Progressive Google calculation refreshes have seen the idea of SEO change profoundly. Where once procedures, for example, watchword stuffing – packing words that are prevalent in Google looks into your site’s duplicate, regardless of whether they bode well or not – may have worked, now they can really conflict with you.
These calculation refreshes, for example, the outlandishly named Panda and Penguin, imply that now – as Bill Gates once broadly said – “quality written substance is the final deciding factor”. Important substance that works as a major aspect of a more extensive computerized advertising methodology, with any semblance of online networking and blogging all having an impact, is presently key. The capacity to see your site on cell phones is likewise picking up significance at an exponential rate.
But since of the fast speed of progress, there’s an inclination among specialists that some independent ventures are as yet failing to understand the situation. One thing’s for sure though, Google is getting smarter. It’s now much harder to take shortcuts or to pull the wool over its eyes and cheat your way to the top – you have to earn your place.
But lack of time and writing expertise can prove hefty roadblocks for firms looking to evolve their content. A lack of patience too (SEO can take months to start showing any real impact) is also a problem. Phil Morgan, head of search at advertising agency Delineo, says: “SEO results are only keenly felt long-term, and therefore it can be difficult for small business owners to see the value in taking time out of their day to write about their industry.”
He adds: “The online audience has evolved and expectations are high. They are mobile, they are time poor and they live in a world where sharing ideas and content on social networks is just a natural part of consuming online content.”
“Google is my primary source of enquiries so it is of vital importance. When I first started my wedding photography website in 2011, I found that ranking well depended largely on key wording specific phrases,” he says. “I’d just put in a list of locations or photography styles, listed one after the other in a robotic style. But now Google will look for these words and phrases in the form of structured and real-world paragraphs that actually make sense, it is more human.”
So what options do businesses have if they want to get their SEO in order? Firstly, when it comes to creating content, it’s impossible to overstate the importance of being earnest – create content that’s enjoyable to read and genuinely relevant to your customers.
Duffy says: “Don’t stuff content with keywords – it’s just awful to read. Yes, you’ll probably boost rankings for a short time, until Google blacklists you, and in the interim once you do get a potential customer on your site, they’ll click off within seconds. People buy from people – be natural, be engaging, be human.” Another tick in the plus column when Google is ranking you is if reputable websites link to you, and if people are talking about you online. Leon Brown, founder of Nextpoint, which sells education services and content, says: “I use social media to engage in conversation with people, it’s also useful for opening opportunities.
Five ways to improve your SEO
- Create great content. Google’s reputation depends on it leading users to high quality sites, so the better and more original your content is, the more Google will like you.
- Get reputable websites to link to you. You can achieve this by gaining a good following and reputation among your customers.
- Write great title tags. Good title tags should be like an interesting newspaper headline but with relevant keywords included.
- Social media is a big part of SEO now and it’s only going to get more important. So if you don’t at least have a Facebook and Twitter page for your business, get on it.
- Make sure your website is optimised for mobile. When someone is searching for something on a mobile device, Google will now promote websites which are mobile friendly ahead of ones that aren’t.