is the New SEO
been a fundamental shift in how Google determines content relevance.
On April 21, 2015, Google announced potentially sweeping changes
that will affect your organizationís SEO. The most notable will be favorably
ranking sites that are mobile-responsive.
Itís a fact that more than 50 percent of all web searches are
performed with a mobile device. Google naturally sees little value in
search results that cannot be consumed by that audience. Googleís mission is to
deliver the most relevant information for search queries, as quickly as
possible. That has always been true, and mobile-responsiveness is just one
aspect of it. More surprising is another fundamental shift in what determines
Relevant is What Gets Talked About
Letís assume your association blog provides practical,
high-quality solutions for a particular audience. You may be surprised to learn
that quality is no longer enough to earn Googleís attention because it is just
one of many relevance factors. For lack of a better word, the true differentiator
now seems to be style.
SEO used to be optimizing content so that Google could help you
reach an audience. SEO nowadays is first building an audience to then earn a
shot at getting noticed further. Itís a difference that relates to how things
work in the real world.
Consider who gets the most publicity in the country music
industry; itís not necessarily those that are technically better, but rather,
itís the fan favorites, the ones with a unique style or "itĒ factor that
already have an audience talking about them (think Taylor Swift). Like Google, major media outlets want
to tell their story because that is a surefire way for attracting a larger (and
more profitable) audience for everyone concerned. This is why sites like Amazon
always rank highly. Google knows their solutions are consistently in demand.
Theyíve proved they have an audience, and now every other organization
is going to have to do the same. The new SEO says that to get talked about you
have to get talked about.
This means going beyond quality. You have to develop a relevance
factor that resonates with a particular audience. That may be a unique customer
experience, or just about anything that is memorable, and can be amplified with
online content. Uniquely memorable gets talked about. Thatís the new reality
that should have all of us rethinking our value so that people get it ó and
want more of it.
Korhan, MBA, author of Built-In Social:
Essential Social Marketing Practices for Every Small Business, helps
mainstream businesses adapt their traditional growth practices to a digital