Search engine optimization is an integral part of every Internet marketing strategy, but it's not always easy to understand what strategies are best for the company. Search engines are constantly changing and marketers are trying to keep up so their websites bring in considerable business revenue. Matt Cutts addresses the misconceptions of SEO and sheds light on what marketers can do instead to help their rankings.
Cutts' new video speaks about the mix-up between algorithm updates and data refreshes, how Panda and Penguin updates aren't about gaining revenue for Google and the excessive time spent on link building and search engines, according to Search Engine Land.
Cutts says the Panda and Penguin updates – considerations that SEOs are fairly worried about on a regular basis – are all for the long-term usefulness of search engines. Businesses instead need to understand the bigger picture of their brand and uniqueness and promote that. SEO, while important to focus on, will come much easier if companies realize how to make their overall brand more enticing and engaging for target audiences. Instead of exerting so much energy on one part of SEO strategies, it's best to play to the long-term benefits of a website and online marketing tactics.