Fear Not Google Changes

2012 is definitely going to be a year of note for those of us close to Google for whatever reason. In my case, I work in an industry dominated by them, and have spent the greater part of the last decade on there every day for hours and hours, figuring out stuff and using it myself. But this year, the changes they are rolling out are more drastic than any I remember seeing -or at least the most dramatic shifts happening for about 4 years or so. But as these changes boil and roll around causing panic, it should be a good thing for you as an SEO copywriter out there slinging it.

Change, especially in search, is inevitable. How you roll with it, and bounce back from dramatic shifts is what defines the type of business person you are. In SEO writing, it is the same thing: the going gets tough, and we keep on writing. Actually, in most cases it means more work, because people panic, and can't figure out the right things to do any more...they need expert help to ride it out.

SEO work is getting to be pretty complicated, so if you are a writing-focused SEO, it may be a good time to determine which way your expertise should go. Some are going to be better off going to more writing-specific gigs, while some of us like the SEO challenges, and will accept these new rules much the same way we accepted all the ones before them.  But as it gets tougher, it will pay to be focused on a specialty so you can rise above the rest of them.

If you do stay in the SEO side of things, don't give in to fear, uncertainty and doubt - FUD will cause more grief and delay than the majority of the changes that actually happen. Stick to tests, and rely on your data. Study hard, and look at the importance of the query.

So change is gonna come - oh yes it will. Bank on it, whenever possible. :)