Google represents ~67%+/- of search share. However 93% of internet users prefer Google for search, making Google the first threshold for search.
If you’ve worked with us, attended one of our SEO Training Programs, or read our materials, you know that for years we have promoted search engine optimization as being much more than “keywords”. This is new thinking for many organizations seeking to leverage organic search to bring traffic to their website.
Good SEO is all about providing your customers what they seek in the way search engines can quantify it. When you deliver quality content within a quality user experience, search engines reward you with visibility at the top of search.
– Rebecca Murtagh
Google validates a strategic marketing approach to optimizing assets to reach customers with quality content, rather than a purely keyword approach. This resonates with Google’s shift from “word based index” to the knowledge graph, which many SEO’s are struggling to grasp. This is exactly why long tail SEO is so important. And, why you must continually update your digital imprint with relevant content, meaningful to your audiences. Of course your assets must be optimized for search, and White Hat SEO is the preferred method by Google.
Don’t take our word for it...
In a recent blog post (see excerpt below), Google explains what good SEO is, and how effective ‘White Hat SEO” is in creating a quality website according to Google and other search engines.
“Google has said before that search engine optimization, or SEO, can be positive and constructive—and we’re not the only ones. Effective search engine optimization can make a site more crawlable and make individual pages more accessible and easier to find. Search engine optimization includes things as simple as keyword research to ensure that the right words are on the page, not just industry jargon that normal people will never type.
“White hat” search engine optimizers often improve the usability of a site, help create great content, or make sites faster, which is good for both users and search engines. Good search engine optimization can also mean good marketing: thinking about creative ways to make a site more compelling, which can help with search engines as well as social media. The net result of making a great site is often greater awareness of that site on the web, which can translate into more people linking to or visiting a site.“
White Hat SEO is Rewarded
In the post, Google goes on to explain that “white hat SEO” deploys marketing, but that “black hat SEO”, “keyword stuffing” and link schemes are considered “web spam”. Which is why it is imperative to begin with website strategy, architecture, content planning and comprehensive optimization if you wish to create a website of good quality according to Google standards. This post also sites the “page layout algorithm” which reduces rankings for sites with little content above the fold…which is why we work with our clients to leverage best practices in SEO design when working with internal and external website designers.
How Google-Friendly is Your Website…Really?
Perhaps the most important takeaway (and how we have built our proven methods, shameless plug : ) is that you must deploy an optimized website, and continually adapt. Good SEO firms understand what Google is looking for, well in advance of Google announcements and blog posts.
Proven methods sustain search engine algorithm updates extremely well. So, as many “SEO’s” are scrambling to recover, websites that have deployed “white hat SEO” methods, continue to do well, even amidst Google Caffeine, Panda and Penguin updates.
These updates have served to segregate those who truly understand how to optimize for search, and those who are constantly trying to scam the system. Truth is, many former SEO specialists are turning to paid search as a primary source of revenue because they simply cannot adapt to the rules of organic search engine optimization.
Karner Blue Marketing is known for staying ahead of the curve in the search industry when it comes to translating “rules” into methodology and actionable practice. This is a distinct competitive advantage for our clients.
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