Recent updates from Google have shown that the internet search giant has declared war on the SEO world. The changes have suggested that Google wants to make sure that sites with unnecessary SEO do not outrank the sites with quality content.
Whilst the SEO geeks among us have no problems, understanding this may be an issue for some. So here are some brief, but top tips and tricks to creating good quality, clickable, shareable, and interesting and most importantly ways to help you rank better in the SERPs.
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Optimizing: The White Hat Way
A quick update on what the Google optimization war is about firstly, for those who are in the fog. If your website has decent content and is worded so it does not contain exact search terms, in many cases you are going to be ok. What Google is penalising sites for is against over-optimization, a webpage written for purely the sake of including your key search phrases, and contextual links added in, images that are so full of keywords that it does not even make sense and you get the picture…..
At the end of the day, this is no actual shift or change in Google’s original policy, as they have always been in support of providing users with good-quality content over people artificially injecting their sites to help sway the search engines in their favour. This is though the first time that has actually voiced their concerns about actually penalising the sites that have over optimized their sites in terms of SEO. So what else is there to do to help us with these changes?
Do What You Know Best
In terms of your actual website content there are two focal reasons as to why you should just stick to what you know best. The first case is that if you’re writing the content yourself, you are still in control, and ultimately you know what you can include from your personal knowledge within the industry and give your own specialist opinions.
The second point and probably most important is in line with Google’s freshness update, keeping topics within your business relevant without forcing keywords into the content. Bear in mind that genuine relevance is so much more important that the artificial injection of keywords, by over optimising pages with different sets of key search phrases. Google understands this and will benefit you for it in the long run.
Content is King
People within the SEO industry must be sick of hearing this but content is king and if that was the case links are the queen (but that’s another topic altogether!). In general terms web users are put off by content that is “too salesy”, especially on a blog that’s supposed to be entertaining, interesting and above all provide users with value. So here are some different ways in providing useful content marketing for readers:
- A blog post with a list and set of actions is always good, which you can use short and sharp points for the users to quickly read and engage.
- How to guides are very popular, so if you have any insightful tips to share, go and share it with your industry (Top tip is to try and add contextual links to deeper pages without making it seem to salesy).
- Thoughts and opinionated pieces, so if something is happening within your industry is causing quite a stir, try to throw a good spin on it and be a thought leader rather than a follower. Then ask your audience for their thoughts to get some user generated content in there too!
Just Go With the Waves
If you do find yourself not being able to sleep at night because of the constant Google algorithmic updates, well to be honest it’s a bit too late now. Simply because Google makes over hundreds of tweaks and changes to their algorithm every year – so that’s probably a couple changes a day the Search industry always has to adapt.
If Google gives you lemons instead of oranges, make lemon juice instead of orange juice, constantly revise and look into your SEO strategy and be on top of it so you know that you are getting the very best results for your market as possible.
When working in house/agency as marketers, we have to stress this point out more than ever that your content within the pages must be top quality as to attract the search spiders and users. And then use what we know in SEO to rank better, and whatever changes Google makes you know that it is there for the users and not for Google.