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If Google Panda and Google Penguin taught you anything, it should have been not to chase the algorithms.

A lot of search marketers spend the bulk of their time trying to figure out search engine algorithms and playing to those. They’ll test this and test that, then implement a new search strategy or link building strategy based on guessing what’s important to Google or Bing. This is a waste of time.

I’m not saying don’t run tests. But don’t rely on tests as a final authority on accurate search ranking. Algorithms can change. And they often do.

Instead, focus your content on your end user. Who do you want to attract to your website? Well, then write your content for that person. If you write your content with one person in mind who serves as the ideal customer, then you’ll get a lot farther in terms of marketing your website. Search rankings generally take care of themselves if you write your content with the end user in mind.

I’m not saying don’t optimize your content. You should use your keywords, write good titles and subheads, include alt tags, and take care of the basic SEO elements. But don’t make them the most important elements on your page.

The most important thing to good search engine rankings are your site visitors. What do they want? Give it to them.

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