Written By: Adam Dince
This week in Seattle, marketers from across the globe met in Seattle to discuss online marketing strategies, points of view and forward-thinking best practices. I’m happy to report that the state of digital marketing is in excellent condition–especially SEO. Yes, we know that you guys have been tightening the screws on your quality guidelines and have been attempting to get rid of Web SPAM at record speed. But what we’d like you to know is that we SEOs are pursuing the same level of quality that you are. Not because you’ve required it–but because our audience does.
Also discussed was how we SEOs can help Google achieve its goals of better understanding the Web through implementation of Schema.org mark-up language and better defining our language across the Internet. We believe and support Google’s mission of providing the best possible search results experiences. We’ve even gone as far as adopting Google Plus as a platform and have probably been your biggest Plus evangelists.
Google, you must know that today’s SEO is not simply focused on rankings or click-thrus. We’re focused on optimizing the entire customer journey on all fronts. However, we’re not sure that Google’s doing its part in rewarding that pursuit of excellence. Take for instance, you’ve:
- Removed author photo snippets, which were intended to make a more compelling search result
- Scraped and stolen the content that we’ve included in the schema.org mark-up tags you asked us to use
- Taken away our keyword referral data, which helped us create valuable content
- Given us inaccurate data in Webmaster Tools and the AdWords keyword tool
- Replaced valuable image traffic to our Sites with worthless citations
- Penalized and killed innocent businesses that unintentionally violated your quality guidelines
Yes Google, we know that your primary objective is to drive revenue to make your shareholders happy. We get that, and we’re okay with it. What we’re not okay with is you sacrificing searcher experience in the name of ad clicks. In fact, if you really paid attention to what was happening in attribution, you’d realize how important organic is to driving those paid clicks.
Here’s a simple example: When a searcher clicks on a great organic result, that person can be later targeted with a highly personalized display ad that results in Google revenue and a positive user-experience. Additionally, those remarketing lists (built from organic traffic) can help our paid search display the right ads to the right searcher.
As I wrote above, we’re commited to excellent experiences across the board and we hope that at some point, you put forth the same honest effort. Where we begin to question Google’s sincerity about its focus on quality, is when quality isn’t rewarded and is in fact used against us.
Lover of all things Google