SEO is never a magic rod from the wonderland of Alice

Seo MagicDo you still believe that SEO consultants are transformers, boosting your business and spiking up your revenue chart, over night? If you think so, high time to change your attitude. Some of our clients even shared with us that PPC is better and effective than doing SEO waiting to enhance site credibility. It’s still shocking to see people focus on short term goals rather than focusing on the future which will be much brighter than their present.  A survey run by Webmarketing proves that SEO (70%) holds twice the customer satisfaction compared to PPC (20%).

SEO, dead?

Matt Owen of Jellyfish, wrote an article titled, “SEO is still vital for businesses today, but its long-term future looks doubtful” in Guardian. His concern was on small businesses, for how they find a place in the search results among large players. “This in turn means that SEO campaigns can only be justified by larger players, leveraging existing and expensively gained domain authority to launch new products within an established category,” says Matt. Then his concern was on mobile search booming and the dominance of ads in search results displayed over smartphones – “For the majority of search terms, the page will be dominated by paid listings, enhanced with eye-catching ad extensions such as user reviews, click to call, maps etc. Not much natural visibility there.”

Interesting comments:

  • Mobile and other related industries, for example, social media (reviews) are relatively new for marketing so less people are spamming those at the moment. But with the growing importance , more and more people will start spamming those as well- so Google will have update its algorithm to address such issues. Then there can be a third 'P' update - then might be 4th, 5th.... If you do SEO right, it can have very long-lasting results that is why businesses are always willing to invest in it.”
  • “This is a great free advertisement for the Jellyfish agency. I see it contains a link at the bottom - from the Guardian site to Jellyfish. That, my friend, is SEO in action. SEO is dying is it?”
  • “Search Engine Optimisation is about ensuring search engines display you at the right times to the right people. That does not change with mobile and Google Now will not change it. Google Now is powered by a search engine. Traditional SEO doesn't work on personalised and location-based results, but evolved SEO will be able to.”

SEO is never dead, long live SEO

Chris Pitt of Vertical Leap replied to Matt Owens’ article again in Guardian. Chris says, “Where there is an option to search there is opportunity to be found, but you need to make sure you are optimized to be seen.” Yes, of course your brand should lead the list for people to find easily. He adds, “For that matter, what future is there for Google if they, a search engine, stop providing variation and choice?” He puts in clear cut explanation to the existence of SEO over a long run, and the operations will occur on a varied plot. Evolves! Chris concludes as, “The SEO industry will not die. Not while there are a) digital landscapes b) options and c) people to use and search for them. Of course there will be change, but then every industry changes. What remains is that there will always be a need for search; and if it can be searched, it can be optimized.”

Interesting comments:

  • “When you look at social media agencies and content marketing providers it is clear that some new areas have been added to the umbrella of SEO (like social media marketing) whilst others remain a constant (like the need for content). As Google and the other main search engines change, adapt and evolve so too does SEO. To remain on top in an industry you have to adapt and evolve SEO arguably does this better than almost anything else.”
  • “Remember all those typesetting companies that were "going out of business" when everything went to desktop publishing? They evolved into design and repro houses. Those repro houses, when they were no longer needed in the print process, evolved into web design and online marketing companies. Publishing has evolved. So will SEO.”

Interestingly, this article got more shares in the social media than that of Matts’. Both were published in the same outlet and obviously no question of branding, and so on.

Matt Cutts as usual changes opinion

Refresh an old announcement by Google regarding Google+ signals’ influence in search results,

“+1 gets conversations going. Click the +1 button to give something your public stamp of approval. Then, if you want to share right away, add a comment and send it to the right circles on Google+.

The next time your friends and contacts search on Google, they could see your +1. You’ll help them find the best stuff on the web – and you might just start up another conversation!”I

Here in a Youtube coverage titled, “Power Searching with Google Hangout on Air #2”– Matt Cutts confesses that Google +1’s signals could become a metric that they would look to consider in future years but at the moment, there is no direct link between the two. Now this is even shoddier…err…

Infographic – Failed Predictions over the Death of SEO

An infographic on the failure of SEO’s death predicted forecasters in Search Engine Watch, shared the following reasons for the SEO will never die:

  • Search engines like to use the open angle to give publishers incentive to mark up their content so that the search engines can extract and displace large chunks of the value chain
  • Historically supporting privacy in private has been valuable for search companies when negotiating content licensing deals with media companies
  • If people realize that they were looking at nothing but adds on a search engine they would do their queries elsewhere
  • If there are organic results the search engine can cast blame outwardly when something breaks

Interesting comments:

  • “Everyday it seems another one of these articles comes out. Give me a break as long as there is a need to rank websites; there will always be a demand for SEO services. Even though SEO has changed over its time its certainly not going anywhere. Anyone who disagrees is clearly mislead.”
  • “There will always be a need for SEO but we need to keep up with the change in digital marketing trends and think brand and user message first, search engines second. The search engine are not buying from you so there is no point in having a great position for target phrases if no one buys once they enter your site.”

Black Hat’ers

B2C opines, “Search Engine Optimization, in theory, is not against the rules of the search engines.”

SEO becomes complicated day by day and seeking help from SEO experts is vital who wish to legitimately and sustainably stay on top of the latest developments. No matter what your outlook on Google’s algorithm updates is, at the end of the day the most important thing is to adapt your site as per their requirements and ensure your optimization procedures are very natural and as sustainable as possible. No bad or tricky stuffs happening behind, so well will be your website’s credibility. Differentiate a professional from novice.

Google – Think out of the box

All discussions should not be centered on Google. All big companies should be overtaken by newer and updated technology. That’s the rule of nature. Altavista/Excite replaced by Google, and Myspace by Facebook. Maybe there is someone waiting in the wings that Google doesn't see coming.

SEO is never a one time job, once done and left never minded, hoping for results to follow wherever you go. There were times when websites believed that they mastered SEO, when Google ripped them off bringing in the Panda and Penguin updates. Fast Company’s interesting comment on algorithm updates worth noting is – “Both the Panda and Penguin updates contained very clear messages for marketers: stop focusing on technology and tricks and start focusing on people. If your website appeals to people, it will appeal to Google's algorithms too.” SEO experts and webmasters are trying to come out of Google updates released now and then, either with official announcements or without such a tag. SEOs should focus on identifying problems, implementing corrective measures, examining results, refining the path further, and recommending to their customers.

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About Prejushya Kalicharan

Prejushya Kalicharan SEO is a challenging field and I try my best to surpass this challenging environment which is unconditionally filled with opportunities, knowledge building and problem solving. I pursue what I .... more info