Google's Strategy & Why You Should Follow It

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Google's Strategy & Why You Should Follow It

By
Eddie Dunkerley
April 24, 2018
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Google has a simple strategy. It's really not complicated. Follow some simple rules and you'll move in the right direction.

As a business owner or a website owner it is imperative that you understand what SEO is and how you should be considering it as part of your business strategy. Search Engine Optimisation (SEO) can be explained as, the process of making your website rank well on Google. This discipline is a minefield for the following reasons:

  • It's awash with technobabble
  • Thousands of differing “expert” opinions exist
  • Too many people are looking for short-term fixes
  • Too many people are promising short-term fixes (that don’t work)

SEO appears, on the face of it, to be in a constant state of flux. New tactics are required every six months to ensure that you are not falling behind your competitors. Hmmmm... that’s not the whole truth. I have to concede that every now and then there are tactics that will work in the short term but these can be hit and miss and can also be detrimental in the long term. In order to focus your attentions on the most effective areas of SEO it is worth thinking about what Google is interested in.

‍What are Google’s goals?

Simply put, to make internet searchers happy so that they keep coming back to search for more things.

In order for this to happen the searcher must be presented with the most relevant, useful and engaging results as possible. So what do you do as a business?

Easy; create the most relevant, useful and engaging website pages you possibly can. Google's algorithm constantly evolves but it is always evolving towards providing the most relevant, useful and engaging results possible, therefore optimise for that. (Summarised in this excellent post http://moz.com/rand/google-seo-dont-actually-change-much/). This approach is almost future-proof and will put you ahead of the game. Granted there are always times where a specific tactic may work and it may seem to work in fantastic ways but it is very likely it will be short term and could cost you in the long run.

I encourage every business owner not to listen to quick fix SEO solutions because that is not the future and it isn’t even the present. For at least 4 years now the quick-fix tactics have been severely penalised by Google in what was called the Penguin update. Think long term, that way good things you do today will still be benefitting you in 2, 3 maybe 10 years time.

Two Point Takeaway
  1. Ensure you understand what SEO is and what is involved. (You don’t necessarily need to know how to do it)
  2. Always think long term.
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