This is a guest post by Matt Rawlings
The recent Google updates have changed the face of SEO forever. No longer is it all about stuffing a website full of keywords with the hope that Google ranks it higher than all the competitors. Today, since the bizarrely named Penguin and Panda updates have come in, it’s all about high quality, unique, regular and informative content that site visitors – and Google’s crawlers – actually want to read, not what’s being forced upon them.
Websites pre-Penguin used to be filled with anchor text, links and key terms with the hope that the search engines would index them all and reward them for their efforts by placing them at the top of the rankings, allowing visitors to find them more easily. Today, the focus is actually on the freshness and quality of the content itself. If an article is placed online, filled with “spammy” keywords and links to here, there and everywhere, it will be penalised accordingly, rewarding the site with a drop in the rankings and subsequently costing them traffic as well as potential sales, depending on the nature of the site of course.
This is where those working in the industry, providing their online expertise – like Vroom, an SEO company based in Dublin – have had to adjust their tactics and really earn their money. They’ve had to adopt new techniques and strategies to meet the goals set by their clients and to stay on top of their own game in the process.
Regular content doesn’t necessarily mean several pieces each day – this can get into the “spammy” bracket – but keeping the site updated with material that is truly unique, never seen before, never copied, however you want to phrase it, and that – most importantly – is relevant to your audience.
For instance, if you’re a technology website, with the aim of providing really informative articles about the latest laptops, smartphones, SEO developments, social media rumours and the ongoing battle for manufacturer supremacy between the likes of Apple and Microsoft, you should steer clear from writing about fashion because it doesn’t fit the look and feel of the site. The search engine crawlers, clever as they are becoming, will see this and penalise you if you start to go too far off topic, too regularly.
The most important thing you should remember is that it’s all about high quality content. If you haven’t got something important, interesting and relevant to say, don’t post it. You can compromise the overall quality of the site as well as your rankings, and you should take pride in the appearance of your website, especially if you’re trying to make sales. If people don’t like the look of your business, they’re less likely to do business with you.
Content is the future of SEO strategies, whether it’s in the form of blog posts on your site or guest posting campaigns to enhance your brand visibility, get it right and you’re on the road to success.
How do you handle SEO on your website? Have you noticed any radical changes in traffic levels recently that could be a result of changes at any of the big search engines? As ever, let us know your thoughts in the comments.