For most of the Internet era, Search Engine Optimization (SEO) has been a rather technical process—something that involved your copywriter and your web developer to assign the proper meta tags within the site code, as well as add the right number of keywords/phrases into the content of your web page.
A fundamental shift is happening in the way websites are ranked in search engines such as Google and Bing. We’re beginning to see aspects of social engagement play a factor in page rank—consistent original content, likes, shares, comments—and how these social activities influence how search engines perceive your site (and your brand) to be a subject matter expert in your area of focus.
Moz.com’s Rand Fishkin shares an insightful video on this topic, Fixing the Broken Culture of SEO Metrics, that helps identify the misconceptions of what SEO is, how it’s changing and how it affects your entire online marketing strategy.
What is your experience? What difficulties do you face in adopting a more holistic approach to increasing your online marketing efforts to improve your SEO?