is simply to get people there by tailoring sites to rank high on the list.

An Evolving Search Engine

In the beginning, it didn’t make sense just to give visitors a good experience. Google didn’t read pages that way. It took keywords, tagging, anchor text, and even link building tactics. The many algorithm updates have been headaches for some, but have given the search engine human-like qualities in the way it interprets webpages. Nobody knows what Google will do next. Some panic at the thought of it. The truth is the search engine is looking for sites which appeal to visitors. A site that’s good for visitors is good for Google; in fact, it has led many SEOs in the right direction in terms of online marketing.

From Then to Now

In 2010, there were some effective white-hat SEO strategies. Handling these requires a different approach in 2013.

• In 2010, keywords were the way to get a top ranking; use it in the title and occasionally in the content, and it worked unless there was keyword stuffing. Upon the last major update, Google attained the skill of understanding synonyms. It can tell if a keyword is related to other relevant terms so using similar variations is effective. Use phrases describing products and services, and surveys help too. With these, you can see how customers emote towards your brand, why one needs it, and how to shape your brand personality. Customers will feel more you are speaking to them when they go on your site.

• In 2010, HTML tags were considered essential on a webpage. Nowadays, Google knows where the text is to gauge its relevancy. It is structured to analyze a page’s design and how people interpret it, which is how online marketing and SEO are becoming more integrated. Being technical, however, does not automatically make one a good designer because text is helpful for rankings and visitor satisfaction.

• In 2010, link building was still strong, but Google had started separating links from bad sites. There weren’t penalties yet. By 2013, a lot of websites were put out of commission from bad link building strategies. Today, you can’t buy a link, and any blogger or writer understands the value of the link they choose use. Any link should lead to similar products, services, or information; the content can also discuss its relevance and why it matters.

• In 2010, you could rank for a keyword by linking with it. Many paid for such links, using a target keyword, even writing completely unrelated information with them stuck in. Links to a site now must be related to brand names, etc., or Google won’t recognize them. People will suspect a scam if they don’t recognize what they are clicking on, and so will Google. Creating links should focus on brand awareness, and getting people talking will also do the trick.

Brand awareness has much value across the country. Building it requires more than matching content with search terms; you must build and nurture a relationship with customers. Depending only on Google to attract visitors works only until it changes stuff around again. Competitors also soon figure things out and gain an edge. Concentrate and invest in building your brand as much as everything else related to online marketing.

As for SEO, the technical side still exists. One must identify their competitors and understand their products, services, brands, and strategies. Their use of search terms is important to consider too. Online marketing is more than just SEO; it requires attention to your brand and a series of strategies which work together.