As has been the case historically, the negative impact of these changes have been most dramatic for websites which achieved their placement status through manipulation of Google’s ranking system. Content generating websites, often called “content farms,” are likely feeling the biggest pinch. These sites produce large volumes of low-quality content in an effort to draw a high volume of search traffic, which facilitates their sale of advertising and affiliate sales commission.

As horror stories of websites dropping from 1st to 70th-place make dramatic headlines and stir uncertainty among Internet business owners, some search engine optimization (SEO) companies have used this mini-crisis to proclaim their own worth, saying that it takes “experts” to keep up on the latest trends and keep your website on top.

However, those paying attention see it differently: It was the very SEO companies that are now proclaiming their worth who put their own clients in this position to begin with, advocating tricks and tactics whose utility was destined to be short-lived. Those who buy into promises of unethical SEO practices will continually rise and fall with each new change, trading short-term gains for long-term progress.

Far from a radical philosophical change in how Google ranks websites, the recent modifications are just another milestone in a continual process which reinforces what has always been true: Websites that provide unique, high-quality content, speak in-depth on one or two topics, and show they’ve earned the respect and credibility of their peers will continue to rank better and better.

My advice is to focus on SEO fundamentals and to build your website for people rather than search engines. Speak honestly, write unique, fresh and useful content, and strive to build a strong network with other like-minded websites through cross-linking. In this way, you will become a valuable resource to your website visitors, align your company with Google’s principles and position yourself for long-term benefit.

For more information on the fundamental skills of ethical search engine optimization, check out my article Search Engine Optimization: The Basics.

For anyone who has known me long enough or heard me speak, one of the consistent grumblings I make is about the lack of common sense in many Internet marketing approaches, usually supported by the quick-talking, sales-focused communication styles of self-proclaimed Internet marketing gurus. I encounter these people daily; people who exude the antithesis of techniques and values which I hold dear and are often identified by a “trust us, we know best” attitude.

Admittedly, I’m not an all-star sales-person; I’m not the guy who can sell water to a well. But I am a consumer, a business strategist, a statistics analyst and a person of integrity. Those qualities combined, I have some strong opinions about how business should be conducted, about what it means to create long-term loyalty, and about harboring societal values which cultivate a sense of global humanity.

Indeed, these values which I hold are a reflection of something more than money, and won’t connect with the person who cares only about the dollar. Greed is pretty low on my list of business objectives. Can I get a hoorah?!

With an eye toward establishing long-term growth and cultivating lasting customer loyalty, let’s take a look at some blatantly bad “marketing” behavior which lacks common sense:

Don’t Talk At Me
Engage with me. Connect with me. Listen to me. Find a way to help me.

Don’t Convince Me
If you’re trying to convince me, you’re not listening to my concerns and addressing them. If your product/service is of value than simply listening and addressing my concerns will illuminate the value.

Don’t Mislead Me
Even if my examination is discovering shortcomings in your offering, that’s an opportunity for you to improve. I don’t expect anyone to be perfect and some humility and desire for improvement goes a long way in building a long-term relationship.

Don’t Hype
You may be the best there is, but let other people say it. Self-proclaimed status is meaningless in today’s world where countless people are declaring themselves an expert, maven or guru.

Don’t Promise What You Can’t Deliver
I’m more likely to work with you for your solid skills, rather than your appearance of grandiosity.

Don’t Gloat
In the ever-changing online world, not many people stay on top for long. I’d rather work with someone who works twice as hard to achieve the same result as the guy who works half as hard, because the guy who works twice as hard is more likely to adapt twice as fast to changes.

Don’t Guilt
If your oldschool-style sales copy is still inviting my guilt for not buying into your offer, you’re only driving the nail into your own coffin.

Don’t Rush
I’m not in a rush, you don’t need to be either. If I have a need and I think you can satisfy my need, I’ll engage with you as long as necessary to ensure the need is met thoroughly. Rushing me only shows you care more about the immediate sale than the long-term relationship, which works against you.

Don’t Waste My Time
I’ll tell you what I need, you tell me what you can do for me. If it’s a beneficial relationship it’ll flourish, if it’s not the right fit, let’s move-on.

As was stated in the first paragraph, marketing is a process; a process which can and should reflect your values. Anyone who tries to convince you otherwise in order to be different, stand out, and make sales should be avoided. Want to be different? Try being real! And remember, a little common sense goes a long way!