What is the Best Way to Develop a Google-Friendly Internet Marketing Strategy?

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Answered by: Jonathan, An Expert in the Internet Marketing Category
Aligning Internet Marketing Techniques with the Mission of Google

Google is not built for websites, but for the benefit of its users, and the company has been delivering this message to Internet marketers for a few years now. The search engine giant continues to get smarter with how it aggregates information and ranks websites, and taking shortcuts to manipulate the system are becoming more difficult. Successful website marketing involves building a robust online presence that aligns with Google Webmaster guidelines while avoiding underhanded practices.

Becoming Visible and Authoritative

The only way to really compete and hopefully dominate search engine rankings over the long-term is to establish an authoritative and comprehensive online footprint. This involves creating a strong social media presence and implementing an Internet marketing strategy that identifies a need and produces quality resources to solve a problem. Consider how video sharing, guest posting on niche blogs, forum interaction and social media posts can contribute to the overall picture of credibility that Google formulates. These platforms make it easier for people to find the answers they are seeking while also signaling to Google that an audience is interacting with a website.

Google is rapidly developing the capability to contextualize searches. We've seen this through the introduction of features such as the Knowledge Graph and Quick Answers. Instead of giving prominent ranking to websites that have the most backlinks, Google is taking information from credible and authoritative sources and putting it at the top of the list. Websites that have the best content combined with a strong audience will be more likely to be listed closer to the top.

Work Smarter

All of this takes effort along with some trial and error. However, building any legitimate business involves “pounding the pavement” before reputations become established and sales take-off. Building a site that will be the first choice for people to visit needs to be the primary focus of your marketing efforts. As Google continues to wage war against spam and poor content while also learning how to get into the minds of surfers, marketers will need to work smarter in order to gain legitimacy and earn good rankings. These rankings will continue to be evaluated based on how well a particular website addresses the needs of searchers.

Building Resilience

Adopting this approach should consistently satisfy the standards that the folks at Google are working hard to establish. Remember that Google customers, who make up the vast majority of web-surfers out there, want to find resources without having to do a lot of browsing. They also don't want to encounter a lot of spam. Therefore, quality sites that address these wishes will gain prominence in search results over the course of time. Sites that have poor content, include spam or involve shady practices are the ones that are often penalized or eventually fade into oblivion by being removed from the index altogether.

The best way to stay on top whenever Google changes how it ranks websites is to support their mission and embrace their methodology. Take a look at top-ranking websites across a number of niches. Explore their content and what they offer visitors in order to get a sense of what sets them apart from the competition. See how they have connected with social media and other platforms in order to attract and engage their audience.

Developing an Internet marketing strategy that follows a similar pattern can help to boost your online presence while keeping Google happy at the same time.

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