How Google’s Updates Can affect SEO Industry & Content Quality in Future

A few months ago, Google decided to introduce encryption on its search service. Needless to say, the decision created ripples in SEO industry.

It was the WebSiteMagazie that first broke the news. They even went on to claim death of SEO in near future but then retreated a bit to point it out that despite being a big change, this data removal has placed on a slow burn though SEO techniques are slowly adapting.

Without any knowledge of which search keywords bring which visitors to a particular page, search engine optimization will emerge stronger than ever as the professionals in this line will have to be more focused on content and management.

In a nutshell, Google has done a good job to better their service.

Google has also introduced other adjustments in their search algorithm including priority of quality over quantity, long-tail keywords etc which back things up, according to analysis. Some are referring to privacy improvements though many are of the view that Google is making effort to enhance value in the index instead of returning anything and everything closely related to a particular keyword-rich search phrase. What is more, Google Keyword Planner and AdWords are still there.

From SEO perspective, Keyword Planner is described as a catch-up tool. In other words, the SEO professionals who base their keyword suggestions on AdWords are placing faith in what are likely to be perceived as the most popular phrases by the AdWords buyers. It means viability of a keyword phrase though the two-fold danger should not be overlooked. The first and foremost danger is that reliability will be missing while building an SEO strategy around it.

Another danger is with removal of keywords from referring URLs, Google will forcefully drive the traffic achieving companies and entire SEO over to AdWords. This will push up prices and the sponsored results are more likely to have high relevance to the visitors.

Should this happen, it will be an AdWords buyer’s market. It implies those with high affordability will out-perform – if not edge out – those who are not so financially fortunate. Those who had a light budget for SEO purpose could get good results by researching on the keywords that worked and leveraging the same in the free index. In absence of this possibility, power will be back to the AdWords clients.

Google’s move is regarded as a good means to value high quality content. And according to many, this is the real intention behind instead of a drive for more profit especially for a company which once sloganed “Don’t be evil”.

Keyword Research – Advanced Techniques

Keyword analysis is the first step of SEO work. If you want a good rank in search engine result ladder, choosing the right keywords that are in high relevance with your business type is extremely important.

Majority of time spent for keyword research goes into trying to figure out what the users may type in the search box while looking for content. Choice of words is crucial to search engines as different words serve different purposes and also instruct the search engines what to do – dish out information, make a purchase or anything else.

Now, according to the specific goal of the website owner, an SEO professional may have high traffic flow in mind. The experts can also target those who are more likely to convert to customers. In either of the cases, the SEO experts often find themselves trying to do an uphill task while keeping themselves aware of frequent changes of algorithms, which are meant to produce more relevant results for the users.

The result, in depth, refers to a three-tier balancing act of traffic volume, expenses to achieve that volume and the ratio of buyers to browsers. There are three ways that can be of good help for you to redress the balance a bit:

  • Keyword Fishing – To find new trends for keywords
  • Keyword Mining – To assess visitors’ behavior against emerging keyword trends
  • Combination of Fishing & Mining – An SEM method of ‘bait and create’

Keyword Fishing

The technique is fairly simple. A URL is chosen for analysis and copied into Google Keyword Planner or any such tool. Here, a list of keywords, relevant to your webpage, will be generated. The trick is to choose a suitable URL. Online forums often give better URLs. You can also turn your attention to social URLs and sites.

Keyword Mining

This technique requires in-depth knowledge of filtering as well as ordering capabilities of the specific traffic analysis tool and also keyword analysis tool, which can disclose the search terms that can drive the prospective customers to the webpage in question.

Use the keyword analysis capabilities of Google Analytics or any equivalent tool in combination with the research tool to find out the most suitable long tail keywords.

‘Bait and Create’ SEM

For more effective result, you can also combine both fishing and mining. Choose a high-profile website receiving high organic traffic to optimize content around the high traffic keywords which is a direct result of fishing. After that, use mining to generate a pool of long-tail keywords that can be used to develop content on the main website.