I think you spend far too much time worrying about Google’s algorithm.

Not you personally but search professionals generally.

Even Google thinks you spend far too much time worrying.

“One piece of advice I give to SEO masters is, don’t chase after Google’s algorithm, chase after your best interpretation of what users want, because that’s what Google’s chasing after.”

The above quote is courtesy of Google’s Matt Cutts and it’s obvious stuff really. Google has something like a 90% share of the UK search market and it would very much like to maintain and even improve on this because, simply put, advertisers follow their customers (and have to pay for the privilege).

It’s good, old-fashioned economics in action.

And it’s a good, old-fashioned onsite content opportunity that you can take advantage of.

Serving up the results that deliver the compelling and useful content that people want is what will protect and amplify Google’s power. And those businesses that don’t make Google chase too hard for this content will be best placed to take advantage of that 90% market share.

Simply put, Google is in the business of authenticating sites and if you want to be regarded as a genuine authority you’re going to need to deliver some great content and build a strong reputation.

It’s this combination of how you describe what you do and how others reference you that represents the opportunity to put your customers front and centre.

You could have the most authoritative links in the world  but, unless you’ve got onsite content that’s going to turn visitors into customers and customers into advocates, they’re not going to get you very far.

Anyhow, how did you get those amazing links if your content is rubbish?

You didn’t pay for them did you? Really?! You could be using that money to listen to your customers and then develop content that inspires them and helps them to research and (drum roll please) purchase your goods and services.

And great (useful) content, combined with a bit of promotional support, gives you a great chance of earning the links, recommendations etc. that will build your reputation.

You don’t pay for earned links. Not now and not in the future. With good content you don’t need to worry about whether a change to the algorithm (don’t panic) is going to penalise links to, and recommendations of, useful, persona-relevant content.

If you’re still not convinced, check out Eshe’s guest article on Tnooz - Ten tips for ethical link building on travel websites.

I’ve not even mentioned how useful content based on what people want and need can positively impact on conversion rates etc. and how it can bridge the divide between your PPC and the SEO opportunity… I can feel another blog post coming.

In the meantime, here are some questions worth considering:

1. Does your site deserve to be on the first page for target search groups based on your current content? What about top five? Position one?
2. Are you using content to provide the most relevant answers to people’s questions across their search journeys? Or are you focused on certain parts of the journey? Do you know what people are asking?
3. Once people are onsite does your content help you to turn them into customers?
4. Is your content compelling enough for people (including customers and influencers) to recommend it? Will it make them look smart, funny or creative if they share it?

I can’t answer those questions for you but I can tell you that if you put your customers ahead of Google’s algorithm when strategising about search you’re going to spend less time worrying and more time planning success.