Recently we have been observing many changes affecting the SEO industry. These changes are all initiated by Google and have a direct impact on SEO campaigns in some way or another. The SEO industry has been exploding the web with blog posts, comments and opinions about these updations, most of which are like an accusation that Google is out to get at organic search with a vengeance and give preference, priority and partial treatment to paid search.
The major Google developments affecting the search scene have been:
- Obviously, the Panda update
- The integration of Webmaster Tools with Google Analytics, reflecting SEO data (queries, landing pages, geographical data)
- Google Analytics social data (engagement, action and pages )
- Google Analytics real-time data (Beta Version – this data shows you what is happening on your website as it happens, but only some accounts have access to these reports)
- Google’s “Encrypted Search”
Of course there are many more, but these updates and developments have a direct impact on SEO campaigns. I believe that whatever the prime objective of Google may be currently –whether it is to promote paid search or to improve the quality of organic search results in general — in the long run, these changes will surely improve the quality standards of the SEO industry and improve the overall quality of the web. Why?
- The Panda update focused on quality content and an eradication of content spam.
- The reflection of the social data proves that the integration of social and search results is something that Google is working on and taking seriously.
- The other developments related with Google Analytics and encrypted search shows that Google wants the website owners to get genuine and accurate data for their SEO campaigns .
The prime objective of an SEO campaign is to earn the clicks due to the quality aspects of the website as per the search engine standards and not account for every click as in the case of PPC, where every click has a cost implication.
Moreover, if the site is optimized correctly the search presence of the website continues to improve and become richer with time, thereby ensuring an increasing trend for targeted traffic, whereas in the case of a paid search campaign the period for which the website is having the search presence is limited to the period for which you are paying for the campaign.
I think all these changes are drawing a clear, distinct line between organic search campaigns and paid campaigns. The choice is to be made by the website owner, whether he wants to build a search presence step by step via a SEO campaign or go for a Paid search presence campaign via paid search, or would like to have a combination of both , depending on the approach, need and requirement for a search engine presence.
All of these developments will make SEOs and website owners think beyond rankings and keywords, because the true meaning of SEO is to ensure quality search engine presence on maximum search options by focusing on overall quality web presence — enhancing the quality aspects of the website and reaching out to netizens via various modes of social media.
About the Author:
Bharati Ahuja is founder of WebPro Technologies, SEO Trainer and Speaker, Web Entrepreneur, Blog Writer, and Internet Marketing Consultant.