Search Engine Optimization In Pennsylvania Evolves Into Traditional Marketing

By Author: Sue McCrossin
Total Articles: 739
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The goal of a Search Engine Optimization or SEO firm in Pennsylvania is to get a client’s website to come up on the search engines when certain phrases are searched. As the major search engines like Google and Bing change their algorithms to show less “spamy” sites, and better results, PA SEO must change in order to keep clients on the top of search. This change is resulting in more comprehensive internet marketing campaigns that blur the line between SEO and traditional corporate marketing. They are becoming one and the same, which is a positive financial incentive for companies in Pennsylvania to choose a forward thinking SEO firm.

With the advent of Google’s Farmer or Panda algorithm update and the hundreds of smaller tweaks being made every week, the days of websites using semi-white hat or black-hat SEO techniques to rank your Pennsylvania business are about to end. Search engines are striving to show trusted brands in an automated way, and are devaluing sites with low quality links, paid links that look organic, cross domains and conical linking, and sites that get links from spinning ...
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The new signals that search engines favor include all types of information that supports the trustworthiness of the brand. These also happen to be the same signals that traditional marketing also seeks to promote, and so SEO and marketing finally meet to work together to promote websites. At least, that seems to be the goal of the major search engines, showing better branded results to visitors.

For example, while SEO used to be all about getting links, some of the new ranking factors have more to do with citations from other companies and from customers than they do about getting actual links from them. Just the mention of your brand allows the search engines to trust you a bit more. It also seems that community ratings and Facebook “shares” are becoming more and more important in rankings. So Google and Bing can tell when you are “liked” by your customers, and they tend to want to show your brand when you are well liked. The more authentic you can make your website pages, with staff bios, photos of your location, and other proof that you are a real business, the more the search engines will reward you with rankings. Since branding and citations are usually tasks for the marketing department, the concentric tasks that help corporate image and SEO seem to make a lot more sense.

As search becomes more personal, the brand and the buzz about the brand will play a larger role in search rankings. The lines between traditional marketing and SEO will continue to blur, and SEO dollars will be directed toward tasks that also help to build the corporate brand and win customer’s trust.

Sue McCrossin is the CEO of PA Internet Marketing – a subsidiary of Boomtown Internet Group, and interested in participating in discussions about PA SEO and Search Engine Optimization Pennsylvania.