Google has always kept the lid on the secrets of their search algorithm, but since the beginnings of online search, the secrets have leaked out and been discovered by very smart people. These people make up the Search Engine Optimization (SEO) industry.
There are multiple points of SEO, but from the start, key words were the most important. At first, putting the words in the header of websites was the major starting point so the SEO experts, mostly web designers, made that the primary focus of their counsel to clients. Finding what the most important words were became the definer of the successful site design.
Then Google saw how much money designers were making with this understanding and started selling key words and the designers went wild buying up key words like they were candy and using them for their own resale opportunities. The problem was that you could put ANY key words in the header, even if they had nothing to do with your company.
So Google changed the algorithm to say that for the key word to be valid, it also had to be used in the viewable content. That made it tough for designers to use the key word “President Obama” in a website about boner pills. So designers started grafting in content from other sites and scattered it through websites just to meet that requirement and people using search got pissed off that they were getting links to sites that had absolutely nothing to do with their own search. And the designers were making even more money.
So Google instituted paid search making companies that wanted to be first in searches pay for the right to bee seen first. That was the first step in killing the importance of key words and the value of traditional SEO.
But searchers didn’t want to be slapped with dozens of ads when they did search and the resulting backlash served as a boon to social media. For the first time, Facebook, Twitter and Linkedin started taking searchers away from Google, Bing and Yahoo. Something had to be done.
Google took the issued of keywords and shoved its priority to the very bottom of SEO and pushed paid search to a specific box on their search page. Suddenly a new group of sits were climbing rapidly to the top of the search engine… traditional media sites. Newspapers, broadcast organizations and bloggers. How could that be? Because Google had changed the algorithm priorities. There are actually dozens of priorities but for our purpose, we just need to concentrate on the following six.
- Amount of time spent on the content
- Degree of comments (no comments first, one comment second … 57 comments big time)
- Amount of shares, likes
- Number of views
- Paid key words
- Unpaid key words
At present, when you talk to web designers and SEO experts, you will find they fall into two categories:
- Off-shore click factories that build quick and dirty websites from half a dozen templates and still focus only on key words for SEO. They are dirt cheap, promise the world and prey on small businesses. They send out massive email blasts and fill your Linkedin box with requests to connect because they “saw your profile and believe they can help your company.” They are to be avoided at all costs.
- Experienced web designers/SEO companies that continue to make a good living off of small to large company management who think they know how everything works. These service providers know what the story is, but they follow the philosophy that the customer is always right so they will deliver only what is expected. Their costs range from reasonable to very high and they can be directed, grudgingly, to do the right thing if you know what to tell them.
Footwasher Media won’t work with the first because we know the way only leads to pain and suffering. We will work with the second as long as they realize that we are not going to be taking the easy way. The recalcitrant providers are not on our list, nor are customers who insist on letting them do what they want.
Keep in mind, however, that neither group are content strategists or providers. They take only the content provided them by the customer. That’s you. If you know how to create engaging content that delivers results, you are on your way to greatness.
If you’re not, contact us.