In the world of SEO, some points tend to keep showing up their ugly heads every now and then. No matter how much you try to bury them because of their redundancy in the present times, some blogger or self-proclaimed SEO expert will bring them up to the surface. What usually follows is a discussion that, like every single time in the past, does not head to a conclusion. The first, and probably the most discussed, point in this vein is the interpretation and analysis of Google’s updates and algorithms.
Google comes up with some updates and changes that affect search engine optimization directly. Google puts up blog posts or videos to announce and explain those updates. Before the SEO community gets to sink their teeth into the message and the intended purpose of the message, bloggers all over the world are busy giving you insights and scoops that they claim to be privileged information! More often than not, you will find that the updates have not even come into effect and bloggers already begin to tell you how your website will be affected.
Unless they have been on the decision-making team of Google, there’s no way they can know for sure what those updates will mean to the SEO world. For example, when the Panda and Penguin updates were announced, or the Hummingbird for that matter, the SEO domain went into a tizzy trying to make sense of those updates. There were clear indications on the part of Google that if you are doing the SEO work right, there won’t be any adverse effects on your website. But such assurances are thrown to the dogs primarily because bloggers thrive on gimmicks wrapped as news.
The same goes for Page Ranks and rankings of keywords. We have got umpteen number of discussions on SEO blogs and forums to thrash it out that these two parameters don’t matter in the world of search engine optimization anymore. No internet marketer will pick a website with higher Page Rank if that site is not relevant to the purpose. Similarly, higher ranks in the SERP do not automatically translate into online sales conversions. These parameters of SEO success have died their natural deaths and need no exhumation! SEO is now BRANDING, the way you do it offline, same is applicable for online by means of content & other marketing techniques.