Google recently made a slight change in the ranking section of its webmaster tools, hailing high-quality site as a major ranking factor.
This started discussions about Google’s approach to rank web pages and how it is changing.
As a company of web experts, we think it is important to put the spotlight on the SEO observations and ranking theories circulating on web. Here are some of the most prominent;
Google wants people to forget about link-building
Google may be the search giant but it is still the people that make the web. Link building is the way most people believe they can dominate search engines. Earlier focus was on quantity; then it turned to quality; and now Google says ‘focus has to be on the website itself’.
Some SEO analysts are of the opinion that Google is attempting to do away with the build-links-for-ranking mindset by focusing people’s attention on building high-quality sites that get shared automatically. This way, the dynamics of gaining search engine presence will shift away from link building.
Links are still important
While Google has certainly hailed the quality factor, some webmasters are not ready to accept the fact, especially the ones that have been earning referral traffic from their link building work. The argument is only valid if the business is earning revenue and visitors from their link building efforts.
Some discussion threads even point that sharing is also a kind of linking. So, it can be deciphered that Google has just rephrased the same words to mellow the tone on link-building.
Its link building from user’s end
Quite a number of people are stating that the link building factor is still there, and Google just wants webmasters to focus on the website to do it. Link building, it is being argued, will happen automatically when people will like the website and share it with others.
The argument makes very much sense but in this approach, the ultimate challenge for Google still remains; that is, to make sense out of appropriate and inappropriate links.
Being in the marketing and search business itself, FATbit experts think that it is something Google has been saying for a long time. Some months ago, Matt Cutts shared the same views in an official video announcing the arrival of next Penguin update.
Matt clearly stated that Google wants webmasters to create a unique experience for their audience and the best thing to go about it is ‘to make a high-quality website’.
Now, the question rises what is a high-quality website;
High quality website is one that target audience finds worth staying and interacting. There are various factors that come together to make such a website. Original & relevant content, intuitive navigation, usability and bug-free status are just few of them.
All the discussion and arguments however raise some serious questions. Some of them being;
If link building is no longer on top of Google’s mind, then, how would it measure the ‘quality’ factor?
Accepted that there are various other ways (including the Analytics data) but, still, links from authority websites was a major factor. What would then replace it?
What are the tools (except low bounce rate) that measure the likability or quality of a website?
As online marketers, we also have our take on what Google is trying to do. Here are some points on recent Google changes and the approach we think can help in dominating search results;
Focus on overall web presence
In modern times, an online brand is not just represented by a website. Social profiles and blogs are also part of a brand’s online presence and can help in bringing traffic. By optimizing social profiles for keywords, one can multiply brand presence in search results. This is only possible if one focuses on overall web presence.
Calling this link building as we know it would be entirely wrong. This way, it is in accordance to what Google wishes to do.
(It is tested formula used by us while working on SEO projects)
Link building where your audience is
There are authority websites for every field of business. If you are a bakery owner entertaining online clientele, then, guest posting on a cookery platform is a wise idea. There are better chances of getting ready-to-buy customers from websites where your target audience is already present.
This is how your present link building approach should be like.
Google actually has a point
Google is somewhat right in attempting link-building brainwash. The link building course is rather tiresome and complicates matters for businesses that go ahead with half-knowledge. Google is just trying to simplify matters by telling people to focus on their website and let the link building happen on its own.
Some are stating link building is dying but we think it is just evolving. It needs to be approached from branding and business point of view to reap long term benefits.
Google will keep on bringing algorithm updates and changes from time to time but once you have established a web brand that commands authority from people, then, nothing else matters.
We aim to create similar web presence for our clients and thus promise them immunity from updates like Panda and Penguin.
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