The Internet is evolving, and there’s been a major shift from PageRank to topical trust flow. PageRank takes into account more than 200 pieces of information to determine relative value of a site to a user. It’s important for good traffic.
Topical Trust Flow splits up the site’s relevance into a number of categories, based on content and inbound and outbound link data. This is the new “it” factor because it lets you see if a site is relevant in its industry. Google is building a value-based internet, with content that is beneficial to users. Creating high-quality content is the most important part of any SEO strategy, and Google may depend more on topical-based metrics in the future.
Yes, sites should be concentrating on creating content that people want to read. But SEO can still give you an advantage over competitors. Optimizing headlines, using keywords intelligently, and effective internal linking still matter. However, sites should keep an eye on their link profiles.
Sites still need to use best practice SEO techniques, if only as an insurance policy to avoid the risk of Google penalties. Site owners should create additional sources of traffic outside of Google. Small businesses aren’t necessarily at a disadvantage even if they lack SEO expertise, because they can be flexible and make decisions faster.
Content curation can be a time-consuming process. Simplify the process by automating it. Use DrumUp and Feedly to feed you the content you need. Some tools let you schedule weeks in advance. Curate content from influences. This adds to your content and helps you start a conversation with influencers.
Cut back on the number of social profiles – otherwise, you end up having to produce and share more to stay active on all platforms, which takes times. Follow a schedule, and process content suggestions in batches, so your effort lasts longer. Use analytics to curate the right kind of content. What’s getting the highest engagement? Use this data to understand the content preferences of your audience.