Working the Grey Areas of Search Visibility

By Randy Milanovic

impossible-to-know-the-algo.jpg

Recently, I found myself in the midst of an online debate about the search engine optimization value of GooglePlus content. Some of my colleagues insisted links from the platform worked their way into Google’s algorithm and content; others were adamant that G+ listings – and perhaps all social content – was irrelevant from a pure SEO and ranking standpoint.

While my own position is that social activity boosts search visibility (plus reach, branding, awareness), I find the whole discussion to be a little bit beside the point. My sense is that the way a lot of marketers (and even a few industry pros) look at the grey areas of search visibility and get a lot wrong.

To help you understand why I feel this way, and perhaps bring more traffic to your website in the long run, here are some things I hope you’ll consider…

Google is Always Ahead of the Curve

Anyone outside of Google’s circle who claims to know exactly how search rankings are calculated is either lying or just kidding themselves. Granted, we have some very good ideas that originate from the company’s spokespersons and years of observation and testing. However, Google’s algorithm is always changing in major and minor ways. Their engineers keep making tweaks and are forever experimenting.

The point of all those adjustments is to find the best way to aggregate everything that’s on the web and present quality results to searchers. Given that billions of new pieces of content are being generated every day in the form of social posts, web pages, tools, and even profiles, it’s fair to assume that the world’s leading search minds are thinking about how to integrate that material into their searchable format.

In other words, it’s impossible to know exactly what Google is counting because we aren’t privy to their algo. And in fact, even if we did know something today, that wouldn’t necessarily remain accurate later.

What Doesn’t Count Today Might Tomorrow

Let’s assume for a moment that I’m wrong and social content doesn’t factor into Google’s algorithm. That doesn’t mean it won’t at some point in the future. I would go as far as saying it’s a virtual certainty that search and social media will have to keep coming together in new ways going forward. Google already indexes many tweets. What are they accessing but not telling us?

So, even if you take it as a given that G+ profiles (or LinkedIn content, Facebook business pages, etc.) can’t help you with search engine optimization at the moment, that doesn’t mean you should count on never needing those at all. At some point, these factors are bound to figure more prominently into the mix. At that point, wouldn’t you rather be an established marketer with a strong following than one who is simply trying to catch up to everyone else?

Predicting the future of search engine optimization or any other part of inbound marketing is never easy or reliable. But, with so much of the Internet being dominated by social media, it’s not that big Go to the full article.

Source:: Business 2 Community

Be Sociable, Share!