Matt Cutts

Michael Gerard is the Chief Marketing Officer of e-Spirit and he can be reached at

Recently several key figures, who have made enormous contributions to the search industry, have either left (Matt Cutts) or stepped back from day-to-day activities in the companies they have helmed (Danny Sullivan and Rand Fishkin). It is a sign of the times — a generational shift in the industry. Not a generational shift determined by the age of the participants, but one determined by how the industry as a whole has aged and matured.

Recently I was asked: "What methods, besides paid traffic, would increase new leads and visibility in the B-to-B market?" This great question opens up the door to a conversation about Google's newest cast of characters. (Panda, Penguin and Hummingbird) in the last few years. Let's review what each of these changes brought and where business marketers' focus should be to score the elusive front page rankings of Google on the terms that matter to you

Join Internet marketing consultant Michael Fleischner who'll help you answer all your search and content marketing questions, including: How to make Google love your content marketing; what optimization elements give you a leg up; planning content that fits your ideal customers and Google's parameters; and tracking your success beyond web traffic metrics.

When Google’s algorithm changes, it creates huge waves in the search community. These updates shape search engine strategy, and impact what you and I do on a daily basis. Recently, Google updated its algorithm with the well-known Panda update. This is known as Panda 4.0. This algorithm update fulfills the prophecies of some, and is the realization of nightmares for others. For good or ill, Panda 4.0 is the biggest algorithm upset in 2014

With Google stepping up its efforts to penalize link networks and those who buy and sell links, and algorithms like Panda meant to reward sites with high-quality content, how important will backlinks be to Google's search algorithm in the future? Will backlinks lose their importance for ranking purposes? This is the topic of the latest webmaster help video featuring Google's Distinguished Engineer Matt Cutts. While many of us have pondered the future value of backlinks, it's interesting to hear Cutts’ perspective on the issue. "I think backlinks still have many, many years left in them," he said. 

Google's Matt Cutts always stresses the importance of having great content on a website, and the latest Google Webmaster Help video talks about why content is important — complete with a talking Cutts head that's missing the rest of his body. Cutts said that while the head of a document is important, you also need to pay attention to what's in the body of the document as well. Because great content is a core metric in the Google search algorithm, and sites are getting penalized for thin or duplicate content, it's worth repeating the message to webmasters.

More Blogs