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Google is constantly updating its algorithm to handle the different ways people search and the type of content they encounter. In order to stay relevant to an ever evolving web, they have to.

However, every now and then they perform a major update that has some marketing agencies shaking with fear. These updates have been known to upset major websites by knocking them down from their top positions and in some cases have ruined businesses.

Probably the most notorious update was “Penguin”. This change to their core algorithm not only made it difficult to build effective links cheaply, but it also sought out those that had been trying to fool them, and reduced their ranking accordingly.

So was this the end for SEO?

Well no. SEO, Content Marketing, Inbound Marketing – call it what you will; the ability to promote your website so that more people will see it, and, therefore, it will be ranked well in Google is still vital. However, you really can’t cheat anymore.

Google has made it very clear what it believes are “good” and “bad” tactics for search engine promotion, and the rules are not hard to follow. We also know that if we find a trick or tactic that seems a little too good to be true, it probably is and that if we use it, we’ll probably end up with some kind of penalty.

And so it’s with dismay that I hear SEO advisers and consultants complaining bitterly about Google’s latest changes and giving advice on how to avoid problems.

Surely your site, or the sites you look after, shouldn’t have any problems?

Why you shouldn’t fear the updates

Poor SEO tactics such as paying for links, building your own low-quality links or trying to fool on-page factors may have temporary advantages, but they aren’t conducive to a beneficial long-term strategy.

SEO and content marketing are not projects for those looking for a quick win. They should, in fact, be part of the DNA of your company. Everyone in the business should be looking to promote best practices and talk about them freely.

Publishing your knowledge and measuring its effectiveness ought to be one of your daily tasks and by doing it, you should learn what else to publish and what your readers want. If you feed them the information they’re after; they will come back for more.

SEO, then, is not a tactic as such, it’s not a set of procedures, it’s a mind-set. It’s a way of disseminating information, ensuring people read it and getting them excited about it.

It’s about creating videos, presentations, graphics and text that will resonate with people so they’ll be compelled to share it.

None of that sounds in any way like a dirty trick or sneaky tactic, so if that’s what your SEO looks like, it doesn’t matter what Google does.

They can update their algorithms as much as they like and it shouldn’t affect anything you’re doing. Assuming what you’re doing is quality content marketing that engages people.