Changing Business Environment, Digitalization and SEO: Novelties, Threats and Opportunities

A good business is one that manages to produce and provide the necessary and preferable product to the market, in the way that is most fit, reasonable and profitable for it, making marketing an essential part of modern day business strategy. Digitalization has increased the efficacy and scope of marketing and those working at an SEO Agency will know why: the sheer fact that the world became a connected marketplace has opened new frontiers for marketers that were previously thought to be impossible. As internet technologies continue to develop and find partnerships in manufacturing, industry or any other field of business in today’s world, digital marketing will continue to dominate the attention of producers and consumers, while SEO will surely remain as one of its top priorities and most favored techniques.

Google is easily the most successful search engine of all time and gets its support from all the users as well as marketers who utilize the system to obtain information or promote products. A new SERP feature within the system has been put into function, allowing “users to refine their search using image-led suggestions,” making it a lot easier for the inquiring eye to locate the results it is looking for directly. Eliminating the filters and not replicating the results, Google’s new interface provides a direct access to visual material that is associated with products, services or any other offer that is searchable on the search engine. By making the main results page more visually attracting, Google intends on increasing visits to its platform that are strictly commercial in intent. The developers of Google UI are also collecting user data to generate the relevant filters to help users directly locate the products they might be looking for. What does this mean for digital marketing? It means that Google itself is becoming a wholesaler of product marketing, strengthening the search engine’s undebatable authority over digital marketing, not to mention adding further value and relevance to SEO.

Just like any other practice in business and marketing, SEO also has its downfalls, which are labelled as ‘Black Hat SEO’, referring to “unethical practices to help a website rank higher in Google,” leading websites to get penalized without taking an active part in such efforts or even knowing about them.  The problem is that most companies cannot afford to have the stigma of such practices because the resultant user experience is usually terrible and the company’s website will automatically get demoted, leading to significantly lower user traffic. The practitioners of Black Hat SEO use paid links that have no connection or relevance to the website, as well as keyword stuffing, which basically means using out of context or unnaturally phrased keywords to define a website. In both cases, the intention is to get the search engine user to click on the website’s link without any respect or attention paid to the content of it. In most cases, the users end up hating their visits to such websites and pretty much never visit the website ever again. Although the ill-minded parties which operate such schemes get what they want in such occasions, the website’s owners lose significant credibility and in turn, business.

Those practicing digital marketing and SEO have to be in the loop with respect to novelties, news and developments in the market and the annual MozCon is a great event that allows gifted marketers to connect with one another, while learning and applying crucial knowledge. Business competition in today’s world is unforgiving and those seeking to move the chins need to know how to pinpoint targets and aim for the right market segments. The MozCon provides the optimal mix of marketing tools, methods and technologies with respect to the content of its offerings, which are shared with the participants through the presentations of distinguished speakers who attend the event. Usually being industry leaders, such speakers provide insights into crucial issues with no sales pitches allowed whatsoever to develop trust and confidence in the organization’s purpose and intention. The audience itself is also quite distinguished and elite, consisting of employees from various marketing firms and organizations, possessing excellent skills of networking and a wide range of contacts. Every presentation is professionally recorded and edited to be later serviced to the attendees, who usually end up staying in contact with one another following the event, which will be taking place in July this year.

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