Diverse tactics to become more critical

According to Matt Cutts, Google has changed its mind in relation to an important issue. Back in 2009, Google was clear that so-called over-optimisation was not a problem from their perspective. As long as the optimisation was ethical, the search engine would not take action against sites which had been given plenty of keywords and so on. However, internet marketing is set to change because Google is determined to support sites which are rich in high grade content. To achieve what they are after, Google are prepared to penalise over-optimised sites.

At Click Consult, we are web marketing experts. Although we learn a lot of things by active participation, we invest significant resources in researching the fluid search world. This means that we are always in a good place to adjust our site-specific campaigns.

The fact that Google is changing the rules of the game is nothing new. 2011 saw successive Panda updates, all intended to reward sites with the right kind of content. Despite further progress in this direction during 2012, some sites that are thin in terms of content are continuing to rank too highly in the opinion of Google. Hence the introduction of a penalty for over-optimisation is a logical development.

Nevertheless, when Google cracks down on something which used to work, it does encourage consultancies to exploit other alternatives. The latest change may stimulate fresh thinking and encourage consultants to be more experimental. Those keen to make a change may embrace already existing methods too. For example, as conventional optimisation becomes more difficult, pay per click and social media optimisation may become more popular going forward.

Conventional search engine optimisation is not at the end of the road, far from it. Google is merely trying to make sure that an excessive dependence upon it is not rewarded. Nonetheless, the stance of Google is likely to drive consultants to make campaigns as multifaceted as possible. It is essential that multifaceted approaches are flexible, integrated and focused on the target audience.

Flexibility has been imperative in online marketing for a protracted period. Getting stuck in a rut has never been good for a campaign. Maintaining flexibility is as much about retaining the right attitude as persevering with monitoring. As new challenges and opportunities arise, creative responses are needed.

Integrating divergent strands of a campaign is not easy for a novice. Nevertheless, an experienced consultant has the capacity to join things up effectively. They keep looking at how the different tactics are working. They also concentrate on building solutions which are complementary to one another. Google’s change will not have a substantive impact on this, although it will be slightly more necessary.

Campaigns should always be focused on the target audience for one obvious reason. Sales of goods and services are the goal of optimisation. It is not possible to get sales in a rush but a campaign which does not work towards the steady accumulation of sales is not directed properly. Google’s change of heart with regard to over-optimisation will make prudence, perseverance and patience in this area even more of a priority than it used to be.

The Article is written by www.clickconsult.com providing Ppc and Search Marketing. Visit http://www.clickconsult.com for more information on www.clickconsult.com Products and Services___________________________Copyright information This article is free for reproduction but must be reproduced in its entirety, including live links and this copyright statement must be included. Visit www.clickconsult.com for more services!

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