Search Engine Optimization (SEO) can be the difference between page one or page 20 of search engine results. With the constant evolution of Google, maintaining optimized web content can seem like an impossible task, but a sound strategy can simplify the process and encourage success. This list of five tips for SEO professionals offers hints and strategies for fully optimizing your web content.
Google is constantly changing. Algorithm updates alter the way search engine rankings are created. These updates, such as Penguin and Panda, focus on penalizing webpages for using tactics such as keyword stuffing, excessive linking, and duplicate content. Each update has influenced SEO tactics in one form or another, so it is important to be aware of how the newest Google algorithm can affect content optimization. While Google does not directly release the secret algorithms, the company does provide a general idea of what each update affects.
The Google algorithms tend to focus on eliminating bad content, so the easiest way to stay on top of the latest developments is to provide well-written content that does not stuff keywords, copy existing content, or use other obvious and manipulative SEO tactics. When Google releases a new search algorithm, you should carefully peruse the details for hints about the newest standards.
Appropriate Keyword Selection
With so many websites available on any given topic, it can be difficult to find keywords that are popular without being too generic. However, finding those magic keywords and phrases is exactly what you need to do.
Find the word that best describes the business. For example, an online music store could be described by the word “music,” but that particular keyword is very generic. A phrase such as “vintage records” or “electronic audio equipment” would be more appropriate, depending on the nature of the business. Once the keyword or phrase is selected, tools like Google Trends and the free keyword tool from Google Adwords can provide information about how frequently those search terms are used.
Keywords in Headlines
Search engines do prioritize text within web content, and headlines are deemed to be more important than the surrounding text. Using keywords and secondary keywords in headlines will further improve search engine ranking.
This is one of the easiest SEO techniques to integrate. Simply place the keywords appropriately within h1, h2, h3, and other headlines. This placement should be organic because artificially stuffing headlines with keywords may negatively impact search engine ranking.
Aged content and broken links will cause a webpage to swiftly sink in search engine results. Maintaining current content that is relevant might seem like a hassle, but it is one of the best ways to keep content afloat in search results. This does not mean that the whole webpage needs to be completely revamped at every opportunity, but the meat of the content needs to be kept current.
You need to update content regularly and check links within the content. If a link is broken or extremely outdated, it should be removed or replaced. You should avoid duplicating the old content or copying large portions of existing content because duplicate content is heavily penalized by Google. If you have trouble developing new material, consider attaching a blog to the webpage. A blog provides a bit more freedom when it comes to producing related content, but you can still integrate important keywords and phrases.
Engage in Social Media SEO
Social media mastery can make or break a business’s web presence. Utilizing the ever-important keywords and phrases in social media content, along with the name of the business, can help strengthen the association between the keywords and the business. As a result, search engine ranking improves thanks to smart social media updates.
You should establish social media accounts on as many networks as possible. Twitter updates are quickly registered with Google searches, but Facebook profiles are attractive to a large audience. Additionally, a Google+ business profile can be very helpful in Google rankings. Every account should bear the business’s name, and every post should bear at least one keyword or phrase.
With the help of the tips listed above, you can successfully optimize content without sacrificing quality. These tips are likely to remain relevant, but Google is constantly developing new ways to weed out certain SEO tactics. Overall, a little strategy will go a long way.
This is a continuation of a blog post I wrote early for Atomic Interactive,”3 Tips for SEO Superpowers“.