It is no mystery to why Google wants to exterminate the SEO companies. For those who do not know the way it works, here you go. Google gets money per click on their PPC campaigns and sponsored listings. Google do not get money from organic search rankings. Organic search rankings are the places on the pages which are not sponsored just generally ranking on the page. SEO is created to enhance a company’s organic search results.
In order to achieve better organic rankings internet marketers implement a variety of tactics to ‘manipulate search rankings’ this is known as optimizing a web page. Titles, Meta tags and content are all shaped towards certain keywords.
For example, your company is selling ‘personalized t-shirts’ and this is one of your selected keywords. Your titles will then incorporate personalized t shirts and your other keywords consistently as will your content. This means the Google algorithms will “crawl” your page and see that it has relevant content to the keyword and then raise your page. This is known as “on page optimization” optimizing your website, however, this is not mind boggling and every other site will do the same. Google can penalize over usage of keywords and consider it as spamming; therefore moderation is crucial, perhaps one or two hyperlinks on each content page are necessary. Now your page is optimized and everyone else has done the same, what next? … Back links.
Obviously, Google does not want SEO to sustain its power as it is giving more power to the organic searches. In retaliation to the growth of SEO the Penguin and Panda algorithms have been introduced. Google is a monopoly out of control dominating up to 90% of all the search engine market; they are constantly becoming more aggressive with their remarketing tactics.
How they have tried to eliminate SEO
These algorithms are in place to eliminate two different aspects of SEO, but have the same purpose, to lessen SEO’s effectiveness. Here is what they are:
Penguin Update – enforced to eliminate black hat SEO techniques such as keyword stuffing, duplicated content, excessive back links and paid for links.
Solution – Sites need to have less links and higher quality links. Moderation of keywords, you just need a couple per page in keeping with the title. Your site should have less paid for links, whilst you can pay for text links, keep this in moderation and keep it on respectable relevant sites. For example, don’t get a link on an estate agents site when trying to promote your t shirts.
Panda Update – Lowers the ranking of sites that are thin on content or full of low quality content.
Solution – Create high quality content consistently. Google want to make the internet a better place by encouraging high quality content consistently. In order to achieve this you will have to do your research and introduce new topics to the world. Create a blog on your site where you consistently give tips and ideas about your niche. Remember to include those keywords and hyperlink those keywords to other pages on your site.
It is a new era of web technology, focus on user experience. Attempt to keep a user on your site for a long duration and keep the bounce rate low. Make your website attractive and cutting edge, incorporating all the social media available. Achieve this with plugins just connect social media to your site and when you do make sure you update attractive, original content to your social media pages.
It has been known for companies to get completely swiped off the search results due to not complying with penguin’s and panda’s rules. However, this was introduced with no prior warning and resulted in destruction of many businesses.
How to Rank your Page
Back links are the amount of links linked to your site from another site. You can achieve more links in numerous ways:
Reciprocal linking – This is where you and a site will both link to each other.
Paid Links – You can contact relevant companies and request to post a link for a set fee.
General link posting – scour the internet for sites which openly accept links, such as directories, however the link juice from these sites is not very effective.
Guest posting – Guest posting is contacting blogs and offering posts such as this one for free and they then post it on their site. In return, you need to request a link or two in your author bio, highlighting your keywords. This will then give you direct link juice from that site. Ensure you check the site is relevant to your site and that they have at least a Google PR 2.
Ranking a keyword
In order to understand how you can rank a keyword, use Google’s keywords tool. That will show you how many people search a particular word, you can then target that keyword for your company. You then anchor text that keyword in moderation in order to attain ranking and links. When posting that keyword do not always just lead back to your homepage, lead it back to your blog or specific product, all in relevance to that keyword. Once you have raised the rank of your home page create a site map to try and spread the link juice.
Guest posting – a new age
Due to the updates traditional forms of link building have become much less effective. The new age of link building lies in guest posting, this will mean you developing content on a regular basis, then posting it on other relevant sites. Create yourself a network of blogs and industry contacts, you then can work together to exchange assets and blogs.
Link build for your blogs, as well as your site because you need to offer these blogs in order to get other people to accept your posts. Consider it as an exchange, be ready to offer the best you got, to get the best they have. Never over use shall one blog, post a maximum 2 or 3 post then move on and get links elsewhere, otherwise Google penalize your site.
Whilst guest blogging is currently the hot topic, anything what is hot eventually becomes cold. Just as every other tactic it will get over used and exhausted in the industry. Google will then start to lower the value of guest blogging links, which will then lower the amount of guest posts. This contradicts Google’s plan of a higher quality internet, but they are prepared to do so to prevent the rise of organic search rankings. Envisage SEO as a wounded mammoth on its last legs, getting terrorized by a Panda and a Penguin, keep plucking away to resuscitate this wounded mammoth.