Unless you run a zoo, or are involved with exotic animals, you probably don’t spend much time thinking about penguins. But perhaps you should!
Fairly recently, the folks over at Google released their newest search algorithm—named Penguin—that is changing the way search is done on the Web. One of the descriptions of this new algorithm is that it searches more like a human. In a recent post, one HubSpot customer made the following observation:
With the release of Penguin, ranking higher on Google seems to be less about gaming the system and more about engaging the visitor. It’s no longer enough to just drive visitors to your site by any means possible. In fact, SEO itself seems to be becoming a far more long-term, human strategy than a short-term, technical tactic.
The post is spot on and well worth your time to read. It’s also a validation of something you’ve read time and again: Good marketing has never been about tricks and tools and gaming the system.
Good marketing is about understanding your audience. It’s about thinking like your customers or potential customers think. It’s about asking the questions they would ask and then giving them the information they need in order to make an informed decision that will solve their problem.
So should you abandon Search Engine Optimization altogether? No! But instead , you should learn to think like your customers—and use your marketing to give them what they’re really after.