Search Engine Optimization is in a constant state of flux. Google is constantly changing it’s search engine algorithms, and each iteration of the algorithm that Google puts out it makes it harder and harder to leverage and exploit. No longer will trading linkbacks with others skyrocket you to the top of Google’s search results. While there is still value in constant linking to and from your website, Google is looking to rank quality content the highest when it comes to SEO. It is better to start focusing on converting the traffic you already have than on bringing more traffic that is less likely to convert in.
Google changes its search algorithms close to 550 times every year – usually via justsmall, tiny tweaks, but sometimes withlarge, sweeping changes such as the latest Penguin update. This means that, as far as SEO goes, what worked yesterday might not work today. However, the only things that stays constant for Google is it’s mission – to provide the most relevant and useful information to its users. The biggest changes to Google’s algorithms – Caffeine, Hummingbird, Panda, and now Penguin – were designed to do just that. It is becoming clearer and clearer that trading links within a network no longer has the same oomph it once did. This is not to say that linking has lost it’s usefulness – Google still uses links to help determine a page’s relevance and content. Internal linking practices, such as leaving a breadcrumb trail of links from a website’s homepage are still worth doing and will help provide context for Google’s search engine.
The main goal of Google is to provide it’s users with the content that is the most helpful to them. In this pursuit, content is King. Make this your new SEO mantra! Content is King! Content is King! Content is King! Google’s algorithms are being produced to this end. Great content is most central to ranking in Google because content is read by people – not robots. Content is shared by people and their entire social network. But only quality content, something that brings value to a person’s life is worth sharing. This is what shows up most in Google’s index.
We’re seeing a gradual shift from links to other signals – particularly user signals such as click through rate, bounce rate, time spent on the site and so on. The days of just blasting links to a site are long gone.
Sebastian Johnsson, creator of Smartlend.se, a comparison site where consumers can borrow money/låna pengar in Sweden.
Those with websites should not focus so much on getting more traffic to their site. Instead, the focus should be on converting the traffic that is already present. After all, the entire point of bringing more traffic to your site is to increase sales, or readers, or subscribers, or followers, etc. There’s absolutely no point in ranking highly in Google if the traffic you bring in does not stick around because none of the site’s content was engaging to them. When this happens, you may as well not have gotten the traffic in the first place!
Ever since the advent of Search Engine Optimization, many have been preoccupied with “cracking the code” of Google’s search algorithm. The people that do this have been barking up the wrong tree. Google is not about rewarding those that score highest on who has the best links. Google is focused on its end user, and is determined to make sure that only the most useful and relevant information gets shared with them.