The last few weeks have been amazing. Google has made some big changes
and they are all part of a longer term strategy that has many
components.
You could argue that "tactical SEO is dead", but that's not quite right.
And don't run around saying "SEO is dead" because that is far from the
truth, and I might just scream at you.
The Main Changes are:
1. '(Not Provided)'
Losing Google keyword data is sad for a number of reasons. This impacts
publishers in many ways, including losing a valuable tool for
understanding what the intent of customers that come to their site, for
conversion optimization, and much more.
For tactical SEO efforts, it just means that keywords data is harder to come by. There are ways to work around this, for now, but it just won't be quite as simple as it used to be.
2. No PageRank Update Since February
Historically, Google has updated the PageRank numbers shown in the
Google Toolbar every 3 months ago or so, but those numbers haven't been
updated since February. This means 8 months have gone by, or two updates
have been skipped.
In addition, Google's Distinguished Engineer Matt Cutts has said
Toolbar PageRank won't be updated again this year, leading many to
speculate that PageRank is going away. I won't miss it because I don't look at PageRank often and I normally don't have a Google toolbar in my browser.
However, a lot of people still use it as a crude measurement of a site's prominence.
For sites with a home page that has PageRank 7 or higher, it may in
fact be reasonable to assume that the site has some chops.
Correspondingly, sites with a home page that has a PageRank of 3 or
lower, it is either new, or probably a low quality experience. Stuff in
the middle, you just don't know.
3. Hummingbird
If the idea that SEO is dead crosses your mind or turns up in print,
dismiss it. The fact is that nothing is really going to change in the
way that we pursue the almighty ranking, with the possible exception of
the resurgence of the long tail keyword, which was working its way back
into our hearts anyway. Everything that worked before Hummingbird’s
release will still work moving forward.
4. Google+
OK, this one isn't new. Google launched Google+ June 28, 2011.
While it seemed to get off to a slow start initially, many argue that
it has developed a lot of momentum, and is growing rapidly. The data on
Google+'s market share is pretty hard to parse, but there are some
clear impacts on search, such as the display of personalized results:
5. Authorship
OK, authorship also isn't new (launched on June 7, 2011), but it is a
part of a bigger picture. Google can use this to associate new pieces
of content with the person who wrote it.
Over time, this data can be potentially used to measure which authors
write stuff that draw a very strong response (links, social shares,
+1s, comments) and give them a higher "Author Rank" (note that Google
doesn't use this term, but those of us in the industry do).
We won't delve into the specifics of how Author Rank might work now, but you can read "Want to Rank in Google? Build Your Author Rank Now" for my thoughts on ways they could look at that.
That said, in the future you can imagine that Google could use this
as a ranking signal for queries where more comprehensive articles are
likely to be a good response. Bottom line: your personal authority
matters.
6. In-Depth Articles
Often when you're searching on Google for a person or organization name,
or other broad topic, you'll find a block of search results labeled
"In-depth articles." These results provide high-quality content to help
you learn about or explore a subject. While the feature is based on
algorithmic signals, there are steps you can take as a webmaster to help
Google find your high-quality, in-depth content and best present it to
users in the search results page.
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