Google’s desire to produce a better search engine has resulted in two of the major modification of its algorithms which has made most businesses and even self acclaimed SEO experts to start rethinking their SEO strategy. First Panda and then Penguin updates and everything went a wire.
The panda update was introduced in 2011 to address issues of “low quality” or “thin” website. This applied more particularly in terms of contents. Website with low contents or low quality that use to rank high for certain keywords were affected and the penguin update seeks to decrease ranking for websites which has used black-hat search engine optimization strategy like engaging in link schemes, link farms, duplicate contents and cloaking amongst others to gain high ranking for their websites.
These recent updates, amongst others which Google has said it will continue to roll out, have made many businesses understand that online businesses will only benefit on the long run from having a proper online marketing strategy.
Looking at websites that has been hit like “Interflora” and still unconfirmed “marketleaderseo” (from my observation though I was not surprised), it makes sense to have a proper strategy in place. Marketleaderseo used to rank #1 for the phrase “SEO Companies” but suddenly disappeared from the SERP of Google.
So if you want to rank high on Google SERP page and not lose your sleep, you can follow these 3 basic SEO Strategy that we use at VTNS Solutions:
People will turn to major or their local search engines because they want information. Therefore to achieve any result, the fundamental of your SEO Strategy must be based on “User intent”. The way and the phrases your user uses when searches for your business is done is key to the success of your campaign. This is where a proper Keyword research is very important. The key here is to look for words and phrases that will drive enough visitors to your website so that you can then convert these users. Use Google Trends and Google Insight to understand how people are searching for you and then use it to create a basis for your keyword research. There are various Keyword Research tools available. Most of these are paid but you can use the best free Keyword Research tool available ever; Google Keyword Tool.
The main reason why a website exists is to produce information to people wherever and whenever they are. Picture you walking into a bookstore and searching for books on romance. Suddenly, you see a book whose author you don’t know but you love the headline and you love the presentation. Whoa! You think. These could make a good read. You pick it up, flip open the cover and suddenly you find yourself starring at pages with no content, little content or contents not particularly relevant to the subject you were interested in. How would you feel? Same way your users and Google feels when they visit your site and find content bearing those characteristic.
Google carried out a research based on how long a user stay on a website and discovered that websites with relevant pages get more attention than those with lean content and that’s why the panda update came into being.
A good SEO marketing strategy must focus on content production. You must produce unique and quality content in various forms. By unique, its means it should be in your own voice and by quality- it means it must be have been thoroughly researched and accurate. Don’t just rush to write, take time to be informed about your subject matter. Producing great content simply means being knowledgeable enough about the topic to talk about it. You could produce content via blogging (easiest and ever-living, will exist for a long time so emphasis should be on it), video, Infographic, PowerPoint presentation etc.
As a small business using content as a marketing strategy, you might be tempted to hire a copywriter to write for you but remember no one knows your customer and business like you do. Always make an input into the writeup. Dont write for search engines. rather, write to educate and entertain your readers.
Yes, links and more links. Link building is a most relevant variable in how Google calculates the ranking of any website and it is used to determine how a website will rank on its result page. As the basis of its algorithms, links disappear in any foreseeable future. In the pre penguin era, you could buy your way through to the top of any search engine by getting links from any source anyhow but in a post penguin era, your links must be made of quality and must be relevant for it to count. Quality, Quantity and Relevancy is the watch word here. Link Building is a time consuming job and sometimes it makes sense for any business to outsource to a link building expert.
Either you choose to outsource your search optimization or prefer to use an in-house approach, results are seen when the fundamentals SEO strategies are followed. You are optimizing for your clients because you want to make it easy for them to find you, therefore how- what phrases or terminology they use in finding you, when- when they find you do you have the relevant content and information to build their trust and loyalty and where- how are you linked, where you are found is very important.