grill-seoThe basics of SEO haven’t changed much in the last 15 years. If you followed the mantra of creating good content and obtaining quality links, they still haven’t changed… or have they?

Here are five SEO “foundations” that were absolutely torched in 2013. If you are still counting on any of these, stop now and get up to date on what SEO will mean in 2014.

1. Keywords Are The Key To Search Results

Many lamented the finality of not provided when it was announced on September 23, 2013 that keywords would no longer be passed in the referral string from Google. But what many failed to see (and many still fail to see) is that search is not about keywords; it’s about intention. It sort of always has been; but, SEOs have used keywords as a proxy to those intentions.

Is someone using the keyword “buy”? They must be looking to buy something. Makes total sense. But as the search engine algorithms have progressed, the average user now realizes they don’t have to put the keyword “buy” in their query. All they have to do is click on one of the conveniently placed shopping results, or better yet, skip the search engine altogether and use a vertical (shopping) search engine like Nextag.

Want further proof of this? Look at Google trends. For almost any comparison of a keyword vs. buy + that keyword, you’ll see a trend similar to this, showing that while people are increasingly interested in a product, their tendency to add “buy” to that product keyword is diminishing. Below is an example of this with “power tools” (red) and “buy power tools” (blue), but you can see it with a lot of examples if you feel like digging a little.

Google Trends for "Buy Power Tools" and "Power Tools"

Google Trends for “Buy Power Tools” and “Power Tools”

2. Geo-Location Keywords Are Important

It used to be that if you wanted your site to show up for a specific city, all you had to do was create a page that showed the city or city and state along with the keyword. This led to millions of pages on the internet like these:

SERP for a site with geo-located pages

Not only is this no longer a recommended tactic; the Panda algorithm was created in part to stamp out the practice. Instead,  you now have to have a Google Places/Pages/Whatever they are calling it profile for a verified address in the local area to rank well.

Plus, you have to use schema tagging (or Hcard or whatever) to mark up your address. For some reason, the search engines think that because our office is physically located in Raleigh, NC, we’re more relevant there than anywhere else in the country – even though the majority of our clients are not from NC. So, we also have the death of common sense to celebrate.

Hopefully, this particular issue will be short-lived, since again, searchers are becoming more savvy and realizing they don’t have to enter the city name to get a local result – unless, of course, they want a location outside of the area they are currently in… but I digress. Suffice it to say this particular practice is torched, but there’s not yet a good replacement solution.

3. 302 Redirects Have A Function For SEO

302 redirects were used for SEO back in the day because the search engines would only crawl sites every now and then (not multiple times a day like they do now). If you were making a page change that you didn’t expect to stick for a long period of time, you would post a 302 redirect so the search engine wouldn’t change your listing during the time before you went back to the old URL.

The official reason for this in SEO was that you didn’t want the search engines to update all your inbound links to the new URL, as indicated by this directive in w3.org: “302 Found… The requested resource resides temporarily under a different URI. Since the redirection might be altered on occasion, the client SHOULD continue to use the Request-URI for future requests. This response is only cacheable if indicated by a Cache-Control or Expires header field.”

However, Google went on record in August of 2012 with John Mueller stating: “the 302 is something where we would still pass the PageRank. Technically with the 302, what can happen is that we keep the redirected URL and just basically use the content of the redirected URL.”

We began to see this really play out in 2013 as we saw more and more sites getting penalized for bad links to their site – especially affiliate links, which often go through 302s with the intention (incorrect) of stopping the flow of PageRank.

4. 404 Error Pages Should Be Reserved For Outdated Pages

This is another very frustrating development in Google’s quest to kill spammers. Hundreds of sites are being forced to deal with inbound links that they can’t control by making the destination page go to a 404 or 410 result. This means there are thousands of new broken links on the web as a result of Google’s heavy-handed penalties.

This is terrible for user experience, but if you can’t control the links into your site and can’t get the webmaster to respond to you to remove them, it’s really the only option to get back in Google’s good graces. They say you can disavow bad links, but they also say you have to make a concerted effort to remove the links first – and they don’t consider a spreadsheet with hundreds of “no response” entries to qualify, in my experience.

You can see just how big this problem has become if you start looking at search results on a site: level — especially for news sites that posted a lot of press releases and later removed them due to pressure from the webmasters that syndicated them in the first place.

Linkrot is a real problem on the web, and now Google’s contributing to it mightily. I’ll be interested to see how the numbers change over the next few months, but this study (released just this month) shows a pretty clear trend:

Linkrot Study by the Chesapeake Digital Preservation Group - 2013

Linkrot Study by the Chesapeake Digital Preservation Group – 2013

5. Links To You Can’t Hurt You

This is possibly the biggest SEO understanding that was torched in 2012 and 2013. Back in October of 2007, Wysz (a well known Googler at the time) said this: “I wouldn’t really worry about spam sites hurting your ranking by linking to you, as we understand that you can’t (for the most part) control who links to your sites.”

This week, Matt Cutts said this: “But if you really want to stop spam, it is a little bit mean, but what you want to do, is sort of break their spirits.” I think commenter “hGn” puts it best: “The collateral victims of the [Google] experiments are much more than the spammers that these algorithms are really stopping or frustrating.”

What I see from my seat as an SEO consultant is that the people with broken spirits are the companies that hired the spammers, not knowing what they were going to do. The spammers have already moved on to their next victim.

So there you have it. A sad and trite listing of some of the more disturbing ways SEO has changed this year. While building quality content that visitors want to use and share is a beautiful, altruistic and idealistic goal, I somehow doubt that the search engines (Google especially) will abandon their vendetta against spammers long enough to help the new SEO best practices actually work the way they are intended to. Here’s hoping for better news in 2014.

Image used under license from Archology Inc.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: All Things SEO Column | Ask: SEO | Search Engine Land's 2013 Search Marketing Year In Review

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About The Author: is the President of an online marketing consulting company offering SEO, PPC, and Web Design services. She's been in search since 2000 and focuses on long term strategies, intuitive user experience and successful customer acquisition. She occasionally offers her personal insights on her blog, JLH Marketing.

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  • http://wtff.com/ WTFFcom

    “The basics of SEO haven’t changed much in the last 15 years. If you followed the mantra of creating good content and obtaining quality links, they still haven’t changed”

    Oh, SEOs are so modest as usual )
    Why “last 15 years”? People followed “mantra of creating good content and obtaining quality links” by word-of-mouth promotion since … well, for 100000+ years at least. They just were not so intelligent to know, that in fact they were SEOs.

    You should write :

    The basics of SEO haven’t changed much SINCE HUMAN BEINGS EXISTENCE. If you followed the mantra of creating good content and obtaining quality links, they still haven’t changed …

    Human beings should know who must be appreciated for the “good content” around them – caves paintings, religious texts, pyramids, etc etc etc …

    “Mantra of creating good content and obtaining quality links” existed forever, means SEO also existed forever and here is nothing to be ashamed of. Be proud. SEOs created this World. Period.
    ——————-

    “I somehow doubt that the search engines (Google especially) will abandon their vendetta against spammers long enough to help the new SEO best practices actually work the way they are intended to”

    If you mean by “new SEO best practices” :

    - create content because of the possible links, not because you must say something important ;
    - create content with search engines in mind ;
    - still manipulate links this or the other way ;

    then your doubts are correct.

  • Laura Phillips

    Nice round up Jenny, thanks. It is quite crazy trying to explain this stuff to friends in other industries!

  • http://www.jlh-marketing.com/ Jenny Halasz

    Hahaha. Touche.

    I referenced last 15 years because that’s how long I’ve been in SEO. Therefore I can’t reasonably “know” longer than that. But your points are well-stated, if a bit “passionate”. ;-)

  • http://www.jlh-marketing.com/ Jenny Halasz

    Thanks Laura! I try to write in layman’s terms, but still use too much jargon sometimes. Hope it will help you to share it. That’s the point right? Google wants content people can use and share.

  • NSLX

    People use Nextag?

  • NSLX

    People use Nextag?

  • Guest

    Great article indeed. However, I’m not quite sure how much I agree with #2 exactly. Of course, I’m not a complete expert and would like more feedback on this, but we’ve created local pages for the cities we’re in for the company I represent and have seen pretty solid results.

  • Pedram Farsaii

    I’m not sure how much I agree with #2. We’ve created custom local pages for our locations across the States with pretty solid results. I’m no expert, but, I still think that location keywords are very important. Though, the root words of course hold a lot of value and naturally location pages and schema markup will point the searcher in the right direction, a lot of times the location keywords help really target the exact product/service with the exact location – instead of the home page, for example, that a Places search result might point to.

    Thoughts?

  • http://www.jlh-marketing.com/ Jenny Halasz

    Pedram (and my anonymous Guest), thanks for your comments. What I was saying about #2 isn’t so much that the practice is obsolete, because I know it still works! What I meant is that if Google heads the way they say they are heading, these types of pages will be less important. And I hope we can all agree that pages where just the location name is changed are simply spam.

  • http://www.blackbeardesign.com Joel Black

    Thanks for the comments. Im going to go take a look at all my 404 error pages.

  • http://zmotevangelist.com/ David Dino Maiolo

    Ooooh, #5…drives me nuts. The same SEO’s who loaded tons of spammy links to their clients’s sites are now charging to remove those links. Reminds me of the mortgage industry when mortgage brokers were booking loans they knew were high risk, then went back to their customers to sell them loan modifications after they went upside down. Maybe a lot of these brokers moved into the SEO business after the real estate market crashed.

  • http://www.cygnet-infotech.com/ Boni Satani

    Great Article! Specially point #2 & #3

    Though would need some clarification on point 1 – context of the point is pretty clear but the method you choose to prove it, I guess may not be 100 per correct. I mean at any point of time the comparison between “buy power tools” & “power tools”, the general keyword (here – power tools) will always have higher searches, right? so what you said was by default true for 2011 or 2012 also :P

  • http://www.bettergraph.com/ Anoop Srivastava

    Thanks WTFFcom. Yes, i am also observing from last 5 years and find that quality content is basic fundamental thing that we should remember in SEO industry.

  • http://www.jlh-marketing.com/ Jenny Halasz

    You’re right, I could have been more clear… what I was trying to show is that the trend is shifting. So while more and more people are interested in power tools, the number of people who are adding “buy” to the keyword is trending down. Indicating that while people are no less interested in power tools, they’re not bothering with the extra step of indicating the “buy” intent since power tools will now return shopping style results. You can see it with “iphone” and “buy iphone” too, although the trend is a little tougher to spot because of the peaks around an iphone release.

  • http://www.jlh-marketing.com/ Jenny Halasz

    You’re right, I could have been more clear… what I was trying to show is that the trend is shifting. So while more and more people are interested in power tools, the number of people who are adding “buy” to the keyword is trending down. Indicating that while people are no less interested in power tools, they’re not bothering with the extra step of indicating the “buy” intent since power tools will now return shopping style results. You can see it with “iphone” and “buy iphone” too, although the trend is a little tougher to spot because of the peaks around an iphone release.

  • http://www.jlh-marketing.com/ Jenny Halasz

    Be careful! 301′ing a 404 could bring up bad links. So make doubly sure your links to that page are clean before you “fix” it. This is what drives me nuts. Why wouldn’t you want to fix an error page?!

  • http://www.jlh-marketing.com/ Jenny Halasz

    Be careful! 301′ing a 404 could bring up bad links. So make doubly sure your links to that page are clean before you “fix” it. This is what drives me nuts. Why wouldn’t you want to fix an error page?!

  • Allyn1

    I take a bit of issue with #2 above. The SERP you show there is obviously from a spammy site that probably isn’t a true brick and mortar biz anyway. Either way, ranking for geo terms was never about just “making content with keywords and geo modifiers” It was and always has been about context. If you want to rank a site for states or cities, you have to draw context from and within the areas you want to rank. In the old days, we’d just get links from contextually relevant sites (if you wanted to rank for ‘Chicago’ terms, you’d get links from Chicago based sites in your niche using anchor text and surrounding content to strengthen the signal)
    It’s even MORE important nowadays, but we have to rely on the context of the humans and not just the links anymore. (been going this way for a few years now, not just 2012 and 2013)
    You used your own company website as an example. It would stand to reason that if you are located in NC, and your employees who have authorship on the site are also located in NC, and who’s mobile habits geo-locate them within NC, then that is the context that is drawn by Google. Want to expand out? draw context from other areas of the country. More and more, interactions offline (think mobile) now draw context online. BTW- this is why Google Plus is such a big play — it’s not a social network… it’s a huge contextual database that Google can draw from. It’s used to improve search results which is where Google makes it’s money! Add in all the data that Google gets from Android devices, and you have a lot of BIG data to draw context from… and improve SERPS — enter: Hummingbird

    Of course, then there is the whole idea that Google is a business, not a charity, and many terms that you want to rank for require the smart use of PPC along with a site that is well optimized to convert those visitors. That’s another art form that plays right along with SEO (quality scores) and user experience. No longer can we just look at SEO as a stand alone function. Social, PPC, SEO and traditional advertising all work together.

  • Allyn1

    I take a bit of issue with #2 above. The SERP you show there is obviously from a spammy site that probably isn’t a true brick and mortar biz anyway. Either way, ranking for geo terms was never about just “making content with keywords and geo modifiers” It was and always has been about context. If you want to rank a site for states or cities, you have to draw context from and within the areas you want to rank. In the old days, we’d just get links from contextually relevant sites (if you wanted to rank for ‘Chicago’ terms, you’d get links from Chicago based sites in your niche using anchor text and surrounding content to strengthen the signal)
    It’s even MORE important nowadays, but we have to rely on the context of the humans and not just the links anymore. (been going this way for a few years now, not just 2012 and 2013)
    You used your own company website as an example. It would stand to reason that if you are located in NC, and your employees who have authorship on the site are also located in NC, and who’s mobile habits geo-locate them within NC, then that is the context that is drawn by Google. Want to expand out? draw context from other areas of the country. More and more, interactions offline (think mobile) now draw context online. BTW- this is why Google Plus is such a big play — it’s not a social network… it’s a huge contextual database that Google can draw from. It’s used to improve search results which is where Google makes it’s money! Add in all the data that Google gets from Android devices, and you have a lot of BIG data to draw context from… and improve SERPS — enter: Hummingbird

    Of course, then there is the whole idea that Google is a business, not a charity, and many terms that you want to rank for require the smart use of PPC along with a site that is well optimized to convert those visitors. That’s another art form that plays right along with SEO (quality scores) and user experience. No longer can we just look at SEO as a stand alone function. Social, PPC, SEO and traditional advertising all work together.

  • Mehmet ÇAKIR

    #2 geo location is intersting did u calculate its usage ?

 

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