There have been many changes over the last 2 years especially in the practices now used to market business websites online. The amount of change that has taken place over the last 24 months has be no less than mind blowing. Online marketing has evolved rapidly and SEO in particular has seen many changes. The Google updates including the panda and penguin updates have been game changing. Let’s be honest not too long ago poor quality content full of links with exact same anchor text was pretty much all you needed to rank a site well. Those companies that relied on networks could simply syndicate 100’s of blog posts across blog networks. In terms of rankings, this worked but many of us had been saying for some time that Google was going to address the issue. For many legitimate Agencies, the penguin and panda updates have meant that an overall Inbound marketing strategy is now required.
Quality content, social media signals, user engagement and customer experience are really what should drive an online marketing strategy not just links. SEO has received a lot of stigma of late and many business owners tend to be weary of the term SEO. As part of sales strategy, selling SEO on its own is really tough simply because it is no longer achieves the same results. As part of an overall inbound marketing strategy, SEO still has a major part to play in achieving successful and sustainable online results for clients. Quality content is the foundation of any inbound marketing strategy and social signals and links simply provide relevant signals to the search engines. Guest blogging and blogger outreach has seen an emphasis on building quality links throughout the Online marketing community.
The recent shift from SEO MOZ to Inbound Marketing was further highlighted when SEO MOZ became MOZ. The biggest SEO institute in the world suddenly changes its branding to MOZ. This has really just highlighted that successful Online marketing now requires a much more holistic approach and just relying on search engine traffic is not sustainable. There have been many thoughts on what other factors are now used by the likes of Google to rank websites. Social signals, user engagement, reviews, Google authorship are all signals that may come into play if not yet certainly in the future. On page optimisation and building quality links is still an important element in ranking a website well as further highlighted in the ranking-factors-2013 by SEO MOZ.
For Inbound marketing agencies, SEO consultancy alongside social media, content marketing, user experience and conversion rate optimisation all form part of an overall marketing strategy. For more information on how inbound marketing can help your business simply visit Magnetizepr.co.uk.