Changing Landscape Of SEO

June 20, 2013

Tech News

Whether it’s increasing traffic to someone’s website, or dealing with mobile advertising solutions, search engine optimization has always played its part. However search engine optimization, or SEO as it’s often called, is not a stagnant thing. The rules are constantly changing, and it’s for that reason that if someone wants to stay on top they have to make sure they stay in the game and keep up to date on the latest changes.

Recent Changes in SEO

Search engine optimization sounds simple on the surface. A search engine has a list of websites that correspond to a given search. Using algorithms and formulas, it then decides which ones on the list are “best”, and it puts them in the appropriate order. While that often works just fine, it can also create issues when the rules change.

As a quick for instance, Google recently changed its search engine’s rules. It used to be that, in order to get onto the first page of search results, someone had to have a highly optimized web page. However, this led to a lot of web pages that, while they met all of the requirements of the optimization, they held very little information or content of real use. As a result Google changed it’s requirements, which meant that any page which used the previous standards of “optimized” was now going to be considered “over-optimized”, and would likely register as spam until it was fixed.

Why The Changes?

If something isn’t broke, then why fix it? From the website owner’s perspective it might not make sense why the guidelines are being changed, and why they now have to use a completely different set of rules to make sure they get onto the front page. However, for those who are looking at the bigger picture, it’s pretty clear why the standards are subject to constant change. They no longer provide what the website in question needs.

When Google looked at its search results, for instance, what it saw was a number of websites that, while they met the guidelines, simply did not provide good, actionable information or the sort of content that users wanted. So, in order to encourage attention to good content first, and to put search engine optimization as an accessory to that, Google changed the rules. The change was meant to encourage well-written content to take the lead in the search results, rather than constantly putting web pages that were technically correct that offered very little of value. All the web master can hope to do is keep up with the changes, and create solid content that will get views even if it isn’t over-optimized.

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