I love Whiteboard Fridays. If you’re not familiar, Rand Fishkin over at SEOMoz, presents a video about something SEO important, and they’re very well done. Sometimes, it’s not Rand, but this past Friday, it was — Rand, beardless. No apologies needed, my friend, you still lookin’ good without.
Anyway, he took some time to figure out why some brand sites were ranking for keywords that weren’t in the <title> or meta description, and in fact, may not have even been on the page that was ranked.
This isn’t a big surprise to me and probably not to many SEOs. I’ve been telling people how smart the Googlebots are getting, and that LSI (latent semantic indexing) is no longer an “if and when”; it’s now. Check this out:
This is proof positive. It may sound like SEO is dying, but on the contrary. It’s not. We just have to look at search in ways that are a little different from how we approached it before.
SEO isn’t about “link building” anymore; it’s about “relationship building.” It’s about being socially active and one of the “cool kids” in school. Google is watching your social signals, as I pointed out a short while back.
- You need to comment on blogs, not so much for the link, but to become part of a community for your niche.
- You need to participate in Facebook, Google Plus, Twitter, LinkedIn and Pinterest, bare minimum.
- You need to make friends and you need to be a helpful, serious part of your niche.
SEO is not dead or dying. You just have to remember how very smart Googlebot is getting and go with the proverbial flow.
Otherwise, you’ll just be left behind.