Search Engine Optimization is not Dying – Merely Morphing

Subscribe by Email

Your email:

Brand & Capture

Current Articles | RSS Feed RSS Feed

Search Engine Optimization is not Dying – Merely Morphing

 

Traditional SEO Tactics are DyingIt seems like every other day another SEO insider is blogging about the emergence of inbound marketing as the new SEO. As a matter of fact, Rand Fishkin of SEOmoz in his 2012 SEO predictions proclaimed "SEO without social media will become a relic of the past" and that "Google will make it very hard to do great SEO without using Google+." The very next day in his SEO agency post he declared that “Pure ‘SEO’ agencies may be fading as broader inbound marketing firms rise.”

Why is Traditional SEO Morphing?

This writing has been on the wall for some time. Starting in 2010, Google started unleashing a volley of updates in order to reinforce their stated position on valuable, fresh content. They were tired of the tricksters and gamers trying to manipulate their algorithm and calling it SEO. Google’s been telling folks to do (basically) inbound marketing for over five years.

“. . .make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”

-Google’s Webmaster Guidelines

The problem for Google has been that they’ve had no good way of enforcing their stated position on quality, fresh content. This led to egg on their face when The New York Times broke the news that J.C. Penney was gaming their algorithm by producing spammy backlinks.

Here’s Google’s enforcement solution:

What Does this Mean?

It’s no longer good enough to sculpt web pages with keywords, manually build backlinks, deploy SEO programming techniques and audit all competitors for SEO in order to drive organic traffic to a website. It now requires lots of quality fresh content (content marketing), brand engagement in social media (social media marketing) and a much more gracile technical SEO deployment. Don’t believe it? Check out Douglas Karr’s article Does Your Organic Rank Matter? Below is the percentage breakdown of his organic traffic by position on the first page and beyond.  

Traditional SEO is Dead

Rather than focusing on 10, 20, 50 or 100+ keyword phrases and trying to get them to rank number one on Google, Doug let’s his content do all of the work by publishing quality content multiple times per day. We’ve seen similar results. As a matter of fact, after a conscious switch to content marketing 15 months ago we’ve seen a 556% growth in the number of keywords driving organic traffic, a 473% growth in organic visits, and a whopping 633% growth in leads from search engines.

Don’t misunderstand the point of the post though. SEO is not dead, but many of the old tried and true techniques are dying in favor of content marketing. Marketers should still have an idea as to the keywords a brand should rank for. Making sure they’re in a few strategic places is important, but the content itself is MUCH more important. By the way, content marketing plus social media marketing plus SEO-lite equals inbound marketing.


Google is swiftly strangling traditional SEO techniques. Because of this, content is no longer king, but rather ZEUS with social media being king and traditional SEO being queen (or maybe, if Google has their way, the court jester). For help getting your inbound marketing campaign off the ground download our Inbound Marketing Blueprint.


Image: TheTim

Pie Chart: MarketingTechBlog.com




Inbound Marketing is the New SEOInbound Marketing is the New SEO – Facts, Figures & Data

Join us for an exciting new webinar on Tuesday, January 31st at 12PM EST, 9 AM PST where we’ll discuss the reasons why traditional SEO campaigns aren't as important as they once were for web visibility and why they are quickly being replaced by inbound marketing.




Comments

Great post and really appreciate the shout out! I think the switch to inbound marketing is a necessary one... 'old school' (can we call them that?) SEO guys are focused on algorithms and rank, while inbound marketers are focused on relevance and business results. I don't know that 'morphed' is my favorite word for it... I think it's 'matured'. :)
Posted @ Thursday, January 05, 2012 8:01 AM by Douglas Karr
Doug: 
 
NP & thanks for chiming in. Now that you mention it - 'matured' is a better word. Will start using that in lieu of morphed. 
 
@CPollittIU
Posted @ Thursday, January 05, 2012 8:38 AM by Chad H. Pollitt
Great post once again, Chad...and the link to Doug's blog site is well worth the mention too! As both of you have noted, the "switch" over to content marketing IS surely the wave of the SEO future, eh! 
 
 
 
:-) 
 
 
 
Jim
Posted @ Thursday, January 05, 2012 9:28 AM by Jim Rudnick
Jim: 
 
Thanks for the warm comment - It's appreciated. 
 
Content marketing w/ social distribution is absolutely the future of SEO. Most of the top SEO agencies I know are going so far as to remove (or are planning on removing) SEO from their name! They definitely see the writing on the wall :) 
 
@CPollittIU
Posted @ Thursday, January 05, 2012 9:42 AM by Chad H. Pollitt
Great article! 
This continues to reinforce the reasons to create content.  
Who remembers the ancient saying about planting a tree? The same applies to content. The best time to start creating content, 5-years ago. The 2nd best time, today! 
Thanks for reinforcing good behavior for businesses. 
-AJ
Posted @ Thursday, January 05, 2012 10:53 AM by AJ
633% growth in leads from search engines in phenomenal and absolute proof that content marketing is the way forward! 
 
Love AJ's comment "The best time to start creating content, 5-years ago. The 2nd best time, today!" 
 
Great post Chad! 
 
Michelle :-)
Posted @ Friday, January 06, 2012 2:00 AM by Michelle Hill
Great post Chad. Inbound marketing is currently considered to be the most efficient way to increase traffic to one's site. Very many social media sites have emerged leading to creation of a medium for reaching a target group of people.
Posted @ Friday, January 06, 2012 3:21 PM by Erick Kinuthia
Comments have been closed for this article.