Recently more and more people have been questioning the future of search engine optimisation as social media becomes ever more prominent in the way search engines rank websites. Google’s latest algorithm Penguin aimed to lower the rankings of companies using over optimised SEO schemes that artificially increased their rankings via things like backlinks, favouring those with natural social signals pointing to their sites. In this article we aim to determine the future of SEO and the importance of using social media to increase a website’s visibility online.
Is social media taking over from SEO? Only time will tell…
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Importance of social media
Google and other search engines’ jobs are to provide users with the most relevant content when they perform keyword searches. If they are not doing this then they are not doing their jobs properly. Social signals are a big part of Google’s latest algorithm. This includes Facebook likes, tweets, Google +1’s and other various content sharing tools. Search engines believe that these social signals show relevant, real and valuable content that people have read and want to tell others about. It is no longer just about the number of links to your website, but your overall social engagement.
Why content is still king?
Although many people are questioning the future of SEO, there is one thing for sure and that is that content is still king. In order to attract users and influence them to share links from your website on their social media pages, you need to use high quality content. Providing users with interesting, unique and relevant content is the best way to show them just how great your website is.
The more useful and informative your website is, the more likely people will want to share it with their friends, family and peers, creating more social signals pointing to your website. From now on your content should be created with user response in mind, rather than SEO algorithms.
What does this mean for online businesses?
If your business’s SEO strategy involves creating artificial links which may be classed as over-optimising your website, then it is perhaps time to change your strategy. Instead think about creating quality content that users will want to read and share. People are also more likely to share your content if you have made it easy for them to do so. Install social media buttons on your website to make content sharing quick and simple!
If you haven’t already, now is the time to create social media accounts for your business across various platforms including Facebook, Twitter, LinkedIn and Google Plus. Although it will take a little time to build up a following, the results will be long lasting and worth the effort. As well as sharing links to your website on your profiles, be sure to share industry news and other relevant content. The idea is that you want to build up a reputation as an expert in your specific industry.
Google gives social media the thumbs up!
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Conclusion
To say SEO is dead would certainly be an overstatement. We are not in a position to be able to accurately predict the future of search engine optimisation, though it is fair to say that the game seems to be changing.
As a website owner you should be looking to invest time and money into creating an effective social media strategy. This will help you to build up a community of loyal social media followers that will promote your website and therefor influence your website’s ranking. Lower attention than previous needs to be paid on link generation (via placed backlinks, e.g. Directories, Blog comments, etc.)
More focus is needed than ever on the provision of excellent content and clever digital PR strategies. Google and other search engines are clearly on a mission to identify artificial SEO campaigns and as proven historically these methods will eventually be found out and punished.
Author:-
Tom Shurville is managing director of Distinctly Digital, an SEO agency, offering PPC and
SEO services around St Albans, Watford and Hemel Hempstead. Distinctly Digital offers tailor made solutions for its clients and shares its insight on SEO industry as well on its blog.
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kdonovan_gaddy &
FindYourSearch
