You’ve heard the adage, “If it ain’t broke, don’t fix it.” The same is true for SEO. No SEO or topical content marketer can honestly predict what some future update will evolve into. However, consider this: Unlike the automobile industry, most SEO trends don’t just disappear after they have taken root. Instead, they are replaced by new trends that further amplify the original problem. Plain and simple.
Now consider if you will the situation that SEO faced just a few years ago. SEO was hot. Everyone was doing it. Google was pulling in loads of organic traffic by the truckloads. Many experts believed that it was the end of the road for SEO, and it wasn’t.
But that was then. This is now. And while paid search ads still pull some organic traffic, the focus has shifted heavily toward more natural SEO strategies. The old SEO wisdom still works, but not nearly as much as it did just a few years ago. In fact, there aren’t nearly as many new and innovative SEO strategies being developed for the internet as there were a few short years ago. Bottom line: Your SEO will never be a sure bet again.
The shift in focus means that SEO strategies need to evolve, just like everything else in the world of online marketing. Instead of driving organic traffic from traditional search engines, your SEO strategy needs to encompass all forms of online marketing. Traditional ads need to evolve as well. But it’s important to understand that organic CTR (Click Through Rate) doesn’t mean everything. In fact, the quality score algorithm was devised to keep away from the kind of slapdash, meaningless ads that are so common place on the web these days.
You see, in recent times, it has become more common for companies to choose pay-per-click (PPC) advertising over organic SEO results. With PPC, a company only pays if a visitor actually clicks through and is then directed to their website. This means that every penny spent on PPC ads is potentially money lost. Google’s new quality score algorithm makes this impossible.
As a result of the shift in focus, SEO pros are scrambling to find other ways to drive visitors to their websites. One of the latest methods is called wordstream client. Wordstream client is a program developed by Google engineers whereby a company can create its own keyword optimized ads. If the keyword phrase being used for the ad matches the top half of one of Google’s major keyword graphs, the company receives a “wordstream”, which is a high quality score, and no negative points are assigned to that company.
So, what does all this mean for SEO pros and non-SEO alike? Obviously, it means that it is far less expensive to get visitors to your website (which translates into higher profits), and it also makes it far easier to determine a company’s actual “click-through rate”. SEO firms can no longer just try to guess at their organic results because the new, improved quality scoring system makes it far more likely that they will be getting a good organic click-through rate. In short, it makes it far easier to make a living from SEO, and it means that SEO marketing professionals no longer have to spend thousands of dollars to get high rankings with little or no effort.
The whole shift in SEO and paid search ads is a result of the “New Rules” put forth by Google. What these rules say is that a company must focus more on quality rather than quantity. As long as a company is willing to spend the time and resources necessary to maximize its page rankings, then it can get the best possible CTR (Click Through Rate). As a result, there will be fewer, if any, psychological triggers that will negatively affect a company’s ability to get good, or even top rank, in the SERPs. Because Google has implemented quality based triggers, this means that people who are looking for specific products and services will be able to find them without having to be tricked or “played” with by unscrupulous SEO ghostwriters. It also means that a company can set its own goals for itself and not have to rely on a hired ghostwriting team, SEO company, or advertisers to tell it what it should be.