Social engagement, rather than search engine trickery, yields top Google results.
We all know about Google’s algorithm, Panda. Launched around February of 2011, its artificial intelligence enforced the best practices guidelines Google had long provided to those seeking to optimize their websites. Their new algorithm, Penguin, created much stronger methods of preventing websites from tricking search engines into ranking them ahead of their competition. The update emphasized the importance of quality content, originality, and overall user experience. What does this mean? Stop focusing on technology and tricks and start focusing on people. If your website appeals to people, it will appeal to Google’s algorithms too.
But the Panda and Penguin messages go deeper. A brand’s website isn’t the only place on the Web it needs to maintain a strong presence. Search engines are placing an increasing importance on how social media services influence their ranking of brand web sites.
SEO Isn’t What You Think It Is (Fast Company)
Illustration by Ricardo Tercio