Search engine optimization is constantly changing, and those who don’t keep up will find themselves left behind. In short, the formulas I used to successfully employ for my clients to improve their search engine ranking no longer work and could even be detrimental.
The heart of the matter involves Google’s continuing attempt to avoid artificial links by updating its ranking algorithm. So now, where I used to send out online press releases to help generate a plethora of inbound links, these links are now looked at with disfavor by Google. In fact, any links which you can control can be counted against you as an attempt to manipulate the search engine.
So what’s an SEO specialist to do? There are three changes in strategy I recommend …
First, create the opportunity for real links by drafting valuable content people would want to link to. Google will always honor original material, and one way to ensure your website creates this content on a regular basis involves running a blog. The blog should be hosted on your website in the format www.yourdomain.com/blog, and you should contribute to it daily.
Second, ramp up your social media activity. Google is moving to incorporate social media more and more in its ranking algorithm, and you need to generate regular posts on Twitter, Facebook and LinkedIn. In addition, you need to engage with other users on all the social media platforms you use.
Third, integrate your new content with interactive elements such as social sharing and follow buttons, outbound links to authoritative sources and visual images to make your content more attractive. When people get to your website, they should find it engaging and original. Google keeps tracks of things like bounce rates (visiting one page of your site, then leaving), and it incorporates those statistics into your site ranking.