This Morning I received an email from a client and friend Brian Painter. Brian was asking my opinion on the views of Chris Cardell in his email message about 5 important changes to Google that every business owner needed to know.
Part of the email read:
As a business owner and a smart internet marketer, your fortunes are closely tied to Google. Here are just five of the recent changes that directly impact your business:
1 SEO is on its last legs. The proof is everywhere. Google continues to make changes that make the chances of beating them close to zero. I’ve been warning that this was going to happen for many years. You MUST build a business that is not dependent on search engine optimization.
Here is my response to Brian on this comment:
SEO is not DEAD, it is just changed. What has died are the quick-win and dodgy tactics that people used to do to trick google into having their websites rank well. Google is now getting much smarter and knows how to beat these systems.
I predicted last year that the term SEO was on the way out (which is a shame as I named my business after this play-on-words! – Eseyo Ltd.) and instead a name called “inbound marketing” would replace it. The things that I have to do in my job now are more than just SEO they are also Social Media, Email Marketing, Analytics, Conversion Optimisation, Web Usability and much more and they will all be branded as part of “inbound marketing” soon I think.
I completely agree that if you have a business which is based on dodgy tricks to try and cheat your way to the top of Google then your time is up. If you haven’t already been penalised then it is only a matter of time. If, however, you engage in what is called “White Hat” SEO then you are safe and stand to gain a huge advantage as those less honest and “clean” website profiles get washed aside.