Why? It would appear that those fostering such mentalities have fundamentally missed the point.
With these moves, Google is making a statement much more critical than “we will not be giving you free data any longer, so go pay for it with PPC ads.” The decrease of accessibility of some older tactical measures signals more than a simple tightening of the purse strings, and should evoke larger questions that focus not on how to evade these changes, but rather how to anticipate and adapt to what lay ahead in the big picture. Continuing to focus energy on further lateral evasion methods would serve as a temporary Band-Aid at best.
It’s time to shift perspectives.
Google isn’t just trying to change the way we use tools, measure metrics, and gain loopholes in the system. They are trying to change the way SEOs approach Search,fundamentally. As a general principle of business (and of life), there comes a time when denying the inevitable truth offers diminishing returns.
What if that denial translates to essentially phasing yourself out of the market by making your services obsolete? This mentality could be much more costly in the long run than shifting perspectives—and to some extent, services. So let’s bite the bullet, shall we?
SEO as a tactical approach is becoming less and less viable: 2014 is the era of strategy.
The word content strategy has been thrown around for ages, and its relevance and importance is becoming increasingly clear. On a fundamental level, that means generating valuable, relevant content regularly, and then communicating it across the right mediums and in the right ways.
As the digital space becomes more and more integrated, and more and more capable of intuiting searcher intent and natural language, SEO marketers must develop a more robust vision of how SEO can remain relevant in an ever-expanding, ever-integrating web space.
Google has truly made an art form out of their mission statement “to organize the world’s information and make it universally accessible and useful”. But as Google perfects the art of “organizing” the world’s information according to relevancy and utility, they’re now focusing on taking accessibility to a whole new level. How? Well, that’s where things get interesting.
An Emerging Interface: Google Now, Google+ & the Hummingbird Update
You’ve noticed what’s been getting the most press lately in Google Land. For that matter, not just Google, but all across the digital space—from Apple’s decision to leverage Bing as The “Default Search Engine” for Siri, to Facebook’s first attempts at creating its own Search function, there’s a clear attempt to gain leverage in the market by integrating web platforms and services like search, social, and photo and more.