Old SEO is not very old. Four years ago these tactics were very successful. Today they hinder.
Old SEO focused 0n:
- Keyword analysis and identifying specific keyword phrases to target
- Repetitive use of those keyword phrases in your posts
- Obtaining back links through directories, comments, etc
Since those good old days, Google has updated aspects of their algorithm a few hundred times (updates occur slightly more than once a day).
The purpose of those updates is to produce higher quality search results.
New SEO is much more focused (appropriately so) on publishing quality content. Not surprisingly, Google even defines what “Quality Content” means.
One Google document titled Steps to a Google Friendly Site tell you to publish content on your site that contains information people are looking for.
Another Google document titled Search Quality Rating Guidelines goes into more detail. It’s a 43 page document so I’ll summarize the main points below.
Why do People Search Online?
Per Google, they want to either: do something, learn something, or find something. That’s a reasonable list.
In the document, Google labels these “do”, “know”, and “go”. For those inclined to read what Google precisely says, this is section 2.4 on page 9.
Relationship Between User Intent and Quality
A quality site and a quality page is one that, relative to those assumed goals (do, know, go), contain information that is useful. Information that makes it easy to enable you to get something done, answer your question, or find what you’re looking for.
In the Search Quality Rating Guidelines document they go into a fair amount of detail as to how they translate “quality” into “utility” and while it is interesting, what matters most is the key measure of “quality” is “usefulness”.
Links still matter…