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How to Future-Proof Your SEO Strategy

In the SEO world, search rankings are the most important thing. Every time Google releases a new update, changing their algorithm yet again, website owners are left scrambling to update their SEO so they don’t lose their page ranks.

But what if you didn’t have to? What if every time a Google update came out, you could just sit back, confident that your SEO is already where it needs to be? What if you could anticipate the changes Google is going to make?

Google’s Goal

From its inception, Google’s focus has been the users, not the websites, and not SEO. Early in Google’s lifespan, the Internet was filled with websites that gamed the system, using black-hat SEO tactics that prioritized search rankings at the expense of user experience. Google’s first updates, including Panda and Hummingbird, were designed to rectify this.

Google wanted to put user experience first.

A Different SEO World

Early SEO techniques generally involved getting keywords onto pages as many times as possible, getting backlinks, no matter how spammy, and participating in link farms. The Internet has come a long way since then and is much better for it. Anyone who has experienced both early Google and Google now can attest to the fact that it’s a lot easier to find exactly what you’re looking for.

And Google just keeps getting smarter and smarter.

Outsmarting Google

It’s not so much a matter of outsmarting Google or seeing the future. It’s a matter of aligning your own goals with Google’s. If Google’s goal is to provide the best possible user experience, then their algorithm will continue to be updated to make that goal a reality. Any SEO technique that doesn’t put UX, or user experience, first is going to get punished in the rankings the next time there’s an update, even if the techniques being used are technically still okay.

Putting the Users First

Chances are good that if you create your SEO strategy with user experience in mind, that strategy can last through any updates Google might put out there. Obviously, it’s a good idea to review your strategy frequently to ensure that it is still current and working, but if your own goals align with Google’s, then you’ll be ahead of the game. When the next updates roll out, you won’t have to make as many changes to your site as those who are still trying to game the system at the users’ expense.

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