Charles Dickens wrote A Christmas Carol with one main storyline: scare the bejeebers out of Mr Scrooge with his past, in an effort to hopefully steer him towards a better tomorrow. Scrooge didn't think things were so bad in Christmas past, he grumbles a few "bah humbugs" and hardly gave it a second thought. It was only when the ghosts of Christmas present and the Christmas of the future appeared did Scrooge see the error of his ways and make a change for good, guaranteeing him and those around them a prosperous life! Oddly enough, this ghoulish holiday tale relates to SEO...
The Ghost of SEO Present…Far be it from The Search Agency to pit itself against the literary might of Charles Dickens, but in the spirit of Halloween today and the rapidly approaching holiday season, Scrooge's story does tend to remind us of the similar story of SEO. Once littered with everything bad, many SEO practitioners had reached a status quo of barely passable SEO content, and a constant supply of paid links, directory submissions and article distribution sites. Then *bam*-- along comes the ghost of Christmas present in the form of a Panda and a Penguin, destroying business models and demanding better content, better links and better value to users.
The Ghost of SEO Future…The Search Agency was already figuring out the 'what's next?', while most other agencies were figuring out the 'what now?' In late 2010, we started pulling back on traditional linking strategies and focusing on quality content and a "Search Everywhere Optimization" strategy. In 2011 we incorporated social, consumer experience and better content strategies into the SEO mix, focused around an "Intent to content" mantra. In 2012 we pulled all these factors together (and more) under one umbrella christened h(SEO), offering a holistic approach to SEO strategies we're sharing with the industry, and today with you. What does an h(SEO) strategy offer?
- While nothing is bullet proof in a world of ever changing technology and a Google behemoth, h(SEO) is built to withstand current and future algorithm updates. It reinforces alignment with (current) Google guidelines and emphasizes the core understanding that building relevance will satisfy both users and search engines (and that the two goals are complimentary) in the long term.
- Insights and tactics to ensure "social for SEO" is woven into a successful online strategy
- How post-click engagement, and the importance of user signals to search engines (and other users), is a key component to include in any SEO strategy.
Tags | hSEO