Search engine optimization (SEO) is something all business sites and online stores need to remain visible amidst stiff competition. All marketers know all too well to not ignore the search engine guidelines and the algorithm changes that crop up every couple of months. Even with the hundreds of dollars, some brands spend on perfecting their SEO strategies they are always falling behind. Many companies do not see the returns they expect from their search engine optimization strategies.

That has led to whispers among the market newbies and some patrons about the vicious cycle of SEO. According to them, the leading WebPages rank high because they get high authority backlinks. At the same time, they get these backlinks because they always hold top ranks. Many would love to preserve their good night’s sleep by believing that it is just a theory from the SEO maniacs, who like to conjure ideas of Google conspiring to penalize sites at every chance they get! Sadly, there is a lot of truth to this theory.

Why is your blog or content not ranking well in the Google SERPs?

Here’s why it makes sense:

Say, you need to write a blog about famous pizza joints in Long Island. What do you do? You begin searching for pizza joints, their specialties, heritage, happy hours and whatever else that you need on Google. It is a crime not to love Long Island pizza so that you will find tons of material on it! So you don’t really need to look beyond the first page (okay, the second page if you are really desperate about getting some info) for writing up this piece. The sources are high authority, and your search ends as soon as it begins.

Once you finish writing all about the warm-cheesy-goodness, it is time for you to build your links. Now you need to find a resource that corroborates your content about the type of cheese used in one of the specials. Where do you go? The high ranking pages that have served as your source for material, of course! It only makes sense to link to the original article that served as your inspiration.

What if we told you, that is exactly where the thousands of bloggers and retailers go wrong? Do you know how many blogs on pizzas go online every day from Long Island? Even if it is only a hundred, these people are probably searching for the same topics that you did. They saw the same WebPages and used them as a source for their content. Now, when the time comes to link their blogs, they will link their pizza articles to these very references as well.

That goes onto to show two very significant things in the world of SEO:

  1. The high ranking pages attract new links and value-adding links constantly.
  2. It is difficult for all new blogs and brand websites to climb to the top using link juice since all new content are vying for similar links.

Google considers backlinks as one of the top three ranking signals. It should be quite evident to anyone why it is nearly impossible for any new content to outrank the high ranking blogs and sites. It completes the vicious cycle of SEO.

Google RankBrain and SEO: Where’s the rainbow on a gloomy day?

However, there is a silver lining to this paradox – according to recent research, there is no tangible proof that garnering links at a fast pace has any effect on the visibility of a website. Therefore, these high ranking sites might be attracting new links every hour, but that does not obliterate the chances of the new content becoming visible on the Google SRL. It is a key finding since it goes onto show that backlinks are only ONE of the key ranking signals and NOT the end of all SEO theories. Visit the website of a Long Island SEO company to find out more about the role backlinks play in Google ranking.

As a matter of fact, a series of analyses of high ranking content shows that the common factor between them does not have to be an impressive backlink profile. Some contents can perform well with comprehensive and authoritative qualities. Well-researched, original and creative content pieces always perform better than the ones that are short, and elusive. That paints a glimmer of sunshine in the bleak skies of all new SEO teams.

There are more than one ways to break free from the vicious SEO cycle, and Google algorithm updates have already provided the website masters with them. Thanks to Google RankBrain, the technical aspects of any content are far less relevant than its readability, quality and contextual nature. The new updates can weigh the bounce rate, dwell time and understand the intent of keyword use. Search engine optimization has evolved beyond keyword density and external links long ago. So, if you are spending the lion’s share of your marketing budget on link building and keyword research, it is time to talk with your SEO and digital marketing team. 2018 calls for a redistribution of your business resources in the search engine optimization mix.

Featured Image: Freepik

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