SEO (Search Engine Optimization): An Ever-Changing Strategy

Scott Lambert

The science of ranking effectively among the search engines for relevant terms or keyphrases is called Search Engine Optimization (SEO). The variables in which Google, Bing, Yahoo and other search engines use to impact the inferences made about your website and its legitimacy used to be pretty limited. The search engines first crawl or index your website and recognize your website’s relevancy based on the words used within your website’s content and coding. So, online marketers are very deliberate about what and where keywords and phrases are used within the website. This is called on-site SEO.

From there online marketers build links or URL mentions outside of their website that link to their home page and other main pages within the website. They can do this by submitting their website address URL to authoritative directories and other websites. And as the search engines index these other websites they recognize the links going back to the mentioned website. The search engines then infer that the more incoming links a website has from other websites, the more legitimate and trustworthy that website/business must be – thus resulting in positive search rankings.

The Old Way of Doing SEO

The SEO Process

Attempts to Beat the System

Online marketers monitor site traffic to see how keyphrases and link-building tactics impact site traffic and rankings. However, some online marketers have found ways to abuse the search engine’s ranking variables. Some implement tactics to mislead or manipulate the search engines and “game the system” in their efforts to rank successfully.

The Search Engines Fight Back

Google, Bing, Yahoo and the other search engines have responded by adding variables to their search algorithm that determines credible and relevant search results for given search terms or keyphrases. The old variables are still important; however, search engines like Google have consistently evolved their algorithm to give their users the most relevant and user-friendly search results, making it more difficult for “spammers” to trick Google in ranking successfully. This has made the work of an online marketer more extensive and requires even more expertise.

Just Because it Worked Back Then, Doesn’t Mean it Will Work Now

Online marketers that want to rank well in the search engines now need to understand the implications of social media and content marketing. No longer can social media (i.e. Facebook, Twitter, etc.) be ignored if you want to rank effectively within the search engines. The search engines are making inferences about your business and website by how well you’re engaging the social media platforms and the people that use social media. It is important that your website is publishing new and unique content about your business and or industry on an on-going basis and leveraging the content to build incoming links, as well as overall online exposure. This new strategy is illustrated in the chart below:

New Content Marketing Strategy

"The Only Constant is Change"

The old adage is true even in search engine marketing. Google has already leaked the news that their search algorithm is yet to change again – in the pursuit of providing the most pertinent information for Internet searchers. And as the past has shown, it is always best to play by Google’s rules and give users what they want most – a relevant, user-friendly web experience that gives people what they’re looking for. This usually consists of content that is useful and benefits the user and/or site visitor.

The Dynamics of Online Marketing are Ever-Changing

What worked for you last month to consistently generate high-quality leads and/or new customers online may not work today. That’s why you need to partner with an agency that understands the ever-changing dynamics of online marketing. Orlando Interactive Digital Agency Xcellimark helps you by effectively fusing together multi-faceted specialties (web design/development, search marketing, content marketing/social media, etc.) that are necessary to improve your sales growth and enhance your brand.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: SEO

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