Is the traditional search engine optimization (seo) outdated? (techweb distribution)
According to news from beijing time, 24 july, the leading american finance magazine forbes recently published an analytical article by the marketing expert ken krogue that the traditional search engine has been optimized. The seo approach is outdated and, following the transformation of the seo industry, it is now time for socialization and real-time content to take its course。
The following is the full text of the crog article:
In march of this year, i had lunch with adam torkildson, a leading seo expert in the utah community of practice. His words at the time shocked me: “what google has done before is making seo obsolete and the seo industry will die in the next two years.”
I put this view of tokildsen on my personal blog and immediately drew a lot of comments. Many of these commentators are colleagues in the seo industry of tokildsen. The content of these comments on my blog is broadly divided into the following five types:
1 tokildsen's statement is, in my opinion, remarkable (or ill-founded)
2. Promote themselves
Three, accusing me of "link bait."In the past few years, a blog has been written on the blog
4. The claim that tokildsen's view is untenable。
5. Agree with tokildsen and express its views on the subsequent development of the seo industry。
I often quote the bomber pilots of the second world war: “when you fly over the target, the fire is the most intense.” tokildsen's further elaboration of his point of view is undoubtedly well founded. I will summarize these explanations with some added background。
The so-called "seo" is the first acronym for "search engine optimization"。
Seo is also divided between internal and external seos. In-house seos account for about 15 per cent of all seo processing activities, i. E. Require network designers to design their own websites and be able to comply with the corresponding google requirements, thus enabling them to move forward in google search rankings. External seos involve writing articles, issuing press releases, writing essays, comments, embedding keywords and “reverse links”. As a result of the development of the seo industry, external seo processing now includes social media strategies。
In the past, seos were divided into "white hat" and "black hat" seos. The term “black hat” seo, by definition, refers to the use of some illegal techniques to enable its website to advance in google search rankings, which google does not wish to see. In contrast, the technique used by the white hat seo is that the traces of “badness” are not so obvious or more sophisticated。
So what does google want from seo? They would like to have highly relevant and real internet content to meet the information requests of internet users. If google can't bring you the most relevant content, it means that their work is not done。
Thus, in the sense of the term seo, it means that external websites are “competing” so that their most valuable content can be captured by google search engines (or other search engines), otherwise the content you publish will be forgotten in the “tangles” of the internet。
A month after tokildsen's statement, the corresponding measures taken by google have confirmed, on one side, tokildsen's opinion. Google stated that the latest algorithm published by google as penguin, for those manufacturers who use “suggests” to improve their search rankings, would be “downgraded” their respective rankings. In addition, google decided to shift the focus of seo from “reverse links” to indicators such as social media love, sharing, twitter information, redaction and “1+” button (1+ nature's favorite google). In other words, google has focused on social media followers, comments and opinions。
So what does google's shift mean? Google used to believe that if you were connected to someone on the internet, it meant that they had valuable content. Google's current attitude seems to be that if you promote something in social media, google will consider it to be more relevant than likely to be false。
The ultimate goal of all seo activities is only one: to provide internet users conducting search activities with access to the most relevant information through writing, designing and publishing videos。
If you make some content and post it on the internet and link it to any other website, it's obvious that your content is false. In fact, either the white hat seo or the black hat seo is essentially the same。
I actually did it myself. That's why i first met tokildsen。
It is clear that it is the very marketers whose marketing strategy is too proactive to “play” according to the original rules of the game. Let us recall that it was a fake advertiser, telemarketer, garbage fax and spam, and now it's seo。
Seth godin, a prominent marketing expert in the united states, once said: “all marketers are liars”. I'm a marketing man myself, so i know what's going on. In the marketing process, i feel that if the salesman is to be convinced, the salesman is to be “spoiled”. This is not true even for the current television ads and presidential elections。
According to tokildsen, seos are no longer linked to links, but rather to the extent to which users of the marketing website are involved。
In other words, seos are related to “sharing”, which the website cannot fake (at least the forgery process will not be easy to achieve). Google adjusted its ranking algorithm because it knew that it was familiar with unparalleled users who were turning to social media and who could identify false accounts. In fact, facebook can understand these things. As a test, tokildsen created 1,000 false accounts a year ago, which are now blocked。
I asked tokildson how his false accounts were “reading”? Tokildsen replied, “i'm not sure, and that's why they recruited phd students, but also why google bought twitter user data. Google wanted to buy facebook user data, but they relied on facebook's internal api. Today, social media have become an important part of google algorithms, and i have seen them using such data.”
So what should we do
“that's the strategy put forward by hubspot, which is that high-quality blog content can bring in a lot of social network followers. Your insidesales. Com published an in-depth study that could draw industry attention. This is also the oldest public relations school. It's just a 180-degree turn in pr. My specialty is public relations. And now it's the end of pr: what you really know, what people talk about is what you create. The value you give to the community is the reward.”
I conclude with tokildsen's statement: “that is to say that while the content is king, the community's active followers directly inspired the king to appear? My best friend snappcoThe cheryl of the nner pr will rule the world?"
Tokildsen replied: "the general principle is right. Dale did a good job doing that. They had only one account on twitter and had 1 million followers. The dell team is responsible for answering all questions from their communities and therefore maintains a leading position on branding and business image.”
I asked, "what has the latest transformation of seo affected you personally?"
Tokildson replied, "we have largely stopped doing the old seo business. While the original seo treatment could still bring some results, it was significantly different from the previous one. Google has taken measures to provide users with more relevant search results. Google will cancel those false rankings. Only real and valuable content is now reliable and requires community and interactive identities.”
What impact will the transformation of the seo industry have on entrepreneurs and business executives
In fact, the solution is simple: investing in content that is truly interesting, reliable and relevant to users. Making them more attractive makes users willing to talk and share them with others。
Although that is the simple truth that everyone understands, it is simply “easiness”。
