Larry BraunerAt the BDI forum on Search and Social last week, SEO and business development consultant at 1-800-Flowers, Jordan Glogau, discussed recent Google search changes.

Jordan said that authority is up, i.e., more important, while relevance is down. Content is also more time sensitive as Google pushes for more up-to-date results.

Jordan GlogauAuthority is achieved by means of quality inbound links. Often it’s necessary to purchase these links.

Jordan recommended Pay Per Post and Review Me. Ask to have your product or service mentioned, not endorsed.

Recency is achieved by frequent blogging and use of social sites.

I personally suggest that while you may strive for greater authority and recency, you shouldn’t neglect relevance. After all, what good is SEO and driving Google traffic to your site if your content isn’t relevant to your visitors?


6 Responses to “Google Bumps Up Authority and Recency Bumping Down Relevance”

  1. MIke Behnken, MS, CSCS on July 19th, 2010 10:35 am

    For most topics especially in my niche of fitness, recency means very little and it’s sad to see google boost recency.

  2. Larry Brauner on July 19th, 2010 10:47 am

    Fortunately, it’s all relative, Mike. If your competitors aren’t generating recent news, it won’t matter. In any case, you should strive to increase your authority. Blogging and other social media are great for that.

    Jordan pointed out that buying links might be expedient, but I’ve only used organic link building, and my more established blog, Online Social Networking, dominates its niche.

  3. Marilyn Moran on July 19th, 2010 11:09 am

    Larry – I absolutely agree with you on relevance. It should not be neglected.

    I am a huge proponent of optimizing for humans (or HEO). I wrote about that here:

    Visitors need to make an immediate connection (usually within 5 seconds) or you’ve lost them. Content/call to action needs to be simple – the message, highlighting value, should be short & sweet and focused on the needs of the visitor. A prominent call to action should follow that always. It’s not rocket science, but a lot of people forget the basics.

  4. Larry Brauner on July 19th, 2010 11:15 am

    I agree Marilyn. I’ve also written about it, most recently in 25 Common Social Media and Web Marketing Mistakes, bullet #8.

    Unfortunately, most websites aren’t optimized for humans or search engines. There owners come to believe that websites are useless.

  5. Marilyn Moran on July 19th, 2010 11:41 am

    To think that people in 2010 still think websites are useless… it’s mind-boggling!

  6. Larry Brauner on July 19th, 2010 11:55 am

    However, Marilyn, it is understandable. It’s the Internet Gold Rush, and most business have little idea what they’re doing. They go with the first consultant who makes a good pitch. That’s a big gamble, and most often they lose. Then they extrapolate their experience and conclude that websites don’t work.

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