By Joyce Sunila
Google’s new search engine rules, introduced over the past months, now rank Web sites based on actual content—the meaning and freshness of your site copy, not how many times you use keywords.
Time was, you had to pay search engine optimization specialists whatever they asked. Their keyword strategies were a cost of doing business if you wanted to get seen on the Internet.
You had to fork over thousands of dollars for them to put secret, invisible code on your Web pages and populate your site with awkward copy stuffed with keywords about your location and procedures. These search marketing monsters ruled the Internet, gobbling up big chunks of your marketing budget.
Their day is over. For literature majors this is ecstatic news. For business owners who’ve spent fortunes buying keywords and hiring search engine optimizers, it’s a disaster.
Your investment in keyword strategies is losing value faster than the Greek economy.
Here’s a link explaining the latest Google rules. This article refers to B2B Web sites, but the rules are the same for everyone.
The good news: No more being held at gunpoint by slick SEO types. The bad news: There’s a new monster in town. To feed the content monster, you have to keep adding relevant, up-to-date copy to your Web site, whether you have something new to say or not.
In view of this game-changer, I want to be the first to congratulate the geniuses who chose the most durable road to high organic listings: e-newsletters. The old-fashioned physician’s newsletter has held its value throughout the ups and downs of our changing times.
Archived on Web sites, e-newsletters continue to please the bots that rank businesses in search engines lists.
Not only that, the loyalty an e-newsletter inspires is incremental. It builds on itself.
E-newsletters’ educational content remains part of the equity held by the practice doing the educating.