In other words, it may be a little exaggerated, but being a SEO has become a discipline which gets easier and easier to master: everything that is needed, is a logical mind and a minimum of common sense. By what miracle? Because Google’s algorithm has become a formidable motor of artificial intelligence that can analyse a webpage in a way that a human could – one with a logical mind and a minimum of common sense. See where I am getting at?
Once Upon a Time, There Was…
The official website of the Socialist Party had broken the records of the public, thanks to a simple trick: the webmaster had put ‘Pamela Anderson’ in between the key words! Nowadays, that would not only be ineffective, the website would also deteriorate due to cheating. Today, there are many other examples that can be named. For example, white words on a white background, which become invisible for us humans, but not for robots.
Don’t Be Evil
Nowadays, cheating still gets disapproved, but it is far more difficult to implement: the most common method is to buy links by making them pass for editorial content and not for what they are: advertising. When Google comes to this realization, it will not be happy at all, and will degrade your ranking. Therefore, do not cheat: in the long run, you will pay dearly. Literally.
The Analysis of a Page, in Three Points
- The Google robot studies the background, the form, and the behaviour. This last point is the most interesting: if the user clicks on a result and stays on this page, it is an indication that it is an interesting one, and will go up on the ranking. If, on the contrary, one goes back almost immediately, Google also takes this into account. And how does the internet user determine if a page is interesting or not?
- The Lay-Out
First of all, the lay-out: miniscule characters, content which is too dense and hierarchical, terrible choice of colours… and even if we were to avoid all these pitfalls (think of flat design!), it would still be necessary to have content which is displayed clearly on all forms of devices. Today’s computers, obviously, but also tablets and phones, and probably the HDTV’s one day, too.
- The Content
Finally, the most obvious point: the background. Interesting content without any spelling mistakes. Statistically, there is even an ideal number of words, but let us not exaggerate either: everyone will understand that a short paragraph is less interesting than an article consisting of twelve thousand characters. The most important element, which is, again, very logical, is the title of the publication – from which the URL of the page gets generated automatically by all the modern online-tools for publication. LinkedIn is passing on a ‘bad student’, because, as can be seen, the accents are replaced with unreadable code.
- … Then Everything Else
The famous backlinks, which made the success of Google and still count (of course), but always with the yardstick of a human mind which is being imitated in the best way possible. If you are quoted in a big media outlet, you hit the jackpot. On the other hand, the ‘farms’ of links, pornographic sites and online casino’s, are obviously to be avoided. In short, nothing but very reasonable.
So, Unemployment for SEO Specialists?
If they only possess knowledge of how to do SEO, in strict sense of the word, they are not very interesting. However, analyse a website in its whole, extract the relevant themes, define a graphic display, modify and create content… This all requires real skill, only because this common sense is not being shared as well as people would like to believe.