Machine vs. man: What really matters for SEO success - Search Engine Land

Gone are the days of low-quality ghostwriting as a means of rapidly producing new blog articles for the sake of "content freshness." Additionally, SEOs can no longer rely upon re-purposing information otherwise found online (especially without citing one's sources) as an effective and sustainable content strategy. To succeed in this new landscape, SEOs must learn how Google has changed the rules regarding content quality and authority and what steps website owners must take to ensure they're seen as trustworthy. As Director of SEO for Path Interactive, Lily Ray has spent months studying the changes and understanding the impacts the updates around authority have had on client sites. She'll be sharing her insights, as well as offering tips for surviving and thriving in this new era of search quality at SMX West in San Jose on January 30th. I asked Lily to describe what you should focus on and what really matters for SEO success in today's algorithmically-driven yet human-mediated ranking environment.