Measuring keyword achievement in SEO via a ranking report? Google looking more like a portal
No, it isn't the year 2000 all over again. This is today's search environment.
The More SEO Changes, the More Things Stay the Same
SEO, at its core, has always been and will go on with to be about gaining a natural presence in the search engines. Certainly, over the course of the past 10 years, what that usual presence might be has changed quite a bit.
The changes we've experienced over the past few years have absolutely gained the knowledge of our industry. "Content marketing" became a buzz word. Social media marketing has become a common part of SEO recommendations. Content support is key to gaining natural links.
In a usual change that recognizes the ever-evolving changes taking place in the digital marketing industry and the more diverse educational necessities of today's marketing community, our global SES Conference & Expo series, will be changing its name and rebranding to ClickZ Live.
But what's in a name I hear you ask? The shiny new ClickZ Live series will be an addition of ClickZ and will incorporate all the many verticals that you can find in our online publication, including social media, display, mobile, gaming, email, digital TV advertising and marketing, and more. As the digital landscape has altered and content marketers have come to expect more beyond just search marketing (SEO & PPC), we too wanted to align ourselves with this progress.
It seems like "search" is being taken out of "search engine optimization" In truth, many companies, with my own, came to this conclusion months ago. We determined that we needed to change the position our company, because what we do mostly (SEO) is now so involved in so many aspects of "digital marketing". We started with the things that were easily changed.
SEO Engagement Today
There are many mechanism of an "SEO engagement" today. Some of those that existed years ago that are now "hot topics" include:
• Content Marketing: This buzzword has caught fire over the course of the long-ago few years. Many people define "content marketing" as "writing content", and I suggest that without "content", you can't have a web presence. So, is this really all that new? Nope. Been doing this forever, but it is much more than "just" textual content on a web page, now. Infographics. Video. Viral/shareable content. Content takes many forms. The meaning of what "content" is has certainly evolved over the years.
• PR: In the SEO world this short form was severely used for "press releases". In today's SEO, it's more about "public relations", result influencers and pitching stories/content or using services such as HARO to find opportunities to have our clients contribute to an article. Yeah, we'll still involve ourselves in press releases, but it's more about the promotion of something of substance in order to gain traffic, awareness, and the possibility that someone might actually write about (and link to?) what we're promoting. "PR" has evolved.
• Link Building: It's still important – dare I say "vital" – to work on gaining links for a website to gain a natural presence in the search engines. While the engines work toward lessening the importance of link building, the value of links isn't purely for SEO. And, today, as we all know – it's not just about "links" but rather "citations". These can take many forms, but essentially link and citation building is about "good marketing/promotion". Link building has evolved.
What Should We Call This latest Industry of Ours?
We are, more and more, talking with our clients about things that include what they're doing with email marketing , video , and viral content production/promotion.
Krista LaRiviere wrote a terrific piece, "Web Presence Optimization", about the shift of SEO. It's absolutely true.
Many SEO/SEM agencies have evolved toward this truth. The SES Conference has evolved toward this truth.
you might also like: SEO For 2014
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