SEO Grimsby News – Google’s Shift To Semantic Search, But What Is Its Impact on SEO

Way back, at the beginnings of SEO, it had nearly always been about keywords.

When we prioritised keywords over content quality because, after all, that’s what it took to get ranked.

A world of quantity over quality, it did not really matter if the keywords we used sounded surgically implanted or not.

We all knew that it worked, so went along for the ride.

Just like VHS has gone, (I remember when the best Video store in town folded). It is no longer about using hundreds of keywords.

Just like the slimline blu-ray DVD has replaced the VHS recorder; natural use of keywords in content is the way forward.

We live in the modern, reinvented world, where semantic search makes a major impact.

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SEO Grimsby News – HTTPs and Google

What Is HTTPs

sslHTTPs (Hypertext Transfer Protocol Secure) is a secure communications protocol used for secure communications over a computer network, HTTPs is a much more secure version of HTTP.

HTTP (Hypertext Transfer Protocol) is a system that is used for transmitting and receiving information across the Internet.

HTTP uses a request and response procedure that all agents on the Internet follow, meaning that information can be quickly, easily, and accurately broadcast between servers, which hold information, and clients, who are trying to access it.

HTTP is commonly used to access HTML pages, but other resources can be utilised via HTTP.

In many cases, clients may be exchanging confidential information with a server, which needs to be secured in order to prevent unauthorised access.

For this reason, HTTPs, or secure HTTP, was developed by the Netscape corporation, to allow authorisation and secured transactions.

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SEO Grimsby News – 5 SEO Myths: You Already Do One or Two

mythGoogle makes hundreds of changes to it’s algorithms a year; this means that it is a constant battle to stay ahead of the game and keep your webite at the top of search results.

Panda 4.0 is the most recent major update to Google’s algorithm modifications, where they focused on Quality vs Quantity.

If you would like to take a better look at what Panda is, and what has changed take a look at this post.
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SEO Grimsby FAQ: SEO and Content Marketing:

SEO and Content Marketing

google-hummingbirdWhen it comes to analysing the Internet, SEO has always been the measurable aspect of Google’s armouries.

Data does not lie, SEO techniques, tactics and content marketing are the backbone of any good strategy.

Google’s need for something deeper has just been substantiated by its new update, Hummingbird.

Nothing has meaning without context, search engines have always had this aim.  By giving the user content, it takes search engine results away from any tailor made approach.

Where Will SEO Take Us?

Completely different to the broadcasting techniques that traditional advertisers have employed in the past, Google has deliberately moved toward what is known as narrowcasting.  This follows the idea of targeting your audience so that ads and search results are not wasted on people who have no interest in them.

This is a complex technique, whereby building up a profile of users to provide search results that are based on individual relevance. At the moment it’s results are not foolproof.

Instead of each update overriding the previous one, Google is simply supercharging its engine, one algorithm update at a time.

It’s only purpose is to find out what people are searching for, and provide them with it.

Black-hat SEO techniques, instead of staying true to this principal, try to trick or exploit the algorithm itself.

Methods like page stuffing, content farming, unnatural link building and keyword overuse are just lazy attempts at trying to manipulate a system that was created to satisfy the user.  This, in part, is why Google employs a few thousand extremely clever people, this is why these underhanded techniques will always live on borrowed time.

Where Does Content Marketing Come In To It?

The misunderstanding that these updates are here to kill off SEO techniques cannot be further from the truth.  You just need to understand the progress of SEO and combined content to realise why Google exists in the first place.

Google Hummingbird LogoGoogle’s search engine was created with one goal in mind, making the search experience as easy and useful for users as possible,  this is because easy and useful translates to more financial wellbeing for Google.

If any of it’s updates are seen as particularly harmful to a brand’s online identity, then the company in question should reevaluate the effectiveness of its content, and whether it’s methods are in line with Google’s plight.

Panda’s arrival assured that thin, low quality content was punished.

Penguin attacked link farming and irrelevant linking.

Hummingbird aims to add context and conversation to the equation.

The combination of these three major changes points to that gorgeous wallflower that many SEO companies had chosen to ignore until now,  content marketing.

Making Your Content Marketing More Human

While creating content that is relevant, unique and creative, you promote organic sharing.  Ultimately, there are three steps to get this right:

  • Align your goals with Google’s, in other words, create content that deserves attention and rankings from Google
  • Base your content on what the world is currently looking for, by keeping an eye on and anticipating trends
  • Create a community by engaging with your audience and developing the conversations

Instead of adding content to your SEO, you should be adding SEO to your content.

The priorities of this approach is the new angle that all companies should pursue.  It is inaccurate to say that quality and relevance is the new game.

These two factors have always been in the game, now Google is clever enough to see if you are trying to cheat.

The question was never ‘what is Google looking for’ .

It was always ‘what do people want from Google’.

If you create your online strategies based on this theory, then Panda, Penguin, Hummingbird, or any future animal themed update should not affect you in a negative way.

SEO has never been distinct from good content marketing.  In fact, content marketing is the ultimate form of search engine optimisation.  It is emphasised by the way that you have been creating quality content that is original and appealing to users,

Above all, the technicalities of search engine updates, algorithm changes and page ranks, has always been really very simple. Although there have been attempts to get under Google’s bonnet, you should remember one thing.  The unavoidable fact that across the internet, there is a real person at the other end, reading and sharing your content. Or not sharing it.