It’s easy enough to try and focus on avoiding whatever Google doesn’t want, even if the rules do change.

After all, the dominant search engine does make it pretty clear what its bots like to see and don’t like to see, and following these rules can potentially help your well-designed site rocket to the top of user searches.

It’s why more businesses are focusing on content marketing rather than traditional elements such as links and similar basic SEO functions.

By encouraging content marketing and discouraging – even penalizing – sites that are more SEO-focused, Google seems to be looking out for end-users and hoping that he or she will enjoy a site that’s robust and has quality original information.

This isn’t to say that the need for good SEO is going away – far from it! Ideal sites seem to balance both elements well by presenting pages with interesting high-quality items like fresh and unique articles, along with optimized items such as certain keywords in the text that might show up in a user search. If placed organically through body text or blog posts, readers may not even notice these keywords for search terms.

Essentially, today’s algorithms represent the best of both worlds, successfully blending a need for content marketing with a need for smart SEO. Updates like Penguin and Panda are encouraging collaboration and better navigation while at least discouraging sites that are too basic and plain.

Developers used to do site design a certain way may still talk about missing “the old days” when you could get away with nothing more than a list of invisible links and plenty of keywords and call your page good. But if anything, Google is nudging the owners of these types of sites to move along, try a little harder to be innovative, and adapt to a focus on quality instead of a focus on quantity.  

 If Google doesn’t periodically update its SEO and content marketing rules, many sites will stay stuck in the present and not able to evolve and improve.

For more digital strategies, visit Primerica Marketing Group.