Giving Google What They Want


From time to time, I think it is quite healthy to step back from our screens and clean our SEO lenses off. If there is one thing I suffer from its “keyword-targeted blinders”. And it’s my opinion that I’m not alone. In this people become so consumed with chasing certain key terms or SEOing the hell out of a page they lose focus of the ever-changing message Google is sending us on what matters.

As to my fore mentioned confession, yes, I am guilty of this behavior. It’s very hard not to be when SERP competition continues to get tougher. Not to mention the fact that you need to show progress to keep getting a paycheck. I recently sat back and re-evaluated where my head was in the game and how I thought SEO was, is, and how it should be performed. I began to feel as if my own assumptions were creating a mantra of what SEO is supposed to be. After convincing myself that the right way isn’t always about my opinion I thought well then what is the way, or the SEO straight and narrow?

Honestly, after much thought I began to recount just how easy SEO really can be if you do want you are told. Now, you might ask, by who? I am referring to Google. I have always been a believer in if Google gives you information or the ability to give them information, do it!

-Google blatantly professes standards through their Webmaster Guidelines. In depth they refer to content standards, technical and quality guidelines.

-Google provides Page Speed Insights instructing exactly what would help them load your pages faster.

-GWT allows you to add XML sitemaps to tell them about your pages, images and videos.

-GWT allows you to add feeds to indicate products and other data types.

-GWT allows you to review your usage of authorship as well as rich schema markup.

While SEO does involve some experience and special-sauce as most any other task in life, there really isn’t a magic bullet. If you do what you’re told as indicated above you are already off to a great start at creating an enhanced presence in search results.  So, with a little review we can see that Google wants us to create quality content but also wants us to provide it in an efficient design and technical functionality. As we move towards the future, with recent offerings, how you provide your data via schema markup will also be an element of focus.

Ultimately, the moral of the story is that every once in a while it is healthy for an SEO to take a step back and reevaluate our opinions vs. the cues and instruction given to us by the all-powerful Google.