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August 9, 2013

Is SEO Still Standard Operating Procedure?

Search engine optimization, otherwise known as SEO, has been bandied about since the inception of the internet as if it were the holy grail of online success. But what is SEO really? More importantly, what has it become? Is it simply a matter of optimizing your website? Or, has it grown to include a number of other parameters? My answer to these questions may surprise you. SEO is no longer just one thing. It has grown to mean so much more.

In this article I will discuss how search engine optimization has evolved in order to become Search Engine Marketing (aka S.E.M.). I will also provide you with information that will show you how you can improve your search ranking. This includes techniques designed to insure a strong ranking position. Best of all, you can accomplish all this without resorting to tricks, gimmicks or deception that attempts to hoodwink the search engine spiders.

Stop Acting Like it’s 1999

Before the turn of the century, achieving search ranking was relatively simple. You selected a keyword relevant to your business, created a website and added the desired keywords to your content. You made sure you included the keywords in Meta and Alt tags. Then you posted your web pages to the top 100 search engines and directories. Voila! If you chose your keywords carefully, you soon showed up on page one of Yahoo, AltaVista, Net Taxi and other search engines.

Today it isn’t so simple. The major search engines such as Google, Yahoo and Bing are mostly concerned with quality content, delivered on a timely basis. Google has even admitted that it no longer even gives Meta Tags a second glance. This content needs to be diversified (web pages, blogs, social media, videos etc…) and it needs to be highly relevant to the keyword or phrases that are searched. Today if you meet these criteria you will do well in organic search, (assuming your competition is not better at it than you). If you ignore these items then your chances of showing up on page one are slim at best.

Is On-Site Optimization Dead?

I am often asked is web page optimization still important? My answer is yes. Google and all other search engines still prowl websites as part of their ranking algorithm. Today, on-site optimization only accounts for about 25% of the overall score. However, it is still very important. If this on-page information is incorrect, missing, or doesn’t match the content, search engines will either ignore or misinterpret your content and rank you low or not at all. Either way it means bad news for your website. Make sure your on-page information is formatted to match the content and desired keywords. Otherwise your quest to be on page one will end before it begins.

Is SEM Different than SEO?

Search Engine Marketing is much more comprehensive than Search Engine Optimization. It includes all your websites plus your blog posts, social network posts, any PR posts, all pod casts and video posts. In essence, S.E.M. encompasses all web postings of any kind. Yet it also means more than this. S.E.M. is also a methodology designed to meet the search content requirements that provide high ranking. In other words, your success or failure is predicated on doing what the search engines want, not trying to trick them into giving you better ranking. When trying to rank highly on Google, this point is even more critical.

What Does Google Want?

Google loves mixed media, which includes video, photos, podcasts, and more. The reason they do this is due to the fact that Google is looking to determine who is serving the public the best content for any specific search. The googlebots evaluate your content for relevancy, usefulness, quality, consistency, timeliness, connectedness, positive feedback and diversity of format (web pages, blogs, social media, videos etc…). These are some busy bots.

Game the System at Your Own Peril

Gone are the days when you could easily trick the search engines in order to get a high ranking. Google has employed a multi-tier approach to detect most chicanery. Their new algorithms penalize such practices as keyword stuffing, duplicate sites, backlink farms and many other patently deceptive practices. On top of that they have hired a hoard of website evaluators that physically check out your pages, posts and back links. If Google catches you cheating they will downgrade your ranking or remove you from search altogether. Cheating Google no long means just a slap on the wrist. It can mean banishment!

How Can Content Marketing Help You Gain the High Ground?

A decade ago posting a properly optimized websites was all it took to achieve ranking. Today’s internet audience is far more savvy and sophisticated. Today’s websurfers prefer video and photos to text, provided they can find it. If you have a video on page one above the fold, it has a high probability of being viewed and acted upon. We know that statistically, videos will receive 80% of all clicks if they are highly visible. However, videos are not the be all end all of search results. Blog posts can also garner strong position in Google rankings. The same is true for social media posts that that have a high sharing factor (gone viral). Google also loves web pages that receive lots of positive ratings (especially Google Local or Map pages with Google +1 ratings and four or more stars.

The bottom line is that while SEO is not dead, it has changed so radically in the past few years that the rules of the game have changed. If you want to win, you need to adjust your approach and start creating compelling content that both the search engine bots and the public want to view.


Carl Weiss is president of W Squared Media Group, a Jacksonville, Florida firm that specializes in helping clients achieve online results. You can hear Carl every Tuesday at 4 pm when he co-hosts Working the Web to Win on Blog Talk Radio.

109 Responses to “Is SEO Still Standard Operating Procedure?

    but seo is getting completed

    Will be back later to read some more. I am bookmarking your feeds also

    There are so many parameters for it like relevancy, you need to provide real and quality content and product, avoid spamming and keep an eye on day to day changes in this field.

    i just read today , but i thing seo is testing

    avatar batik modern says:

    I think SEO is very complex, unpredictable and challenging.

    Thanks for your sharing
    Good Article, very useful for me

    SEO is complex and not easy but thanks for the information

    sangat membantu untuk berlajar seo bagi saya. terimah kasih karna artikel anda sangat bagus

    avatar pulau seribu says:

    Thanks for taking the time to talk about this, I feel fervently about this and I take pleasure in learning about this topic. Please, as you gain information, please update this blog with more information. I have found it very useful. There have to be charging stations everywhere.

    Good day! This is my first comment here so I just wanted to give a quick
    shout out and tell you I truly enjoy reading through your posts.
    Can you recommend any other blogs/websites/forums that deal with the same subjects?
    Thanks a lot!

    avatar pulau tidung says:

    Super-Duper blog! I am loving it!! Will be back later to read some more. I am bookmarking your feeds also

    People and negotiators are so careful nowadays especially if it is a public content and matter. There is no surprise is that; a published material is so tightly concerned with the mortgage business party. Because if there are flaws in the settlement, that means public will make them pay.

    i do agree with you, but i think SEO is art, when the google say something i dont mean that, we must learn more

    avatar pulau tidung says:

    Super-Duper website I am loving it!! Will be back later to read some more. I am bookmarking your feeds also

    avatar pulau seribu says:

    Thanks for taking the time to talk about this, I feel fervently about this and I take pleasure in learning about this topic. Please, as you gain information, please update this blog with more information. I have found it very useful. There have to be charging stations everywhere.

    avatar Dheck says:

    Excellent post it is a pleasure to reading it. I have bookmarked your post in my computer. Thank you so much.

    SEO is still alive. That’s why Google has their procedure on how to make SEO as good as possible.

    SEO is about patient..you will get the best result

    Yes I agree for that, Google and all other search engines still prowl websites as part of their ranking algorithm

    Search Engine Marketing is much more comprehensive than Search Engine Optimization, but more has complexity for that

    SEO won’t be dead for sure

    avatar Marijanov says:

    Hi, all the best in new 2015. Seems to me that backlinks, without, onpage optimisation is worthless. So my opinion is that, Google will, base parameters for position, use how good is onpage optimisation and, of course, quality of content.

    I agree with you, and social nettworking are the most important things in SEO and marketing.

    avatar Mr.Res says:

    i think seo still work now but, we must have best technic

    I think it is more effective and subtle seo internet marketing than adwords or fb ads

    avatar plakat says:

    Websites need SEO to increase traffic website websites like me thank you for your helpful article many greetings resin plaques

    Yes, SEO I think still SOP

    avatar jual brankas says:

    Of course that On page optimization is still important. Google has it’s own SEO guidelines for it.
    In every case, it just everything need to be normal and you need to provide real and quality content and product.

    There are so many parameters for it like relevancy, you need to provide real and quality content and product, avoid spamming and keep an eye on day to day changes in this field.

    Since 1999 search marketing has become a bit like an arms race! If content is king, then SEO is the queen.

    avatar pusat plakat says:

    Its manufacture of plaque in jakarta ready to make the plaque and trophy in Jakarta

    I agree with you, since 1998 search engine has evolve into something new. SEO is the best answer for online marketeer to reach more visitors.

    avatar Sewa Bus says:

    I like this sir !! thanks for share 😉

    Sewa Bus

    I am very happy to read this. This is the kind of manual that needs to be given and not the random misinformation t hat’s at the other blogs. Appreciate your sharing this best posting

    avatar domino 99 says:

    I really like your writing style, excellent information, many thanks for posting.

    I believe next year (2016) will be more difficult to get rank on Google.

    What is your SEO tips in 2016?

    Great post! I am actually getting ready to across this information which i found very interesting to read.
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    avatar bandar ceme says:

    Hmm is anyone else encountering problems with the images on this blog loading? I’m trying to determine if its a problem on my end or if it’s the blog. Any suggestions would be greatly appreciated.

    ok so this my comment its so many parameters for it like relevancies, you need to provide real and quality content and product, avoid spamming and keep an eye on day to day changes in this field.

    avatar jasa seo says:

    i agree that People and negotiators are so careful nowadays especially if it is a public content and matter. There is no surprise is that; a published material is so tightly concerned with the mortgage business party. Because if there are flaws in the settlement, that means public will make them pay.

    avatar coupon code says:

    I agree that since 1999, search marketing has become a bit like an arms race! If content is king, then SEO is the queen.

    avatar togel online says:

    OK, so this my comment: it’s so many parameters for it like relevancies, you need to provide real and quality content and product, avoid spamming and keep an eye on day to day changes in this field.

    avatar misterpromo says:

    I agree that Since 1999 search marketing has become a bit like an arms race! If content is king, then SEO is the queen.

    thats true SEO is still alive. That’s why Google has their procedure on how to make SEO as good as possible.

    avatar bandar kiu says:

    I enjoy, lead to I discovered just what I used to be having a
    look for. You’ve ended my four day lengthy hunt! God Bless you man.
    Have a nice day. Bye

    avatar biaya umroh says:

    Yes, I think SEO still SOP. But it’s need creative twist nowdays.

    Fantastic article Brian, i have sent link to all my colleagues.

    avatar agen domino says:

    I never seen a very unique and interesting writing like this post, very well and good job.
    Thumbs up for you

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