Google+ and SEO


SEO is built based on the assumptions of the development achievement of certain targets. SEO steeped in an effort to reach a certain level of quality of a web will be closely related to algorithms systems, is where the possibility of Google+ and SEO interconnected.

Each generation and branch of SEO tacticians, similar to any other established order in any industry, has built a set of assumptions — and even worse, for their ability to remain strategically nimble — developed sunk costs in infrastructure, most appropriate to a fixed (past) era… in this case, a past era in search engine ranking algorithms.

What increasingly matters (whoops, has always mattered) is whether (a) your content is relevant and high quality; (b) popular and/or authoritative. Search engines attempt to assess these raw qualities in different ways in different eras, and they move the goalposts when the nature of information consumption and sharing change, and when spammers catch up with their measurement techniques.

There are many great ways to sum this up; to illustrate for common-sense purposes the difference between what search engines actually measure at any given time and what they are trying to capture for user benefit. But perhaps one of the most succinct is Hugh McLeod’s notion of social objects. If you’re shouting about the benefits of Maxwell House coffee (yawn), you’ll eventually get through if you spend enough. But if coffee enthusiasts are really discussing coffee and really helping one another — as they do on this thing called the Internet — surely there’s a relevancy algorithm waiting to happen to that process of relatively spontaneous buzz. If the right community of people are retweeting Richard Florida’s tweets about a certain article about urban tranportation, that helps us to understand more about the value of the article itself, but also about the trust patterns and interest patterns within the community. It should also help us to understand which publications and authors themselves are reputable. With rel=author and other mechanisms, search engines will have more and more available cues so that we don’t have to sift through counterfeit crapola. It’s a long term battle, but one that each generation of spammers will lose after their initial successes.

There’s no question that this is already what Google PageRank (and other search engines like Teoma) were attempting to tap into. It’s just that the proxy for the community interest and heartfelt recommendation — the backlink structure of the whole web — is outdated and endlessly gameable today.

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