Vuna Marketing

In early 2011, Google shook the world of SEOs by announcing the new update of its SEO algorithm for the occasion entitled "Panda", a penalty affecting 12% of its results, mainly in the websites whose contents were not of sufficient quality. Late 2011, Google announced a new algorithm this time hitting 35% of its results. Beyond these major announcements, Google engineers are constantly working to improve the relevance of their engines, they would also nearly a hundred small changes each year. How to ensure a lasting visibility of your website under these conditions?

Google has given the rules.

Some SEOs still think that their job is to position a website artificially playing on the shortcomings of Google. Playing with the yellow line is a risky game. If no one really knows the Google algorithm, we do know that its engineers are trying to do. They aim to respond to the most relevant queries. The quality of content, key words, the PageRank on TrustRank , and all notions behind which hide referrers are only the means but not the end. The purpose is to provide the best response to the request of a user. The work of SEO is not limited to technically optimize a site and its netlinking, the work of SEO is to ensure to best meet the needs of users.

Quality content vs. content relevant

With "Panda", referencing the world seems to have rediscovered the virtues of quality content. In fact, Google has just corrected the deficiencies of its algorithm that gave too much emphasis on irrelevant content and only designed to position themselves.

PageRank is dead?

This is a question that seems to feed the endless press called "SEO (Search Engine Optimization). But is this the right question? Search engines try to determine the relevance of a page by analyzing its context. Google PageRank is used for this purpose in 1998. No doubt that Google determines it differently today. All that is objectively an element to tell a page is more relevant than another may be considered part of SEO, it is useful today or tomorrow.

Google and the user experience?

Google has a great deal about the speed of display sites. Google seems to be very much interested in the quality of the user experience offered by the sites. This is understandable simply a site offering relevant content but with a very bad user experience will be misjudged by a user, calling into question the credibility of Google. It is quite possible that in future, Google favors not only the results that it considers relevant but also those who are pleasant to visit.

"Siri" prefigures the research revolution

Eric Schmidt (Chairman of the Board of Google) has described the personal assistant "Siri" Apple of "Google Killer". Beyond the new search interfaces that allow "Siri", it is especially the demonstration that a program can have enough intelligence to understand the content. This is therefore a matter of time before search engines do not incorporate technology similar to "Siri" in order to provide ever more relevant results.

In conclusion: Revealing its website

So what is the role of an SEO? In 2012, we must be clear, it is still easy to play with the shortcomings of Google. You should know that it is more relevant to focus on the longer term, work on content and services. As noted in an interview with Matt Cutts, the role of an SEO is to make it easier for Google to identify relevant content. The work of an SEO must go beyond mere content optimization and site netlinking must also work on quality content and relevant while trying to deliver the best possible user experience.