SEO Means Learn, Adapt And Survive To Avoid The Google Chop

There are no guarantees when it comes to SEO or Search Engine Marketing, except for one… It is always changing and it not going to stop!

New products, technologies and user behavior are forcing search engines to change, tweak and even reconfigure their search algorithms so that users find exactly what they want in the least amount of time. This is very much a cat and mouse game where company SEO strategies need to learn, and adapt, in order to survive.

The inevitable changes:

On-page content

This type of content needs to be highly focused and orientated heavily toward the audience and their behavioral needs. Knowledge is power, and knowing what your visitors want directly, will increase the impact of your content. This helps develop trust, repeat visitors and a reputation.

Unique, quality, shareable content

‘Content is King’… if it’s created properly. We have all been on the net long enough to see the percentage of useless content and news. This content has no value to anyone because it is created for SEO purposes, not the audience. These articles have no value and will not be read or shared by social media channels because they are considered poor quality. Google is aware of this type of content and will simply consider it as a form of spam. Content needs to be focused on the user, not the search engine.

Marketing Scalability

Anything that is over-used and abused online, to benefit SEO, is considered spam through the eyes of Google. Over use of directories and paying bloggers for links on a large scale has meant search engines have had to get tough on the online market. SEO is not easy, if it was everyone would be doing it! It requires patience, care and relationship building to spread your content and links. Your loyal traffic will be your ambassadors, make sure you service their needs with great information and sharable content.

What will not be changing in the SEO industry

Social signals

Social signs (virtual word of mouth) are crucial to the development of a website’s organic rankings, because Google ranks websites according to the volume of trustworthy social signals pointing back to your site and sending traffic.
Word of mouth in any situation is considered to be the foremost social media signal, helping Google to identify quality websites identified by real users, (not online bots).

On-page optimization

Websites need to send the correct information to Google and other search engines via their content. To satisfy search engine needs be sure your code is clean, so the bots can easily crawl and index more of your site quickly. The speed at which your websites loads is also an essential for search engines when ranking websites. Your website should do its best to help visitors navigate through the site without any problems.


SEO is still a highly valued asset to any digital marketing campaign and overall online brand awareness strategy, as it helps align a websites on-page and off-page presence with the search engines. This can only be achieved by focusing marketing attention towards user behavior and creating intrinsic value that users find relevant and that satisfies a need.

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Mike Shaw is has lived Zimbabwe, South Africa, New Zealand and currently resides in the USA and has always been eager to learn more about how the internet functions. Mike is SEO Specialist at Tower Marketing. His focus is on developing the clients website authority, trust and positioning in the SERPs. Mike has worked with both national and international companies such as Mercedes-Benz, Travelzoo, Car Hire Market and Selective Asia.

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