Like all practices in life, SEO has matured and adapted throughout time. Post Google’s Panda and Penguin update, SEO has become its own digital marketing channel that now needs a team in order to fully implement SEO practices. These SEO practices are meant to better reach and engage audiences and with SEO’s facelift these practices have turned a new leaf.
Keyword targeting used to be about targeting a very specific set of keywords based on high search volume, but now targeting a wider range of keywords is most important. SEO focuses on target and data from PPC conversion. Before the SEO facelift, site design didn’t impact SEO, now it’s crucial for sites to be fast, responsive, mobile, and optimized with title tags.
On-site content writing should be written in a natural way targeted towards humans instead of search engines while focusing on your target audiences. This practice will help optimize your site. Keyword overuse on your site will be flagged as spam by crawlers. Adding diverse content to your site is a great way to engage your audience. This diverse content can be Videos, Infographics, Memes, Slideshare presentations, and more.
Before the Panda and Penguin Google updates, title tags and keywords didn’t have to be compelling and complex in structure so long as they had specific words, they were good to go. Now, titles and meta-descriptions need to be intriguing and also double as an ad which will help “sell” your content.
Adding “The Rel:” authorship tag is crucial for content writers on the web. Google ‘notices’ this code and what it simply does is verifies that you are the writer. It also adds your image onto Google searches. Follow this link for directions on adding the “Rel” code onto your page.
Link building and off page optimization
Outsourcing content writing is a good way to keep writing costs low when you’re in a pinch but remember it also brings in low quality articles for your sites. Focus on writing professional and creative content. Follow up by promoting your content through social media and target valid quality sites by social bookmarking. Remember, quality over quantity. Previously, SEO anchor text link building included exact matches on anchor texts that did achieve great ranking. Now, link diversity should have branded anchor text including keywords. Lastly, avoid the “click here” anchor text.
Your SEO is very important to the success of your company. Search engines look for social signals to determine your brand domains. These social signals can come from your employees on LinkedIn to reviews on Yelp! or Google. This also goes for guest blogging – it is important for the blogs to be real and written by others who have a valid online social presence. Include legitimate links and engage your audience.
Most companies and brands are stored in directories online. It is important to make sure your information is correct and up-to-date on these directories. Press Releases have also been affected by Google’s Penguin and Panda updates. Press Releases’ back-links don’t make a difference and Google only likes press releases that are original and newsworthy with a hint of creativity.
Interacting with your readers and followers via blog comments have no impact on your rankings as they once did. Automated blog comment software, or bots, do not help or hinder your rankings. Organic comments will help build relationship and gain direct traffic so replying is crucial. This also goes with your social media presence. Familiarize yourself with Facebook, LinkedIn, Twitter, Google+, and Pinterest as they are the social media platform leaders and are important for SEO.
The definition of SEO has been updated since its earlier years, according to AJ Kohn “SEO is a multidisciplinary activity that seeks to generate productive, organic traffic from search engines via technically sound and connected sites by matching query intent with relevance and value.” SEO Teams are growing with more role specific teammates. SEO teams now include local and international specialists, video editors, Infographic designers, and more. These positions will help with the process of ranking on Google through SEO.
Changes in Google algorithms are affecting older practices of SEO. SEO teams are growing in practice as demand for variety in content and design grows. As the old saying goes, ‘if something isn’t working for you, change it.’ Keep the aforementioned guidelines in mind while created SEO friendly content for your online presence.