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The New Approach To SEO

Search Engine Optimization (SEO) has changed significantly in the last few years. What was considered White-hat SEO in 2009 or 2010 may not be so effective this year.

Search engines, especially Google, change their algorithm hundreds of times every year, which is one of the reasons why SEO is so confusing to many people.

Today, SEO is less about adding keywords to content and more about adding value to it. Of course, you can still find SEO companies and clients following a keyword-centric SEO strategy, but it is important to adapt to a world where search engines deliver natural, quality results.

Now 2014, SEO strategies have to focus more on content, simple site navigation, and site pages that keep up with times to ensure a stronger online presence. To understand this new approach to SEO, let’s take a look at what happened in 2013.

SEO 2 0 1 3 - What changed?

Search engines like Google have always been focused on delivering more relevant higher-quality results to users. In 2013, Google took a huge step towards this goal with its Hummingbird update. Before this the Panda and Penguin updates in previous years have signaled Google’s shift towards delivering more relevant content and getting rid of Black-hat strategies.

2013 also saw the introduction of backlinks and off-page factors, and secure search made it a necessity and not just a luxury to stay one step ahead of SEO trends.

Can traditional SEO still work?

Hundreds of people, many of whom have years of experience in SEO, believe that traditional SEO techniques still have their place. Many others believe the extreme opposite—SEO is no longer needed. The fact of the matter is that old-school SEO is irrelevant and a new approach is needed to stay strong on the internet. Search engines have changed, and it is time your SEO strategy and tactics change, too.

For instance, keyword-linked traffic, revenue, and conversion data now hold little value, and looking at just this data will do your business little good. There is a renewed and strong focus on quality content, especially with the Hummingbird update and secure search. You need to develop content and on-page strategies that work in line with search engine algorithm changes. Change the way you work and look for new and innovative ways to integrate analytics data and improve site visibility.

Secure search in particular has changed the way SEO is done. Business metric measurements like traffic, revenue, and conversions should ideally be done at the page level. Most savvy marketers have long accepted this as part of the shift to page-centric SEO. Your web pages, more than ever, will attract more visitors, convert them into customers and help you increase your organic revenue.

In simple terms, each page on your website has to be focused on SEO. To do this, you need page-level web analytics data and an understanding of what is happening with each page. The importance of page rank has not changed, but the logic of how search engine result pages (SERPs) calculates rankings absolutely has. Additionally, we should expect more changes as social media continues toward mobile adoption, and search engines become even more integrated.

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