Updated search algorithms for Panda, Penguin and Hummingbird have taken the focus off of link building and placed it on content and social sharing
Google’s Penguin, Panda and Hummingbird search algorithms affect around 90% of online searches, according to Search Engine Watch, a website that does analysis of the search engine industry. These algorithms take out “bad searches” such as websites stuffed with keywords, filled with duplicated content and containing manipulated links. Higher search rankings are now dependant on the originality, quality, and relevance of content. SEO by definition is “the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results”. So how have things changed?
The major change with the now focus being on quality content is that “Black Hat” techniques like keyword stuffing and backlink spamming will now hurt your website. Many people have used these techniques in the past and their websites are now suffering from doing so. What was once a high ranking site a year ago could now be in “Google jail” and not found in the search results at all. We have seen this with clients we have on boarded and fixing these websites to get them back ranking is both arduous and time consuming. These site could be suffering from having bad links passing juice to their sites from “link farms”, irrelevant blog posts, and spammy directories or having page after page of keyword stuffed content with no real value to the reader.
Hummingbird has changed the game
Google’s change is fantastic for the end user because when they type in a search query now they will get results that have fresh relevant content that answers their query and not a bunch of sites that have “gamed the system” to get to the top of the search results without having anything substantive to provide. Sites that are now ranking well do so because they have strong relevant content pertaining to the keyword queries they are written about. Google Hummingbird’s movement toward a true “semantic search” favors content marketers and the end user alike because Hummingbird uses semantics to establish what searchers are really looking for with the search term they use. Hummingbird was created to expand upon Google’s Latent Semantic Indexing (LSI) algorithm to the search term use by Google users. LSI has been used by Google to establish the real content on your site for indexing purposes.Google believes that with this knowledge it can provide web pages that are more relevant to a search query.
What does it all mean to Content Marketers?
All of these changes have been made so that Google’s search results will be a true reflection of the content of a website pertaining to a query made. Enter Content Marketing. What is content marketing?
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Content Marketing’s purpose is to attract and retain customers by constantly creating relevant and insightful content and sharing it across multiple online platforms. This is an ongoing process that requires work on a day to day basis as opposed to just buying your position in the search results. You build your reputation, maintain it, and own it! This is EXACTLY what we do here at Shark Bite SEO. We work on our clients behalf on a daily basis constantly creating and sharing unique relevant content for them.
If you would like to learn more about how we can help you show up better in the search results for your targeted keywords Contact Us today!