Posted on: February 19, 2014
Three Key Takeaways from a new book
on SEO in 2014 & Beyond
For many years now, search engine optimization has seemed like a mysterious science, where only the tech geeks worked their magic to make websites rise to the top in search rankings. Well, I have good news for all of us mere mortals. Google is now basing its rankings on what real humans want, not the spiders or bots or other mysterious creatures that live on the web.
Matthew Rideout, our interactive marketing manager at NMC, recently recommended that we all read this new book, SEO 2014 & Beyond by Dr. Andy Williams. Thanks for the great recommendation, Matt! I especially like that this book was a quick read, not a voluminous textbook on SEO. Matt has told me that these common SEO practices are brand new; as a matter of fact, even the techniques that were used as recently as 2013 are now obsolete and can actually harm your rankings. Most people are aware that SEO has changed, but you will probably be surprised at how drastically and how recently the changes have taken place.
These are my three key takeaways:
1. No longer can you get away with “keyword stuffing,” which is inserting the words that you think people will be searching for in order to find your site. Here is an example of keyword stuffing, if I were trying to promote Nancy Marshall Communications:
At Nancy Marshall Communications, we are a public relations agency and we do public relations and build and promote websites, because we are experts in public relations, website development and internet marketing, and we know all about doing PR, website development, online advertising, and using public relations to help promote your website and your company so the public and the media can find you.
Is that a sentence that a human would like to read? Probably not!
The key is to create content that sounds like it was written by an expert, not a marketing person. Here’s the same sentence written in a more human way:
At Nancy Marshall Communications, we use our expertise in public relations and website development, as well as internet marketing, to help our clients raise their profile and promote their services.
This last sentence is more readable, and easier to understand. The sentence is created for someone visiting your site (a human), as opposed to the search engines.
2. Quality content needs to be useful, informative, and balanced, with no marketing hype.
3. From a personal branding perspective, you need to get your site name and photos of yourself on as many high-quality sites as possible, with links back to the appropriate pages on your own site. The high quality sites are sites that are owned by accepted sources of expert information or advice.
Dr. Williams’ book is full of expert advice on SEO that is new and based on Google’s latest updates which are called Hummingbird. These updates are based on an algorithm, or a series of mathematical equations which mimic the way the human brain searches for information. With more and more people now talking into their smart phones to find information, the way that searches are conducted has changed dramatically. (Siri, can you find me the best sushi place close to where I am right now?)
If you are interested in SEO, I recommend you read this book. I especially recommend it if a company is trying to sell you SEO services and you suspect that they are basing their methodology on outdated techniques. The techniques that produce fast results, which are called “Black Hat,” will definitely backfire on you because Google will punish you for trying to outsmart them. I compare Black Hat SEO to crash dieting. You might lose 10 pounds in a week but you risk gaining 20 pounds as soon as you go back to your old way of eating.