In my post Google Analytics – Keywords (Not Provided), I said Google’s SSL update has caused an uproar in the search engine community, with some fearing that the end is near for SEO professionals. I went on:
Despite this, I remain optimistic about the future of search engine optimisation, as a means of generating enquiries for your products or services, and conversion rate optimisation (CRO), as a means of monetising said interest.
Consequently, I was delighted when I saw the following video by Matt Cutts, who heads up Google’s Web Spam team:
Matt begins by clarifying Google does not consider SEO to be spam. On the contrary, Google actively encourages SEO as a means of ensuring your web pages are well represented in search engines.
It is made clear that Google needs individuals to practice SEO to help them find and index the best content. Some examples of how to do this include:
– good site structure (including use of URLs, folders and categories);
– make sure pages can be crawled and indexed by search engines;
– correct use of keywords (avoid complex jargon); and
– site loading times (faster is better).
For further reading on these, please feel free to check out my post SEO is easy (when you get the hang of it).
While he doesn’t go into much detail, Matt makes reference to CRO – Conversion Rate Optimisation – and encourages website owners to experiment with different forms of content to see what converts the highest percentage of site visitors into sales.
Finally, Matt differentiates between White Hat and Black Hat SEO. In a nutshell, White Hat is good and Black Hat is bad: if you get caught doing the latter don’t expect to see your website in the search engines any time soon. If you don’t believe me, check out this article on BBC News: BMW given Google death penalty.