With a renewed controversy in digital marketing circles about SEO correlation studies I decided to weigh in on the topic in a new post for State of Digital. My views on these correlation studies are that they’re useful, if viewed in their proper context:
State of Digital: SEO Correlation Studies – Are We Looking At Them Wrong?
“The exact causal relationship between social shares and high rankings is likely a very complex and muddled process, relying on many different interconnected factors. Instead of attempting to dissect these in detail – and risking making our in-depth research obsolete the next time Google releases an update or rolls out something like the Transition Rank patent – we should instead see the correlation studies like prediction signals.”
As online privacy remains a controversial issue, the use of browser cookies to track people’s online behaviour is ever more suspect. Anticipating this, Google is rumoured to be working on a new cookie-less tracking technology that might just change the online advertising ecosystem:
State of Digital: Google Working on Cookie-less Tracking Technology?
“Currently the cookie technology is a standard defined by the Internet Engineering Task Force, which is part of ISOC – a non-profit organization ‘dedicated to ensuring the open development, evolution and use of the Internet for the benefit of people throughout the world.’ Ideally a next-gen cookie-less tracking technology would be an open standard as well, based on consensual agreement from a trusted international organisation like ISOC or the W3C, and not founded on commercial principles that benefit a single company.”
The veracity of keyword rankings as a SEO metric continues to be disputed by many a self-styled ‘inbound marketer’. But I’m quite a big fan of keyword rankings, and in a new post for State of Digital I explain why:
State of Digital: Why Keyword Rankings Still Matter
“There is no single key SEO metric – instead we need to look at the bigger picture, and report on a whole range of KPIs that indicate progress. To dismiss rankings outright because they’re not the single key metric to measure SEO success by is patently ridiculous. I sincerely believe rankings should be one of SEO’s core KPIs, because rankings matter. Rankings are accountable, rankings give you a strong indication of where you stand in relation to your competitors, and rankings over time are a powerful indicator of success or failure.”
Danny Denhard, one of the UK SEO industry’s shining lights, compiled a post on Medium about the future of search agencies; what’s going to change, what will stay the same, and how agencies will need to adapt. Amidst a host of expert industry contributors such as Kelvin Newman, Paddy Moogan, and Dan Sharp, input from yours truly also found its way in to Danny’s compilation:
“Our biggest challenge as an industry will be to resist the push towards advertising from the big digital platforms (Google, Facebook, Twitter) and to keep clients — and ourselves — focused on the ‘earned’ traffic channels that I feel deliver the most value. Clients will be subjected to powerful propaganda from the big platforms to use their advertising channels, and it’ll be a struggle to keep client budgets focused on those earned media areas like SEO that we know yield much better results.”