Buzzword to Curse Word: SEO

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Search engine optimization, referred to as SEO, may be a thing of the past. A widely used buzz word amongst digital marketing gurus, SEO is the process of gaming search engine algorithms in order to achieve superior search results. Companies do this by exploiting the buzz word seeking nature of search engines. For instance, a produce store selling local organic food might jam pack the front and back end of a website with highly searched words like fresh, produce, food, local, organic, natural, etc. The hope is that when a potential customer searches the web for local organic food, their store will appear near the top of the list because their website contains these SEO words and phrases. There is what many digital marketing consultants claim to be a “science” behind this, and peppering websites with buzzwords is one of the simpler ways they advise clients to improve online visibility.  

Search engine behemoth Google has caught on to the shenanigans, and isn’t particularly pleased. If their algorithms can be exploited, their search results may see a reduction in quality. This reduction could threaten the prices charged for advertising, and anything threatening Google’s revenue is not likely to continue. In a first defensive measure, Google has ceased releasing keyword popularity data. Previously, this data served as a main ingredient in the recipe for concocting new methods of exploiting the system. Additionally, Google is constantly changing their algorithms in an effort to remain in front of the latest exploitative methods. Although this hasn’t extinguished the SEO business, more maneuvers are likely to follow. As SEO transitions from a buzzword to a curse word, it’s important to remember the key to making a great website is just that – making a great website with high-quality content. 

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Virginia MacKoul

Virginia is a graduate from the University of Florida's College of Design Construction and Planning with a degree in Sustainability and the Built Environment, and a minor in Urban Regional Planning. Virginia joined the Front Street team in 2011, as an intern. Upon graduation, Virginia joined the Front Street team full-time as the Director of Client Services. Ms. MacKoul’s addition furthers Front Street’s continued growth and expansion within Gainesville and other North Central Florida markets. She was promoted to Director of Marketing in 2014 and now manages the firm’s team of interns and oversees all marketing and branding activity. Virginia was born in Boston and moved to Lee County, Florida in 1997. Virginia graduated her high school's International Baccalaureate program and started at the University of Florida with a focus on Architecture. Virginia shares Front Street's passion of giving back to the community and those in need. Virginia's hobbies include photography, cooking, football, movies, music, and spending time with her dog, Brinkley.

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