31 Mar '15, 9pm

Flexibility Is Key for SEOs [#CZLNY]

Flexibility is one of the most important aspects of search marketing, said Melissa Walner, director of SEO at Hilton Worldwide, during her ClickZ Live New York session. Over just two months last year, Google launched a new SERP layout, increasing font size by two pixels; rolled out a soft Panda update; and officially launched Panda 4.0. Additionally, Matt Cutts, who led the search giant's spam team, announced that Google can and will change title tags if they think something else would serve the user better. And in just a few weeks, the algorithm will change again . "SERP changes to Google algorithms are as inevitable as death and taxes," Walner said. "It's more than likely that you're going to have to adjust some element of your best practices or your strategy." To Google bots, the word "Hilton" is synonymous with "hotel," which complicated things for the brand's title ta...

Full article: http://searchenginewatch.com/sew/news/2402363/flexibility...

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