With the recent announcement of the 24th Google Panda update, marketers have to be on top of their search engine marketing strategies. Search Engine Land writer Sheri Thurow suggests that instead of creating new algorithms and optimization tactics, it’s time to look at the big picture and apply changes that fit the grand scheme of SEO. Thurow juxtaposes the “old” SEO and the “new” SEO, saying the old focused on minute details, and the new focuses on a much larger concept. Online marketing should revolve around user relevance and website legitimacy. Here are two aspects of the “new” search engine approach:
1. Search marketing integration
Social media and link building will play an important role in establishing relevance for websites. A brand’s presence isn’t limited to the company website; it is spread across all social networking platforms and customer forums. This means that search engines will look to outside sources for validation of legitimacy.
2. Keyword role
Thurow says that the often overused term “keyword” is really just a word for various types of labels within a website. For instance, keywords can refer to content labels, navigation labels and document labels. The big picture here is that the words are meant to provide accurate and useful direction and material for website visitors.