White Hat SEO Starts with an understanding of the Googletopia
Blogs are supposed to be useful and informative and engaging. As my inaugural blog here at our small but salty SEO Company, we need to set the tone right by starting off with straight talk.
Google has been telling SEO’s what to do for years – make the web experience better by focusing on user engagement. In fact, it’s the first line and first heading at the very top of their mission statement:
“Focus on the User and All Else Will Follow”
So, what have SEO’s done in the last decade? For the most part they’ve worked very hard to manipulate the search results with their knowledge of Google’s link popularity weighted ranking system. As a result, SEO’s, which should be Google’s best evangelists by coaching site and blog publishers to just “be awesome”, have become enemy number one. Rather than focus on quality for users, many SEO’s focused on a manipulation of the link democracy.
Let’s rewind –“focus on the user”. What does that mean? I’ll take a stab at describing the future of Google, otherwise known as the Googletopian Vision.
When you do a Google search, it will never allow a futile result. You will enter the Googletopia – where all searches have a happy ending. Every page you land on won’t just have great relevance, but it will make you want to read more and more and follow the site owners on Google+, Facebook, Twitter, Linkedin – or maybe just Google+ because we are in Googletopia. You will want to share it with all of your contacts and friends. When you finish devouring the delicious content served up by the Googletopian search, you only be left wanting more and waiting anxiously for a new blog post or even a tweet to appear on the revered result you just found.
Suffice it to say that if the content you publish – whether it is a website, article, Facebook post, blog, image, or video – is good enough to spark real conversations because of its genuine, informative, and entertaining nature then you’re in symbiosis with Google’s Googletopian Vision, and on your way to being a part of the Googletopia. Conversely, if the content you publish is just words with relevance written to please the search engines or gain backlinks from third party publishers who care little about user engagement, then be prepared to be obscure.