Google has been updating its algorithm frequently, which has made it even more important for webmasters to stringently follow the ethical ways of SEO. The recent Penguin 2.1 has hit a significant number of websites. While webmasters are looking for best practices on Google, Matt Cutts has come up with a helpful webmaster video asking SEOs to focus on more than just ranking in search results.
The video is an answer to:
“Since Google has been actively updating its search results, it is hard for people to trust Google anymore. Should one start focusing on getting leads from social media other than search engine results”?
Google has always been actively working updating search results and will be working on improving its algorithms and search results. SEO is all about change and according to Matt Cutts there's going to be more change coming.
He said that Google had started bringing out change in the algorithm in the beginning of summer 2013 and by the end of summer 2013 it's going to be even harder to spam Google and rank on Google if you are using black hat tools and techniques. Google is always going to be updating and trying to change things to make things better and always trying to elevate the way that we rank our search algorithm. The goal is always the same "to return the best & highest quality set of search results".
Cutts suggested that instead of trying to figure out reverse engineering algorithm and trying to find all the different ways to rank higher and take shortcuts, make a fantastic site that is really compelling so that people are coming back to it. This will put you on the same side as Google.
Other part of the question was getting leads from social media and Matt Cutts is all for having eggs in different baskets because if your website goes down, then you can always have back-up mode of business. You can use from print media advertising to billboards to Twitter to Facebook. You should have a very well-rounded portfolio ways to get leads because you can't count on any one channel always working in a perfect way.
As long as you have great content, you should do well on Google. But if people are spamming or you hired a bad SEO, it can meet unpredictable results. Cutts guaranteed that Google is going to keep trying to work on making better search results. Even if you are a black hat, there's always going to be some level of having to adapt to evolve as a part of the process. That's a natural way of things. But, you can minimize that if you are trying to make that you get the best possible set of search results and the highest quality content for users.Matt Cutts Wants Webmasters to Focus on More than Just Ranking in Search Results!,