Came across another interesting post today, discussing (yet again) whether or not SEO is dying or not?
It is well worth a read and is shown in part below, the full article being reached by clicking the link.
There is a lot there, but nothing really that new. What it does say, and this is important, is that Google are now taking more and more note of the way people interact with a site, whether they stay on the pages and move through the site, or whether they simply ‘bounce’ back to the Google results list.
This is all worth talking about, but it is not new (see our blog on Semantic SEO and the feed back loop) at all. Still the article is worth a read and does cover the important issue of checking your Analytics to see if visitors ‘like what they see’.
As old-style SEO techniques head out to pasture, data analytics becomes a core capability for organisations’ web strategies
The changing field of search engine optimisation (SEO) means IT professionals involved in website development increasingly need to take on the role of data analyst in order to fully understand a website’s audience and consumer behaviour.
Internet search engines rank websites based on internal algorithms that determine how relevant a website is for each user’s search request. Websites that have undergone SEO will naturally rank higher than others, as the search engine’s algorithm will determine that this is the more appropriate website.
As users rarely go beyond the first page of an internet search, typically the first 10 results, a high search engine ranking is crucial for a company to remain competitive in today’s digital markets.
Google has recently updated its algorithm that determines how it ranks search engine results. Previously, these results were based on a website’s keyword descriptions and meta-tags. These were embedded within each page of the website by SEO specialists, so that the websites with the most appropriate keywords would appear higher in the results for relevant internet searches.
Following this update to its algorithm, Google now also take into account a website’s audience behaviour and each user’s online preferences when it comes to ranking search results. For example, Google will make a note of the different subjects written in Gmail and take this into account when relevant internet searches are conducted in the future.
Theoretically, this is good news for everyone. If someone is interested in what you do, and your content matches their search parameters, then they are more likely to see your page.
“If you want to see an unadulterated results page, look at something you Google a lot while logged in, then switch to incognito mode and try the same search,” says Dave Convery, content manager at Simple-talk.com. “You will almost certainly see some different pages, and probably a different order to your results.”