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<strong>When</strong> I <strong>first</strong> <strong>entered</strong> <strong>the</strong> <strong>digital</strong> <strong>marketing</strong> <strong>arena</strong> <strong>almost</strong> a <strong>decade</strong> <strong>ago</strong>, SEO was <strong>the</strong> buzzword of <strong>the</strong><br />
time.<br />
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It was a relatively simple concept to grasp and quite simple [yet labour intensive] tactic to deploy. Best<br />
of all, <strong>the</strong>re was no need to invest in monthly <strong>digital</strong> advertising!<br />
abul hussain internet <strong>marketing</strong><br />
Businesses could create a website in a day and use what are known as ‘blackhat’ marketers to dominate<br />
<strong>the</strong> front page of Google’s search results to generate customers on autopilot.<br />
abul hussain consultant<br />
The tactic <strong>the</strong>se blackhat marketers used was ra<strong>the</strong>r simple – build as many links as you could back to<br />
<strong>the</strong> website you were trying to rank.<br />
abul hussain author<br />
At <strong>the</strong> time Google’s algorithm treated <strong>the</strong>se backlinks as votes and <strong>the</strong> more votes you had, <strong>the</strong> more<br />
credible you were and Google would reward you with higher rankings in its results.<br />
I’ve known several people who have turned over millions of pounds and dollars simply playing <strong>the</strong><br />
blackhat SEO game.<br />
Several fraudsters selling magic potions and pills [you can imagine <strong>the</strong> sorts] had used Google’s platform<br />
to con hundreds of thousands, if not millions of people into buying unregulated crap.<br />
Come 2011, when Google thought enough is enough, it’s time to de-list all of <strong>the</strong>se low-quality websites,<br />
it introduced <strong>the</strong> Panda update.<br />
Thousands of online businesses that had been cash cows for years, suffered a collapse in revenue,<br />
literally over-night.<br />
The good ol’ days of gaming Google for a quick buck was over.
Google wanted to improve <strong>the</strong> user experience it was providing its search engine users, which meant<br />
that it had to fix its algorithm to display <strong>the</strong> most relevant results on its <strong>first</strong> page.<br />
This was a time when Facebook, which was by now <strong>the</strong> largest social media website in <strong>the</strong> world, was<br />
looking into entering <strong>the</strong> search engine market.<br />
Over <strong>the</strong> next few years, Google has tweaked its algorithm even fur<strong>the</strong>r with <strong>the</strong> Penguin, Hummingbird<br />
and Pigeon updates.<br />
The ‘Masters’ of SEO decried that SEO was dead! We had to ei<strong>the</strong>r start investing in good quality<br />
content or venture into paid advertising.<br />
Search engine spamming was surely dead, but could business owners on a tight budget, still use SEO to<br />
drive a steady stream of visitors to <strong>the</strong>ir websites?<br />
The resounding answer is YES!<br />
However, <strong>the</strong>re is a caveat and that is <strong>the</strong> process is now a lot slower and SEO is a longer game.<br />
Rarely will you find that you’ve published a new page on your website and it gets ranked into Google’s<br />
database over night.<br />
Instead of counting how many backlinks your website has pointing to it, it is measuring <strong>the</strong> quality of <strong>the</strong><br />
links.<br />
It is better that you have 10 links from credible websites, than 1,000 links from one-page blogs.<br />
So how can you win <strong>the</strong> SEO game? Simply invest your time in creating a better user experience for your<br />
target audience.
This means fixing up issues on your website, such as <strong>the</strong> loading time, navigation, page titles – <strong>the</strong> socalled<br />
‘on page’ elements.<br />
You also need to invest some time in creating quality content both on your website and off your website<br />
i.e. on o<strong>the</strong>r blogging platforms, videos, etc.<br />
Here’s a couple of things that you should incorporate in your SEO strategy for 2017:<br />
Identify websites where you can publish a guest blog<br />
Create a content plan for producing more videos for<br />
publishing on YouTube<br />
Get more social – create fan pages on all relevant sites<br />
website]<br />
and link back to <strong>the</strong> mo<strong>the</strong>rship [your<br />
Contribute to industry/market specific podcasts<br />
Put out press releases for any major announcements<br />
All of <strong>the</strong>se tactics will help you to gain good quality backlinks to your website.<br />
The name of <strong>the</strong> SEO game is still building backlinks, but focus on <strong>the</strong> quality over <strong>the</strong> quantity.<br />
On that note – SEO is dead! Long Live SEO!