Search engine optimization is all about boosting the number of website visitors to a specific website by ensuring that website ranks highly on search engine results lists. (To put it simply, if your website is at the top of Google’s list, more people will click on it.) In order to get to the top of results lists, however, it takes a handful of SEO tactics.
As the Internet grows, it changes, and one of the most common changes is the way that Google ranks its indexed websites. That’s why it’s important for SEO specialists to tweak their tactics as the process evolves; what was once relevant 10 years ago may not be relevant anymore. Some examples include:
Lots of Keywords
Back in 2005, any SEO specialist would have told you that the key to achieving high rankings on Google is by using lots of keywords throughout your website. They would have chosen two or three frequently searched keywords or keyword phrases and would have incorporated them throughout all of the content on your website.
Today, however, the way people search has changed and “keyword stuffing” is no longer necessary. Instead, SEO specialists should focus on latent semantic indexing (LSI), which identifies relationships between a search term or phrase and the concept (as opposed to keywords in a page of content.
Just a few years ago, creating generalized content on a regular basis was enough to satisfy Google. These days, SEO specialists and content marketers need to leave that concept behind and turn to the creation of valuable content. Google’s search engine spiders are constantly looking for content that is one-of-a-kind, relevant, and helpful to website visitors; the more valuable your content, the more valuable your website, and the higher you’ll rank on search results lists.
While link building is still a beneficial part to any SEO strategy, the type of links that specialists seek have changed. In the past, the more links you had on your website, the more credible it was. Over time, however, Google has realized that not all links are good links to have. According to a slideshow by Rand Fishkin, non-editorial links from directories, forums, blog comments, account profiles, off-topic infographics, etc. are links that are frowned upon.
Instead, marketers should focus on “earning” editorial links like resource pages and other well-ranked websites. These links are links that other website owners have given you because of the relevancy and uniqueness of your content.
Social Media for Rankings
When social media first hit the web, it was exclusively used by individuals. It didn’t take long, however, for businesses to create their own social media profiles and start reaching out to potential customers. The general belief was that by sharing things on social media, you’ll move your website up in the search engine rankings. However, this isn’t the right concept. Instead, businesses should be sharing content that others will appreciate and enjoy, and therefore, share even more. These shares lead to brand exposure and in return, more website views.
If you’re looking for a search engine optimization consulting company that can increase your business exposure, give us a call today.