“SEO” means Search Engine Optimisation including On-page SEO and Off-page SEO:
- On-page SEO: design site to follow H1, H2, H3 tags, Schema tags, SEO friendly URL etc.
- Off-page SEO: write articles, press releases, blogs, comments, and content with embedded keyword “backlinks” to site.
But institutions have continuously followed villainous practice to raise rankings that Google doesn’t want, but expects relevant, real content on the internet that people want to read and tell other people to read.
In recent survey of eMarketer, it is proved that relevant content is the most important factor in SEO effectiveness.
- Google gets over 100 billion searches a month worldwide
- 86% of B2B marketers and 77% of B2C marketers use content marketing.
- 72% of marketers worldwide said relevant content creation was the most effective SEO tactic
- 43% of consumers do online research while going into the store
“In Google Search objective is not to ‘make your links appear natural’; the objective is that your links are natural” – Matt Cutts (Head of Google Web Spam Team)
Google algorithm “Penguin” display ranking of content in search engine. According to this weight of emphasis from just “backlinks” is more and more towards social media likes, shares, tweets and 1+ (Google+ obvious favourite.)
What does that mean?
- Google used to think if content is linked to someone on the Internet then it must have valuable content.
- But, now Google seems to believe that if any content has been promoted with social media it is more indicative of relevant content and less likely to be faked, which results the social signals are bigger part of the Google algorithm.
In the end, institution must invest in real & relevant content that their audience wants to read & share,following with the internal SEO practices to make sure it is found on search engines.