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Last week, I asked the musical question, "Are you keeping up with Google?" In that post, I tried to stimulate some thinking around the idea that waiting for the ranking algorithm to change is not the best time to begin doing something new in response. If you work that way, you are constantly feeling under the gun, like you can't keep up, and that you are always falling behind. Instead, I tried to get you to think about doing what is best for searchers and then waiting for Google to catch up with you. So, the question of the moment is, what should the smart search marketers be doing now? Let's consult the crystal ball to consider the biggest change that will come from Google next.
Now, understand, I don't have any inside information, and I have no way to prove that I'm right. If you wait long enough, I am probably bound to be right and if you look at things in a short enough time, I am bound to be wrong, but that is not even the point. I am writing this post so that I can help you think about what Google (and any other search engine) might be cooking up for its next revision on its ranking algorithm. In other words, these are the smart things to get ahead of instead of waiting for them to happen and then reacting in a frenzy:
Again, no secrets here. I am speculating on what kinds of things might happen. If you can identify an idea that might improve the searcher experience, you can bet that Google thought of it, too. Instead of waiting for them to implement it, perhaps you should be working to make things better for your customer and then waiting for Google to figure out the next turn of the algorithm crank. When the next shoe drops, you want to be ready.
So, smart readers, what else should we be thinking about? What are the other things that we know are good for searchers that we might be giving a lower priority to, just because Google doesn't reward them—yet? Let's share ideas and stay ahead of Google, instead of spending stressful careers in react mode.
Mike is an expert in search marketing, search technology, social media, publishing, text analytics, and web metrics, who regularly makes speaking appearances.
Mike's previous appearances include Text Analytics World, Rutgers Business School, SEMRush webinar, ClickZ Live.
Mike also founded and writes for Biznology, is the co-author of Outside-In Marketing (with James Mathewson) and the best-selling Search Engine Marketing, Inc. (now in its 3rd edition, and sole author of Do It Wrong Quickly, named by the Miami Herald as one of the 11 best business books of 2007.
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