Dramatic changes for SEO are only just beginning

I have a client who’s starting a comprehensive website update. Talking with him last night, I realized that he’s still back in the old days when you could win at the search rankings game by conducting SEO analyses of keywords and then stuffing your site with lots of pages with all the right words.

Of course, things have changed. Google continues to tweak its algorithms to give top rankings to sites with rich, organic content that is frequently updated. New products. Blog posts. Links to and from other highly regarded websites. Length of visits to the site. Video. Mobile-friendliness.

You can’t fool Google any longer.

And now there is another search system to take into consideration — this one’s for the proliferation of app content.

photo of Emily Grossman

Emily Grossman, with MobileMoxie, is an applications marketing expert.

A series of articles by Emily Grossman at Search Engine Land (which I found via Moz.com) takes a look at a whole new way of organizing web content — via app. It follows that if the content that people are trying to find online is organized differently (within apps rather than on pages) people are going to need different tools to search for that content.

That’s why Apple (lots of apps) has jumped into search (Google’s game) by creating a search API (application-programming interface) to organize app content for search. Google is hot on the trail with its own API.

Apple’s system is call Apple Search. Users will recognize the front end as Spotlight and Siri. Google, Apple’s system gathers online content using a web crawler (called “Applebot”) that finds and indexes information.

Grossman’s articles are aimed at programmers who are going to write app screens (the corollary of web pages) to be indexed by the Applebot. Thus, these articles are highly technical.

But if you are a content owner who employs programmers to create app screens (as well as web pages) you’ll want to:

  • Know this is out there, and picking up speed
  • Start considering your strategies for creating screens that are highly searchable

Have any of you started down this path? I’d love to hear about it.

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