SEO is an essential part of any marketing campaign, but as part of the Google push for quality on the web, the SEO landscape has changed. Penguin and Panda have created an online environment hostile to unnatural links, spam, and poor quality content. So these days, it’s important to have an SEO strategy in place that reflects these changes. Read on to find out how to make sure that your web presence follows the new marketing rules for SEO.
Audit your Links
If there is one thing Google really hates post Panda and Penguin is dodgy spammy links. Having these types of links can earn you penalties and negatively impact your search engine position. So a link audit is essential to identify and clear out the links that are doing you no favours. To identify bad links from good links, view the sites your links are on. Google penalises unnatural links on un-trusted sites, so if the site doesn’t look credible, appears spammy, or is of poor quality it’s not likely to be a good link. To remove bad links, you will need to send a link removal request to the host sites. If that doesn’t work, use the Google disavow tool asking Google not to count them as a link on your profile.
The backbone of an SEO marketing strategy involves research to identify the right keywords. So you will need to know which keywords already rank for your website or blog to assess demand competition. If you use high ranking keywords in competitive fields, then improving your position should involve targeting lesser known terms. It’s also important to bear in mind that search results are also becoming more localised – so if you rely on local trade as a car dealer in Hampshire, then a local keyword strategy can be very useful. A digital agency can help you identify the best keywords to use.
Writing guest posts on other people’s blogs or websites is still considered an effective way to build both links and traffic. Google recognises good quality guest post links as natural and valuable, but as of July 2013, they have warned against ‘large scale guest posting.’ The key here, then, is to limit the amount of guest posts you make and stay focused on the quality. To do this, you should make sure you target the right kinds of sites, and are able to provide well written, unique and authoritative articles. Sites for your guest posts should;
- Provide authority in your particular field
- Feature articles of good quality
- Have an engaged readership
- Be active on social media
Create Content Users Want to Share
No matter what you are talking about, the emphasis now is on providing value for the reader. So your content should be well written, unique, and of real use to the reader. Following this rule will help the search engine algorithms not only to find you, but to encourage readers to share your content, creating more valuable and natural links to help your campaign.
By Rob Rudd
Written by Rob Rudd
Rob Rudd has been working in the digital marketing arena since 2005. In that time he has seen a lot of changes in SEO practises and is always keen to keep abreast of the situation.