RoboThere is no doubt Google is the boss of search. And it can be a right little #@5]?~#. What Google wants, Google gets.

The tussle for the top 20 SEO ranks suffers from malpractice, and to make online businesses operate on a “level playing field,” search engines have to play tough. And they are.

Any attempt to manipulate search results is quickly stampeded by Google algorithms. And rightly so, because the digital landscape is becoming something it was never designed to be.

The search for information has become polluted with low quality, regurgitated content – the exact opposite of what Google is striving to achieve. They keep drumming into marketers that rank rewards are on offer if they produce in-depth content that offers value to end-users.

Online marketers that do not meet search engine standards subsequently slip down the rankings. If they step out of line, they are hammered down.

Creating a good user-experience

Search engines are all for creating a great user-experience. It makes perfect sense. The internet plays a major role in our lives. We use search engines to find whatever information we need.

Or at least we are supposed to!

The low quality content being created by marketers is winning the battle. But now Google are turning to users, and engagement will become the golden key to ranking higher.

And that means creating a good user-experience by creating targeted content.

In February, Google teamed up with Twitter so that tweets appear in search results. Other social media sites have resisted, but it is clear to see which way search is going to go.

And that means we have to do what Google says. Otherwise suffer the consequences! The marketers that do listen to what Google want are producing great content.

Subsequently these websites not only attract an audience, they retain them. Include this practice in your content strategy and by the time Google’s vertical kicks in, you should see some movement in your rank.

Will link building effect ranking?

Link building is a problem for Google, which must be frustrating as their original intention for measuring links is a great idea. They want end-users to vote and signpost sites that are genuinely worth taking a look at. This is the equivalent to shares on social media.

Inbound marketing and black hat link building schemes made a mockery of the linking system. Those businesses were punished and all their SEO efforts are laid to waste in the long-term.

It remains to be seen whether Google will scrap the inbound links scoring system altogether.  Scrapping links as a part of the algorithm for Yandex did not appear to be as successful as they planned as Yandex have re-introduced links on searches in the area that they dropped it.  From a user’s point of view it will be a shame to lose it. When there are no rewards for you and only your readers, the extra bit of time seems more of a chore and we will eventually stop doing it.

To survive in the digital arena, you have to create a brand audience. Technical SEO finds the audience through browsers and apps, the headlines and meta descriptions attract them and the offers secure customers/audience. Your content has to be good enough to retain them.