Wednesday, September 12, 2012
Thursday, September 6, 2012
Google search results - white hat vs. black hat - the quest for relevant results
Its like a kind of game, for the marketing geeks among us:
Who can best guess how Google determines what sites most qualify for a given search term?
With the algorithm changing twice or more a day, knowing where it has been is only half the picture.. it is like chasing a rodent in the senate.. you catch one, but there is always another around the corner... or in this example, often behind a podium..
So, in our quest for Search Engine Optimization splendor, we try as we may. Often rendering mediocre results with tricks and tools designed to out game the Google system.
Well time has passed, and we are no longer in a position to fully game this very sophisticated system of identifying and rendering accurate search results. The days of the link farm and keyword stuffing are numbered.
No longer will the internet marketing geeks be able to rely on the old 'tricks of the trade'; built to fool Google into delivering a client on the first page of a desired search.
What is left for us? How them can we possibly market, in this new digital age?
In short, the old standby's of keyword optimization, sound website design and link building still rule the day. But Social buzz and support, rich media marketing, focused content marketing and real time analysis are the new kids on the block..
And look who just moved in: Penguin and a Panda, Google's spam busting bullies.. There goes the neighborhood!
Google has outsourced the 'spam busting' to these new SEO cops .. and they have all the support of a judge and jury.
These companies search the net for link purchasing 'black hat' SEO practitioners who are trying to 'game' google.. and when they find them, they report them directly to Google.
Getting flagged by Panda or Penguin can put a url out of business... simply falling off the face of the search results planet... causing one to have to start fresh, or re-apply to the Gman after cleaning up their SEO act.
Funny enough, the best way to beat Google, is to join them. They are looking for relevant results for their clients. Their clients are your clients, so why not give them you, as the relevant result they seek?
In other words, Google has some very bright people working on rendering results for a search that actually delivers what the searcher is seeking.
It is quite remarkable how much progress they have made, and continue to make in this regard. Google instant, and the auto-localization of search, behavioral search and the like.. its making life easier for all of us.. or at least the large majority of us who use Google.
So, in the quest for legitimate results, Google is looking at many factors, in this case, to determine if you are business worthy of the keywords you desire.
How do they do this? How can they know?
More and more, Google is looking at actual business signals that most any popular and successful business would have in the real world.
Think of a popular local business near you.
How did you hear about them? What have you heard around town about them? What do your friends and family think about them? Co-workers? have they used them? .. any press in the local papers you can remember reading in the past?
The same thing applies to what Google is trying to nail down: What are the actual factors that one can measure, that will tell me which auto repair shop is the best in town, and thus worthy of a number one spot for a simple search for "auto repair".
In the end they will turn to the factors that make a business successful, with or without Google. Sound offering, sound outreach, sound delivery, sound reputation, sound word of mouth. Its that simple.
I greatly enjoy how the unscrupulous marketeer is being weeded out of the process, and we are left with sound, ethical business, in order to optimize our rank in the search results.
Build it, and they will come. Especially when it comes to online presence, availability and reputation. Develop good content, make it available and easily found. Encourage people to share this content with their friends and family.. make it easy for them to do so.
Actively nurture links to your content by supporting industry 'thought leaders', inform and encourage them to share your content.
Encourage your best clients to place online reviews, or share information about your company with their network.
Its simple business, word of mouth and good service... just using technology to help us tell the story of our business.
Habanero Marketing - a consultancy providing technical and traditional marketing services for your Small Business.
510-545-2054
Tony@habaneromarketing.com
facebook.com/habaneromarketing
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