Looking to improve the potential of your website? A solid SEO campaign can make or break a business success in the online realm, so it’s good that you’re paying attention. What you may not know, however, is just how much bad information exists out there in the wild. Even good information can quickly become harmful after a few years of Google updates—so before you jump into the SEO pit, make sure you know what ‘good SEO’ currently looks like.
At the core of any worthwhile
SEO endeavor lay good backlinks—everyone who cares even the slightest bit about optimizing their site for search engines knows this. But what many fail to realize is just how much the definition of ‘good backlinks’ has changed over the years. Once upon a time, any backlink could be considered a good backlink. Then, Google and its peers began to tighten the rules, slapping down link wheels and other bad behavior.
In the current state of the search engine industry, it can be quite difficult to artificially produce backlinks worth having. It’s increasingly improbable for an amateur to be able to push a site to the top of a competitive keyword’s searches for this reason.
Continuing on the matter of backlinks, the preferred anchor text has greatly changed in recent years, too. Whereas for a very long time, your ideal backlinks used the phrase you were looking to rank for as the text, modern anchor profiles must endeavor to look more natural. That means backlinks that say ‘click here’ or even naked URLs with no anchor text at all. When you do use more appropriate anchor text, you need to diversify, using tangential and similar phrasing at least as often as you use your target phrase.
Bots have become increasingly capable of discerning good, human-readable content from the bad, which is reason enough to improve your content quality from the start—Google isn’t going to rank your word salad mishmash of keywords at the top of its results anymore. And of course, well-written content allows your SEO to do far more for you, as well; if someone clicks through and sees incoherent nonsense, or reads a paragraph and can barely make it through the amateurish writing, your odds of seeing any profit from your investment plummet. Internet goers simply aren’t that naïve anymore. Good content also helps with…
Getting your content shared within interested communities does massive good for your business, from a pure marketing perspective, an SEO perspective, a branding perspective, etc. If you’re writing content worth reading independent of its value in selling products, you’re going to greatly enhance the efficacy of any SEO you use to get eyes on that content. If you start applying inbound marketing principals to your site and content alongside a strong SEO campaign, you’re going to see a massive ROI down the line.
Remember how we talked about bad backlinks earlier? When you associate with a bad crowd, search engines don’t want to put you in their results. That means making sure you’re not getting flooded with bad backlinks from unwanted sources, that you’re not linking out to enterprises that leverage black hat methodologies, etc. It might sound counter-intuitive, but you basically need to work hard to cultivate a ‘natural’ backlink profile—especially if you have competitors willing to utilize negative SEO against you.
SEO can get people to your site, but are you directing them to landing pages capable of converting them into customers? Think carefully about what interests people arriving to your site from various keyword phrases will have and hold dear, and develop specific landing pages to better target them on a more personal level. One size fits all never, ever works in marketing, so don’t put together a top notch SEO campaign then hang it all on a generic frame.
Nothing in internet marketing exists in a vacuum. SEO, PPC, social campaigns, inbound marketing, they all come together in a single messy, complicated pile of impressions, traffic, branding, and interests. Take advantage of this to develop multi-layered strategies taking the various disparate aspects of your marketing engine into account, and your SEO will naturally become far more potent in its effects.
Don’t rest on your laurels with your SEO efforts; they’ll deteriorate over time if you simply let your internet presence stagnate. Take the time to add new content to your site, freshen up your backlinks and outbound links, make sure nothing you have up is dated or based on information that no longer holds true for good SEO. Which brings us to…
Good SEO means paying attention to the big changes that come down every few years. Countless sites have crumbled away in the face of a single Google update, because their owners failed to see the changes coming and adapt to the new normal in time. You don’t want to find yourself playing catch-up after you lose your ranking, you want to stay on top no matter what happens around you.
A final reminder, one that should help you discover new potential profits on a regular basis: when you’re getting people coming in from an unfamiliar source, or for weird keywords, figure out why. Even a small trickle can indicate the potential for something much bigger, if you take the time to chase it to the end.