You’re probably aware that Google accounts for around four out of five searches on the web and for most of us that means keeping the search giant happy at all costs!
However, a question has come to the fore in recent times, ‘should we stop chasing Google?’ It’s a good question and one we’ve heard numerous arguments for and also many against.
Arguments against Google, shepherd us towards the alternative – ‘real marketing’. Of course, that’s a fair point. Twisting and turning your strategy to fit every Penguin and Panda update surrenders you to Google.
SEO focused on what Google wants is tough – a daily struggle. You’re essentially spending your time following Google; doing what it thinks is good, avoiding what it thinks is bad. Essentially, it’s a cat and mouse game with Google and often at the cost of your web visitors, conversion rates and all the other marketing. After all most of us only have so much time and money.
If you’re a good marketer then your aim is often to do little more than provide interesting, apt, unique and relevant content to your customers to make those conversions. Funnily, in a lot of ways this is what Google wants and these naturally good marketing tactics, though not direct SEO practices, are still good SEO practices.
In turn good content for the sake of good content, mixed with an awareness of good SEO practices are the perfect mix.
Conversely, following what Google wants and what Google sees as good at one time can lead to problems at another time down the road. There are numerous things that were once in favour with the search engine, were then abused by webmasters and SEOs, and are now in SEO purgatory or even tinged. A lot of those that over-indulged in these loopholes have had issues due to recent updates and have seen SERP rankings hit.
Essentially, tweaking to make the most of updates and find the latest loophole to SERP success is merely a reactive approach. However, being proactive from the start is the ideal way to win on all marketing fronts and create a harmony between everything from conversions to SERP success. From the bricks that are used to develop and design your website, to the content on there and the SEO practices used; a total quality management approach, somewhat similar to the way Toyota innovatively made cars, is the best way forward.
As with everything, education is power. Collecting data, knowing your site’s history and Google’s algorithm history and simply being methodical and also logical is the best way to success.
We can’t ignore Google or its algorithm, however if we keep our eyes open, adopt good practices in all we do then we greatly limit the chances of being blindsided. SEO cannot be ignored, but it can also not be placed on a pedestal. By levelling the playing field in a quality manner you have a strategy for the long term.