Is SEO Dying?
Critics of Search Engine Optimization (SEO) say that if it is not dead now, it will be dead soon. Or better yet, put to rest. The question is whether this is true? Is SEO losing its worth? SEO is the process of changing the visibility of a website or a web page in a web search engine’s unpaid results often referred to as “organic” results. Every time Google updates its search algorithms this question seems to find its way to the back to the surface. Google’s major algorithm changes happen every few months and minor tweaks occur as often as 500-600 times per year.
So is SEO worth the investment? With the constant updates by Google, the unpredictability of a web search engine search rankings (paid search) and chances of clicks, the odds of SEO ROI (Return On Investment) may not be as good of an investment as you might hope it will be. It may be time to say R.I.P. to SEO if you want to spend your hard earned bucks on something more predictable and profitable.
Past major algorithm
- In 2011, the Panda update the change aimed to lower the rank of “low-quality sites” or “thin sites”, in particular “content farms”, and return higher-quality sites near the top of the search results.
- In 2012, the penguin update was introduced to better catch sites deemed to be spamming its search results, in particular those doing so by buying links or obtaining them through link networks designed primarily to boost Google rankings.
- In 2013, the Hummingbird update considered not only each word, but also how each word makes up the entirety of the query. The whole sentence, conversation or meaning is taken into account, rather than particular words.
- In 2014, the pigeon update is aimed to increase the ranking of local listing in a search.
Google Factors
Google focuses these updates on a variety of factors to rank websites.
Here are a few:
- Content quality and length
- Keyword usage and Optimization
- Traffic volume, sources and time on site
- Outbound link theme and quality
- Social Media interaction
- Trust ranking
Google has more information about your site than you might be aware of. Why you might ask? To provide web searchers with higher-quality sites within the top rankings. They must provide clean and accurate search results to over three billion searches per day.
How To Make It Work With The Updates
It can seem like it’s impossible to keep up with the updates and maintain a Google-approved site in the search engine, but that isn’t the case. There are ways to keep your site in line with the changes.
To stay on top of the constant updates try these steps:
- Identify the keywords that your prospects actually use to find your products or services.
- Next, create relevant, valuable content. Educate your visitors with frequent, timely updates.
- Optimize your site using only white-hat techniques.
- Earn links from trusted news sources by sharing your content with the world.
- Then, make your site more appealing for search engines like Google.
SEO Is Dead
SEO may be meeting its maker. It’s almost impossible to keep up with the constant changing of Google updates, the unpredictability of rankings and the high costs of competing with other search engine rankings. Instead, pair your SEO efforts with an email campaign, PPC, display and Social media. Share assets across more channels for economies of scale. SEO alone is losing its value to reach potential customers and still be profitable. If you want to stay in the game, invest your time and money in channels that will exceed SEO profits and be more predictable for your business.
At Biznet, we are Search Engine Optimization experts offering tools to further lead generation. We understand the constantly changing demands and utilize an innovative approach to SEO to improve your marketing presence. Check out our digital marketing services page to see all we can do to help you take advantage of digital advertising. Or give us a call at 248-560-9000.
