WHAT SEO USED TO BE LIKE
SEO helps major search engines—and, by extension, the people using them—find your business. Most, if not all, SEO tactics are designed to tell search engines why your site should appear when someone searches for something.
For example, if I own a submarine sandwich shop in Phoenix, Arizona, I want people who search "sandwich shop Phoenix" or "party subs Phoenix" to find my site—even if the words "sandwich" or "party subs" isn't in the name of my business.
Today, good SEO involves creating content that works for both humans and search engines.
Today, good SEO involves creating content that works for both humans and search engines.
However, in the past, there were ways to "game" the system, by stuffing your content with a ton of keywords. For example, it used to be that to get ranked for a search of "sandwich shop Phoenix," you'd want to write something ridiculous like this:
"Sandwiches are available in Phoenix sandwich shop. Shop for sandwiches in Phoenix, and you'll find a sandwich shop that has Phoenix sandwiches."
Let's be honest: that hurts your brain to read, right?
Well, the good news is that doesn't really work anymore. Google and other major search engines have become a lot smarter and more discerning about how they match content to results on a search. Here's the better way to do it:
"Norman's Sandwich Company has the best subs in town. We're also known for our famous 'Rudy's Reuben' sandwich. We invite you to stop by and try one for yourself."
WHAT ARE SEO BEST PRACTICES RIGHT NOW?
- Write good content that humans would like to read, and search engines will want to read it, too.
- Be flexible, because search engine algorithms are constantly changing.
SEO IS CONSTANTLY CHANGING
When it comes to SEO, change is inevitable. It pays to be flexible and willing to adapt to the next search engine algorithms shift.
This is why 5 Fold marketing doesn't break down our SEO product into individual components. As part of your overall marketing package, we want to keep your business' SEO nimble and able to adapt, add new components, or drop what isn't working.
ABOUT GOOGLE'S ALGORITHM CHANGES
Moz Content—one of the web's most trusted names in SEO news, forecasting, and models—keeps an ongoing log of all Google algorithm changes, which includes a description of what each does to the overall search engine function.
One of the cooler features offered by Moz is the Mozcast. This "forecast" predicts what the Google algorithm changes might be, much like a weather forecast.
One of the cooler features offered by Moz is the Mozcast. This "forecast" predicts what the Google algorithm changes might be, much like a weather forecast.
Essentially, the "warmer" the weather, the more Google's algorithm has been changing that previous day. It's a great way to get a snapshot of what's shifting in the SEO world, and probably should give you a good sense as to how fast-changing the industry really is.
WHY DOES THIS ALGORITHM MATTER SO MUCH?
In short, because Google is the world's most prevalent and dominant search engine, and feeds into a lot of other related apps—like Google Maps—that people regularly use. As of February 2016, the market share breaks down like this:
- Google: 69%
- Bing (Microsoft): 21%
- Yahoo: 12%
- Ask.com: 1.7%
- AOL.com: 0.9%
This being the case, while 5 Fold optimizes with Google in mind, it's not at the exclusion of the other search engines. In truth, good SEO practices help your site be found on all reputable search engines.
WE KEEP UP WITH THESE LARGER CHANGES
Our goal is to stay ahead of Google's algorithm changes, and be both flexible and adaptable when the direction of SEO shifts. This, in return, generates better results for the client over the long-term.