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If the recent updates of Panda and Pigeon haven’t already proven it, then you should know that your SEO tactics and campaigns need to be adaptive. Even more so, they need to be substantial and sustainable. While the actual methods of content delivery and page ranking can change at a moment’s notice, what can’t change is the ability to recognize the needs of the market, deliver the right content to the right people, and not to fall prey to fast gimmicks with supposedly easy and cheap returns.
The above advice may mean more to the clients that you work with than it does for those who are experienced in SEO, but there are countless fly-by-night marketing operations which claim that they, alone, can truly capitalize on a certain trend that will take their clients from unknown to multinational in days. To set yourself apart, you need to think long term.
If your main goal has been to help a client that runs a manufacturing company reach more B2B opportunities, then your overall strategies should remain the same.
No algorithm can truly change that goal set. Establishing a positive reputation means handling social media well, promoting brand awareness, and keeping your information up to date. Appearing frequently in search results can follow as you put out content that the audience needs and wants; remember, Google is not the enemy. Algorithms are intended to improve the user, and not necessary the business, experience. If you’re already building toward users and viewers, this is not going to throw you off your stride.
Informative content is also important, and it doesn’t just mean stuffing articles with keywords and hoping to catch someone’s attention. It means websites that have the content that users will want to find, and for it to be organized. Again, algorithms can’t change these fundamentals much on their face.
The take-away from recent algorithm changes should be that your content and web page building quality is what can really carry you through some of the more dramatic changes in the industry. If you run an important blog and news aggregator site, and you’ve been on your best behavior in regards to SEO, you will almost invariably quickly recover once the deck is reshuffled, and you may even come out higher than before now that other, less ethical players have been reorganized.
Always keep your sustainable SEO focus on the quality of content and design, period. Leave the flash in the pan gimmicks for companies of the same measure.
