As you will know, Google has been rolling out updated versions of its menagerie at regular intervals in an effort to reduce the incidences of poor quality results in searches. Their agenda has not changed, they are just narrowing down the criteria for what makes a ‘good’ link as opposed to a ‘bad’ one. The highest quality content is number one on the list and has been since the beginning of the Panda algorithm. The relevancy and quality of linking is also very high on the list and if you have not already done so, check the links to your site. Use the disavow tool to remove harmful links (those that are poor quality, not relevant, etc) and check regularly to make sure that you are not being linked to lesser sites. It is now so important to be aware of what is on your site and where you link to that ignorance is no longer acceptable.
We always recommend that you write for people not for search engines. Be careful about using keywords and key phrases, make sure that you use different versions, for instance, if you are writing about ‘how to train a dog’, keywords and phrases could include; dog trainer, canine obedience, train your dog properly and so on. This means that you are still talking about training a dog but using different ways of describing it. Whatever you write about, make sure it is relevant and that it is interesting. It must fulfill a purpose, blurb will not do. You need your visitors to enjoy your content and to share it with others. This leads to return visits as well as an increase in new traffic, which after all, is the whole point of the exercise. By all means include links but remember that these absolutely must be relevant and of a very high quality.
So, can you future proof your site? Yes, it is possible however, you do need to follow very stringent rules such as providing high quality content, careful linking and having a well rounded strategy for promoting your site. It is essential to be natural with all aspects of SEO, anything that looks even slightly dodgy will come under scrutiny which could lead to a penalty and this could lead to disaster, as some very well known sites have already had this unpleasant experience, it is not to be recommended and can be either difficult or impossible to recover from.
Now is a good time to dust off your (possibly outdated) SEO strategy and get it ready for the new year. Make sure it’s pointed at the right goal, and make sure that goal is understood and adopted across the entire organization: Google says the user is in charge, so — yep, you guessed it — the user is in charge!
Google’s Destination Hasn’t Changed
Many content marketers are confused about what SEO actually is today among seemingly endless changes.
Yes, SEO has changed over the years, but Google has not. Google has always been interested in providing the best results for its users. Period. SEO has only “changed” because too many internet marketers have been looking for the short-term win.
According to Rand Fishkin, Google and SEO don’t change much.
The problem is, all those quick wins (from keyword stuffing to spammy link building) went against Google’s goal of delighting the user, actually making Google.com less appealing to the general public. Bad search results = users go to other search engines. And that hurts Google’s bottom line.
How has Google responded? Panda, Penguin, manual penalties… and the list goes on. As a result, marketers have now developed a healthy fear of going against the Google.
As 2014 draws to a close, even the most stubborn SEO professionals are being forced to recognize that there is no quick win. Google wants to provide the best user experience possible, and you can’t get that by cheating.
SEO Is No Longer A Department (Neither Is Link-Building)
If SEO is not already an integrated part of your overall marketing efforts, it’s time to change your perspective. SEO success depends on an ever-increasing variety of factors, ranging from the popularity of your brand online (whether or not there are links involved) and even to the online impact of your live events.
Solid SEO teams want and need the ability to influence policy and strategies “beyond SEO” — and that can include everything from web design and development to content marketing, marketing technology, social media, branding, PR, corporate marketing and more. Integrating and coordinating these areas with SEO isn’t an overreach – it’s a necessity. Click here to continue reading