AdaptiveSEO™ – The New Approach to Search Strategy!

Search Engine Optimization is an interesting business to be in. There are thousands of SEO service providers out there. If you ask what is SEO from 10 different companies, you will get probably 10 different answers. Let’s take the concept of SEO itself – it means Search Engine Optimization. Actually there is nothing to do with optimizing search engines. Let´s look at the search and how the new AdaptiveSEO™ approach affects your rankings.

adaptive seoGoogle changes its algorithms over 500 times a year, which means the ranking factors are never permanent. The latest implementation is the Hummingbird update, which is the biggest algorithm change since 2001. The new algorithm is not just another update but replaces the whole code.

As industry experts we know that the changes in Google are never ending. Tracking all those changes and implementing new tactics to be up-to-date with  the latest trends can be frustrating. No wonder that many service providers are upset with  Google Panda and Penguin updates that have changed the game rules of SEO forever, not to even mention  the confusing Hummingbird. So what should a business do to be in a Google’s pet list and have great rankings no matter the algorithm changes? Here comes in the new concept developed by WSI World – AdaptiveSEO™.

SEO is never the same

Google has always fought against trickery and those who try to rank higher by cheating. Google has set guidelines for SEO to help businesses rank better. But there have always been those, who don’t care about the rules and try to find the easy way out. Many years ago businesses used to buy links. Now the wind has changed and they need to work hard to get rid  of the low quality links to clean their site SEO value. This is why Google has made drastic changes in its algorithms. To defeat trickery and make the SEO more about value and people not about keywords and links. By the way, Google has quietly shut down the keyword data in analytics as well, showing “not provided” for all search queries and not only for those who are logged in in Google services. Is Google’s intention to boost ad sales or to push webmasters to more honest SEO, no one can tell. But we know that it is Google’s best interest to provide most relevant information for users. The more people use Google, the better revenue they can make on advertising.

The main problem with SEO is that many businesses set search positions ahead of customers. That has led to artificial activities where websites are keyword stuffed, overloaded with unnatural links and provide little value to customers. This kind of strategy is not sustainable. Google noticed that the value of search results is dropping which led to lower consumer engagement. So the rules had to change!

Panda, Penguin and Hummingbird change the game

Google Panda and Penguin updates have changed the game rules of SEO. We remember the time where SEO was about backlinks. There were link farms who sold thousands of links to boost the website position on Google. Seems funny now, but it worked back then. Now there are companies that focus purely on link removal service. How ironic is that? How costly is this at the end?

The new Hummingbird has set the bar even higher by focusing on search quality. According to Danny Sullivan, the search specialist and the founder of Search Engine Land, Hummingbird is:

“Hummingbird is paying more attention to each word in a query, ensuring that the whole query – the whole sentence or conversation or meaning – is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.“

As the impact of Panda and Penguin are still relevant and Hummingbird focuses on better search quality, the benefit is all on white hat SEO businesses. As they already produce quality content and use social shares and different channels as a natural source to distribute the content online. Content still matters and Hummingbird simply allows Google to get the most out of the quality content that’s produced online. The result is happier Google users and happier businesses that have put their efforts on honest SEO.

This is where SEO filters out the ones on the right path. The problem with SEO is that most “specialists” don’t know what the purpose of optimization is or they do it for the wrong reasons. There is no point of pushing a crappy website on top of SERP as the visitors will bounce anyway. SEO is a tool to help boost your website traffic, increase brand awareness and get more leads. But the real idea should be about a pleasant user experience, to offer visitors what they are really looking for and what can solve their problems.

New approach – what is AdaptiveSEO™?

AdaptiveSEO™ is officially defined as:

“An approach to organic search strategies that is based on a proven methodology and framework intended to ensure a web presence can withstand or adapt to the changing landscape of search and social.”

AdaptiveSEO™ is no regular SEO strategy where webmaster must fear every Google algorithm change to see whether they got hit or not. It’s more of a mindset than a technique. The new term is developed by WSI search specialists and refers to web presence optimization rather than search engine optimization. The focus is on long-term results that are achieved by following bulletproof methods like quality content and customer value.

Long-term results are the keyword in sustainable ASEO strategy. Too long have businesses implemented SEO methods that only have short-term effect. That has led to drastic changes in search rankings after Google updates. These methods don’t work. Google is smart enough to filter out low-quality pages from rankings.

The new way to do SEO is offer fresh and quality content. That is nothing new since Panda and Penguin cleared the battlefield. So what has changed with adaptiveSEO™?

1. AdaptiveSEO™ starts from the foreground.

You need to have a strong fundament before you build a house. So you need to set the technical SEO fundamentals right and adjust the website structure to do any SEO on that page.

2. Know the keywords and perform competitive search. How does a regular business choose their keywords? They think about words that their clients may refer their business with. Set and forget. But what about the results? Are these keywords really valuable for the business? To figure that out you must analyse your website data. What keywords bring you the most organic traffic? Do those keywords convert? You may discover that the keywords you selected at first are too general and won’t bring your site any value.

3. Make content marketing plan. The major part of adaptiveSEO™ is content. You need to create new and relevant content constantly to stay on the picture. Content doesn’t mean only articles. To take the full effort of your work make different content types out of one piece – article, infographic, video etc. The more value you get out of one topic, the stronger the impact on your thought leadership image and SEO.

4. Publish, share and interact. The content alone without any help won’t have any effect. You need to push sharing and viral reach. Ask people to comment, share and like. Ask questions, make the post interactive. The more sizzling around your content the better is the SEO value you get. So don’t rest on one’s laurels after publishing. That’s when the real work begins!

5. Spy around competitors. You must know the impact of latest algorithm updates. At the same time you should spy around competitors to see whether the changes have affected them. As they say: “keep your friends close, but enemies closer”.

6. Measure results and optimize content plan. To learn from mistakes you must follow the analytics. Only by analysing your pitfalls you can improve things. Leave out the content your readers find boring. Don’t waste your time on social media networks that bring you no value. Optimize your content marketing plan for better results by giving your readers what they want.

Conclusion

AdaptiveSEO™ is a new approach in SEO landscape that is focused on long-term results. As the Google is changing its algorithms continuously, it’s difficult to adjust the SEO strategy every time something has changed. Instead focus on proven strategies, as Google itself has emphasized, offer value and content that makes users happy. The future of SEO is to adapt. 

 

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Comments
  • 13 Nov

    You may want to note that keyword data is not longer available.

    Adaptive SEO is not just technical it’s also setting the right client expectations. Focusing on KPI’s that matter like Goal conversion rates, time on site, new vs returning and so forth.

    It’s a great article but it would be awesome if you could include the expectation portion which is vital to ASEO.

    Thanks,

    Jesse

    • 24 Nov

      Hi Jesse,

      Thanks for the feedback. You are right, keyword data is not available anymore. Google turns attention that AdWords keyword data is always free :)

      Next week I post next article about Adaptive SEO. There will be more detailed description about this new approach to SEO. Stay tuned!

      By Kristjan-Paul Raude Post author Reply
    • 10 Jan

      Hi Jesse,

      Here is the link to new blog:
      http://yourdigitalstory.com/adaptive-seo-service-in-plain-english/
      Good to have your feedback.

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