The Search Engine Optimization (SEO) industry is always changing in an endless evolution; the techniques available have largely remained the same for the last five years, but how the net is being used by surfers has undergone a significant sea-shift. Social Media has made a huge impact, and sites, such as Twitter and FaceBook, are delivering almost real-time information about what is going on now instead of accessing an indexed archive i.e. a search engine.
Consider this scenario:
Company A relies on traditional SEO services – funneling marketing efforts into a keyword or phrase, say, “green energy”, which has been identified from keyword research based on relative use by competitors and search engine research.
Company B operates in the same market as Company A, however it relies on Real-Time Search (RTS) – the RTS results for which keyword they should be focusing on is “bio-ethanol”. This has been identified by what consumers are discussing, searching for and emailing each other about the most right now.
Under these circumstances, Company B has its SEO finger on the market’s pulse, whereas Company A is using historic information upon which to base its future internet marketing strategy.
Knowledge is power – Company B is likely to attract more traffic to its site than Company A, because it is deemed to be more relevant to what people are interested in right now and the search engines are going to give it increasing relevance which means a higher ranking. More than this, users are interested in “bio-ethanol” more than they are in “green energy”, which will generate even more targeted traffic to their web site.
Twitter provides real-time data on what surfers are interested in almost instantaneously, and while other platforms, such as FaceBook, have enabled real-time data access, Twitter leads the way in delivering usable information. This is why Twitter has become the real-time information source of choice for a number of search engines including Google, Bing (in tandem with Yahoo! and Microsoft) and a host of others.
The results you see returned from a search engine are giving increasing relevance to fresh content; in other words, what people are talking about “now” is more important compared to what they talked about yesterday, much more so than last month and vastly greater than a year ago.
SEO techniques must change to keep pace with the how search engines are tapping into real-time information sources and the new relevance this has to SEO and rankings. Clients and their advisers must take into account the increasing weight given to real-time search and real-time sources of information. As Twitter is the leading source, this means efforts should be focused on establishing a Twitter presence which is relevant and authoritative.
RankPay clients are already enjoying automated, real-time updating by use of an auto-Tweet feature which was enabled for client sites in October. The auto-Tweet feature automatically posts, or “Tweets”, to a Twitter account, providing interesting content for other Twitter users as well as providing another avenue to generate links back to the main site.
By leading the way in breaking new SEO ground, RankPay is at the forefront of developing an online reputation for clients which is increasingly important for gaining high rankings. Within a year, those web sites with a real-time reputation for providing relevant, quality posts using Twitter, will be gaining enhanced rankings simply because they are deemed to be more authoritative than another web site which has ignored RTS issues.
In order to get ahead, clients need an SEO partner who understands how search engines and user habits are developing, in order to continuously adjust the strategies needed to gain and maintain high search rankings.