With the ever evolving internet market for just about anything
you can imagine and Google’s index growing to almost
9 billion pages, and counting, there is little dispute amongst
search engine optimizers that our job is getting much harder.
From linking to articles, and density to ontology, our industry
changes as fast as any other. The search engines, especially
Google, seem to be on a daily diet of change and their algorithm
seems to be growing at the rate of their index.
The word ‘related’ plays a much bigger part
in SEO today than it ever has in the past. Instead of targeting
an exact keyword phrase, it now makes a lot more sense to
keep your site within context and to have related words
to your keywords, compared to having density of one keyword
phrase. Linking has also turned into a frenzy for relevancy.
Unrelated links seem to no longer carry much weight at all.
The theme through all of Google’s recent changes seems
to come down to one cliché: quality over quantity.
Just like with any other update at Google, optimizers must
search and research their profession, however it seems to
be happening more often than ever. You can’t walk
through our office without hearing Google’s name a
thousand times. We have unofficial RND (research and development)
meetings almost every hour as there seems to constantly
be new ideas and theories popping into all of our heads.
In the past there were always changes to the way we’ve
done our work, but the pace of this change is accelerating
rapidly as well as the competition for online searchers.
MSN seems to be creating a buzz and they’ve just recently
started a national television ad campaign. Their search
results resemble Google’s of 6 months ago, a time
that will go down in SEO history as “the good old
days”, and also a time that Google’s SERPs seemed
a lot more relevant than they do today. New search engines
seem to be popping up all over the place, and after all,
wasn’t Google a virtual unknown 5 years ago?
One of the best points made to me over the past month came
at the preview of the new become.com search engine in California,
where founder Michael Yang decreed this to be only the very
beginning in the history of online search. Whatever happens
in Google’s future, and the future of online search,
there is one thing for certain: only the most intelligent
and innovative of SEO companies are going to stay above
the bar and continue to find ways to get their clients,
and themselves, to the top.
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