KEO Marketing

Be in the Know.

Brace your website for Google’s reaction to over-optimization

Google algorithms might seem difficult to work with at times, but they ultimately serve one purpose – to encourage web pages to feature high-quality content. As a result, most changes to the rules that the search engine company makes are intended to eliminate tricks to get around their guidelines and foster better text and media.

According to Search Engine Land, Google software engineer Matt Cutts recently gave an address at the South by Southwest Festival in Austin, Texas, making this clear. He warned that in the coming months, organizations that maintain websites should be prepared for a backlash against what is being termed "over-optimization."

Over-optimization results when businesses take their SEO efforts a little too far. Instead of embracing the generation of high-quality content marketing, companies often join affiliate programs and buy links so that they can simply improve traffic. Consequently, Google's next update is expected to alter this hierarchy and favor websites that create much more useful content and information over those that simply follow the letter of the algorithmic law in terms of structure, keywords and linking practices. Avoid this trend by either starting or maintaining strong search engine marketing efforts that are focused around news, blog posts and informative updates. 

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.