Is it the end of the SEO era?
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Photo Credit: Shutterstock, image processed

Those who truly understand, live and breathe the world of internet marketing every waking minute of their lives know that SEO is here to stay

Photo Credit: Shutterstock, image processed

Photo Credit: Shutterstock, image processed

Mashable is one of the most well respected websites dealing with social media. It defines itself as a “leading source for news, information and resources for the connected generation”. In most cases, the website manages to supply its readers with valuable information regarding social media and the World Wide Web. However, an article that predicted the expiration of SEO proves that even a well distinguished website such as Mashable may be mistaken. Horribly mistaken.

Time and time again professionals declare the end of SEO, and I have to admit that their arguments sound valid. However, those who truly understand, live and breathe the world of internet marketing every waking minute of their lives know that SEO (the initials for Search Engine Optimization, organic web promotion) is here to stay. Evolving? Yes. Morphing? Definitely, Expiring? Absolutely not!

The argument against SEO and what happens in reality

As previously mentioned, the arguments raised in the article published on Mashable might sound convincing and are partially true. But those who would act in accordance with the recommendations of the article will find out that their website will not be promoted in the rankings if the content of the website is considered to be part of a competitive field.

For example, the writer of the article claims that Google’s decision to stop providing information regarding the popularity of keywords damages SEO and is a clear indication of the end of organic web promoting. Google’s decision is a known fact but the interpretation of its meaning is mistaken since professional web promoters do not need that information to bring good results.

Another example as to the misconceptions of the article is the argument that Google decided to end SEO since it defies its goals. It’s true. Google has changed and improved the algorithms used to rank the endless number of existing websites. However, those who are suffering from those changes are not the SEO professionals, only those websites who were promoted based on illegitimate methods promulgated by shady web promoters.

On-page optimization

Apart from the criticism of the article, it is important to mention some true statements made by its author. Specifically, the suggestion to create quality websites that will serve as a viable base for proper web promotion on Google (and other search engines).

Quality content that is truly beneficial to the readers, affords easy and intuitive navigation, accurate hierarchy and meticulous examination. Such websites will not have any errors such as broken links or wrong pages. All these aspects of quality sites are intracle parts of the SEO process. Hence SEO is not going anywhere.

Links have lost their prominence yet we still can’t give up on them

Contrary to the point of view expressed in the article, experience shows that even today, there’s great importance to creating links for the purpose of web promotion. Any attempt to promote websites in categories that have medium to high competition without creating a hyperlink strategy is bound to fail. Even after many of Google’s algorithm updates, links have great significance when it comes to rankings.

A few points to notice when creating links (partial list):

  • Prioritize links from the same category. Link from websites of the same field of interests to the promoted website, directly or indirectly.
  • Another important property of useful link creation is variation. Website topics and link type (text, image, nofollow, dofollow and more) are crucial to linking strategies. Most importantly, make sure that the links will appear on a different anchor text every time.
  • Use links that fit the criteria of the Google Penguin Update, Google’s most important update released in 2012. This update makes sure that links that are unnatural both in their source and the text that links them, do not promote and even prevents web promotion.

In Conclusion: SEO is still here, relevant and essential!

It is true that in order to promote a website it is essential that the content be of high quality, as well as to display presence in social media and other internet marketing methods. However, and this is of great importance, it will not be enough to promote a website that is exists as part of a popular/competitive field. High quality SEO will not disappear. On the contrary, it is reinventing itself and is more relevant than ever before!

This post was written by On Yavin, Joint CEO and head of the internet division of Exactive LTD. Yavin is an expert in Search Engine Optimization (SEO) with years of experience in web marketing.

Photo Credit: Shutterstock, Image processed/ vector illustration: zombie crawls out of the grave

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On Yavin

About On Yavin


Joint CEO and Head of Internet at Exactive, SEO expert with years of experience in online marketing.

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