Is SEO Dead? Absolutely NOT
SEO haters and tired digital marketers are often heard saying that SEO is fundamentally dead. This “SEO is DEAD” notion may be propagated to pull a reasonable audience to an event but the fact is “SEO is pretty much ALIVE”. What’s dead is the traditional approach that used to deliver results about 5–7 years ago but not anymore. Thus, if you are still thinking that SEO is like following a guide to prepare an apple pie, it’s surely DEAD for you.
When we talk about traditional SEO, it’s the approach in which SEO practitioner tries to follow a predefined approach for getting results. Sadly, working on this approach can seriously backfire now. It’s important to mention that following best SEO practices is an exception which remains constant. Apart from that, ways to drive traffic and the factors that explicitly give ranking boost keep on changing due to changes made in search engines. Right now, Chiropractic SEO needs to be regarded as a completely transformed approach to market a business over the web. Now, you can’t expect a boost in ranking by tweaking the title or title tags, and getting traffic from a few more links.
AI and Machine Learning
The change in search engine approach started to appear after the launch of Google Panda update in February 2011. This update clearly impacted the websites with thin content. The real purpose of this update was to initiate machine learning. Based on data by humans that rated different websites, Google engineers deployed machine learning algorithm. This is how Panda was created.
It doesn’t mean that changing title or title tags is a useless approach. Nevertheless, Google now pays more attention to the better user experience that website content has to offer.
Another breakthrough in enhancing the search engine’s machine learning capability was the launch of Hummingbird which was launched in September 2013.
Reduced correlation between title tags and website ranking
According a study based on analysis of 1 million websites, the correlation between keyword addition in the title and search ranking of a website is drastically reduced as compared to the case that existed 6 years ago. It doesn’t mean that this correlation has lost its significance but it is rather associated with the existence of other ranking signals that majorly include better user experience and context of the page.
Keywords need to be influenced by ‘entities’ concept
Adding keywords in the website for enhancing its discoverability is something that a person learning SEO at very basic level understands. This addition of keyword is still required but in more semantic manner i.e. the logical relation between keywords is now more encouraged. For example, the main keyword of an article related to SEO may be ’SEO’ or ‘search engine’. If we add another keyword ‘digital marketing’, it provides further elaboration of what SEO tends to do when it comes to marketing. Hence, ‘SEO’, ‘search engine’ and ‘digital marketing’ are the entities that share a meaningful relationship.