The value of content for search is underscored by the head of Google’s Webspam team, Matt Cutts, who would “love a world where link builders thought first about the content or web site and why that web site is worthy of a link, versus first being concerned about getting links” . ( Searchgengineland)
In other words, Google is placing emphasis on those sites that provide useful information and value for the user. There is a clear directive here for SEO managers and website marketers to refocus their energies away from obsessing about single keyword ranking to a more contextual, authority based and integrated approach to the quality of the content that is being offered. This also means that content should include infographics, video, presentations etc. Gone are the days when building links to your site meant the overuse of keywords and business directories. It’s all about authenticity, user -value and accessibility now.
The above view is re-emphasized in Google’s latest Hummingbird update. “Hummingbird is one more (big) step in the same direction Google has been heading since day one: Deliver the absolute best result to users, as fast as possible”.
Google has become much more sophisticated and has moved way beyond search ranking based solely on single keywords or keyword combinations. Referring to the most recent Google updates, Nate Dame of Search Engine land summarizes the present situation as follows:
“One of the goals of this update is to better understand the meaning behind words in search queries and deliver relevant results — for example, searching [pizza] at home might mean you’re looking for a recipe, but searching [pizza] on your phone most likely means you need the closest pizza joint, pronto. Conversational search came up too: “Having a ‘conversation’ with Google should also be more natural”
What Web marketers should be doing
So, as an SEO adviser or Web marketer, what should you be doing. Firstly, create interesting and awe-inspiring content. You should also be analysing the main influencers and thought leaders in your field and finding out what the user is looking for. Involvement in social networks and online communities and discussion groups such as Google Plus is a must, as this is where you can pick up on the latest trends and interested. Finally, from an SEO perspective you should earn your backlinks organically through authoritative and compelling content that entices people to visit and link to your site naturally.