…well, maybe less than you’d imagine- here’s why:
2 years ago Seth Godin blogged about Google’s Building 43 at Mountain View, his opinion was that SEO was an arms race, where internet marketers who take short-cuts to get quick wins in SEO are battling the people in Building 43. The Google team constantly tweak and improve the algorithm to take measures against “quick win” SEOs, and those SEOs then try other tactics.
Ultimately the odds are stacked in Google’s favour- there are so many more brains engaged in very specific tasks than the average “quick win”er that any win can only be short-term. No surprises there then. What is surprising is that the 2 year old advice is as good now as it was back then. Sure times and trends change, but the basics still hold true. Let me paraphrase a part of it (here’s the orginal blog post)- he used a legal website in the example:
“Build a series of pages (on your site, on social sites, etc.) that give people really useful information.
Not just boilerplate information you stole from a legal website, but really useful stuff about you, the local courts, the forms people need… the things you’d want to find if you were doing that search.”
“Hire the best consultants and use the resources you’ve got left to be sure you’re playing by the right rules.”- Google’s rules, available to everyone.
Of course there are new techniques, new tags, new vehicles and web applications and technologies, but don’t neglect the essentials.
Related posts:
- Search Engine Optimisation Means Different Things to Different People
- BBC using IP Delivery but not Search Engine Optimisation?
- Search engine optimisation for Travel Sites
- Search Engine Optimisation and Search Engine Friendly, What is the Difference?
- Here is a Quick Guide to Local Search Engine Optimisation in the UK
