Prepare for the Upcoming SEO Apocalypse: Content Strategy is Now
Mar 30, 2012
March has brought an apocalyptic movement to the online world; Google is modifying its algorithms to regulate SEO to a purely foundational stance. Sites that are heavily optimized and backed by purchased, bulk backlinks will soon find themselves penalized at best — and de-indexed at worst.
As an alternative, sites featuring quality content — like the kind Centerline Digital creates — now have a better opportunity to show up on the search engine result pages (SERPS).
What this means for brands is that they will need to become producers of their own content. This is something that early adapters like IBM, Coca Cola and Old Spice have already begun doing, and we’re guessing it’s a trend that will continue picking up steam.
The video below is one that explains Coca Cola’s content strategy, which is particularly relevant to current events. Our hope is that it will help businesses figure out what they should be doing in this time of upheaval:
These might seem like grand, sweeping statements. But we’re not prophetic — we just pay attention.
The search engines have never been shy about telling the world what to expect. In fact, Google’s Matt Cutts and Microsoft’s Duane Forrester recently went public at a forum promoting the importance of content and social-related elements and how they impact ranking.
The essence of the conversation was that change is coming, and soon.
Among the more interesting comments, Matt Cutts said, “There is something we’ve been working on in the last few months. Hopefully in the next couple months, in the coming weeks, we hope to release it. The idea is basically to try and level the playing ground a little bit.” To clarify, Cutts added, “…For all of those who’ve been over-optimizing their website, or overly doing SEO compared to those who are making great content and a fantastic site: we want to make the playing field a little more level.”
Duane Forrester also lampooned SEO, which is one serious red flag. He said, verbatim: “Over optimization is a problem.”
Forrester also stated: “Essentially what I am telling you is that if you’re not engaged socially — you’re missing the boat. Because the conversation is happening socially about you and about your content. So you need to be engaged with that. Those are really important signals for us. Whether you’re involved or not is your choice — but those signals still exist.”
For those wanting to listen to the whole audio file of Cutts and Forrester discussing the upcoming SEO tanks, we’ve provided a link.
But in summary; if you’re an enterprise, and this is you:
You might need to rethink things. Start by optimizing your site lightly, producing fabulous content and getting involved socially.