26 February 2015
SEO best practises today are changing.
You should focus more on your brand's reputation, how people engage with that brand, and the quality of the product/service. In the end putting a focus on this should improve your rankings by increasing shares and natural linking across the web, but ultimately the focus needs to be on how your brand is viewed as opposed to its ranking position.
It is now all about what the searcher is typing into the search engine (think intent. You want to focus on keyword intent and long tail searches. This is where semantic SEO comes into play and getting creative with search queries becomes more important.
Thanks to the Panda algorithm, that took place with Google marketers learned quickly that content needs to be written for readers first, as it always should have been. Google Panda was a change to Google's search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of 'low-quality sites' or 'thin sites', and return higher-quality sites near the top of the search results. Content now focuses on relevance and engaging the audience.
Links nowadays must be earned. Today it's more important to build relationships and build links from relevant and authoritative sources. This does not mean that directories, forums, and other link building tactics are not longer an accepted practice, it just means that we need to be much more selective.
Today, social media is on par with SEO for the majority of companies. Although social media is technically still not a ranking factor for Google, the opportunities to connect with your audience and increase visibility have grown immensely.
It's important to make sure you're keeping pace with the trends and changes, evolving along with the search engines and constantly reviewing.
image courtesy ©quicksprout references