This scary question lurks the digital marketing industry as Google updates its search algorithms more often than as it did the previous years. Some practitioners fear for their jobs while business owners fear the lost of business opportunities that SEO strategies used to bring. But fret not since SEO is very much alive. In fact, it is getting better. Here are the reasons why:
The Continuous Campaign for Quality
Penguin, Panda and Hummingbird, these Google algorithm updates are some of the many updates that Big G has launched towards to fighting spam and promoting high-quality content that can further improve the over-all user experience. Remember the time when you click a link from SERPs and all you see is a junk and spun article with no real value? Then you wonder, why is this piece of crap ranking at all? Had been bad websites keep on ranking; do you think users will still use Google? Of course not! Had been Google did not refine its search, the industry won’t be as flourishing as it is today. Search will have less credibility, less users and of course, less demand for practitioners. Since Google is on the top of the food chain and is driving the initiatives in the future of search, it has to continuously innovate its platform to deliver only the best results.
No More Gray Areas
Organic search is much easier to define now, unlike before, we need to run a test on various website elements to see which factors are given more importance by SEs. There were keyword density, keyword proximity, page rank sculpting, link networking, meta scorecards and other algorithm speculations. Today’s SEO is very obvious, whatever you’re touching on-page or off-page, aim for quality and great content. Write for audiences not for search engines.
The Continuous Evolving SEO Role
I remember years ago, our clients outside the Philippines treat SEO practitioners as just mere link builders than as strategists. In today’s environment, SEO roles have been sophisticated and more diveresed as ever. New wave of SEO practitioners function as business analyst, digital marketing strategists, content/copy writer, social media manager and Webmasters. In an SEO industry survey done by Moz, top activities performed by SEO professionals nowadays involves analytics, content writing, brand strategy and social media marketing. The evolution of search also triggers the change in the job roles that an SEO practitioner has to fit in.
Google Don’t Consider SEO a SPAM (wooh Thank God!)
We all know that Google is doing its best to fight spam and the good news is, we are here to help businesses make their website more search-engine friendly. Matt Cutts himself clarifies and acknowledges our (SEO) role and how we can be of help to the entire industry. In a nutshell, since SEOs are exposed on Google’s initiatives, our role is to help website owners comply to the best practices needed in order to rank in to SERPs.
Long-live SEO – An Assurance
Though I am not directly from Google, it is very obvious that its bread and butter is search advertising on both mobile and traditional platforms. SERPs (search engine ranking pages) triggered by keywords is Google’s biggest inventory, without organic listings, they could not sell anything online but display ads on Gmail, Android and other partner sites which still doesn’t make up the bulk portion of Google revenues.
SEO is still very alive and is very much growing. It will exist until search exist but in order to win the game of SEO, businesses and professionals should have the speed and flexibility in adopting to Google’s commitment to quality.
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