Online marketing is changing directions fast and furious! What was trending last month is now set on the path of oblivion. The main agent of this change is primarily the search engine giant Google. As far as SEO is concerned, Google has the last word because of its dominant market share. Because SEO is the center of the online marketing world for most businesses, you cannot simply ignore the influence of Google and its policies. Because of the shifts and modifications in this policy, the face of online marketing is rapidly changing color.
The core area where Google has struck a decisive blow is the world of SEO spamming. You can no longer think of sophisticated ways of spamming the search engines to grab better SERPs. In fact, thanks to the spammers, the search engine algorithms of Google are now more user-friendly and anticipatory! Content farming, that delightful way of startups and small business companies to churn out articles and blog posts by the hundreds in a week, is not working so fine anymore. Google now attaches more value on content written with sincerity and passion than just cranked out to meet deadlines.
Social media networks are also bringing in the changes when it comes to online marketing. Studies reveal that more users are now checking up their contacts on social media before buying anything. It means you can no longer have an online marketing department that does not include the role of social media networks like Twitter and Facebook, if not LinkedIn and Instagram or Pinterest. Moreover, social networking data is being reflected in organic results generated by search engines like Google. Some experts feel that in the not-so-distant future, the influence of these social networks will dwarf the role of keywords and SEO.
Google is now paying more attention to engagement between customers and online users with websites rather than keyword optimization. Packing in keywords or building up links will take not you far if your website is of low quality. Bounce rates, CTR (click-through rate) and various other metrics are being brought in to determine the usability of a website. Google’s innovations, Panda and Penguin, have dealt telling blows on the use of long-tailed keywords for spamming. It is time for the online world to pay more attention to the end user or the customer instead of the back-end SEO parameters.