With every major Google algorithm update there is something positive that you can learn.
Unfortunately, a majority of SEO strategies tend to be reactive. This means that they do what works right now and when it no longer works, they move onto something else.
While this can provide short term gains, it makes long term growth incredibly difficult.
Nothing illustrates this better than the recent Google Penguin update. A number of high profile websites tumbled down the rankings because of their link building practices.
To make matters worse, if your website was penalized because of it’s backlinks, you will need to spend the next few months trying to fix or delete those backlinks, or at least posting a different range of backlinks to offset them.
Fortunately, there is a light at the end of the tunnel – as long as you learned something from the recent algorithm update. Here are three pointers for you to focus on from now on…
1. Focus on User Relevancy
Regardless of what algorithm changes are made, the end-goal is to improve the user experience. In most cases, Google seems to attempt to do this by tweaking the algorithm to provide more relevant results (even when it backfires).
Build Relevant Backlinks
As long as you are building backlinks that users would find relevant, and which are not too heavily stuffed with keyword phrases, you should expect to see mid-to-long term benefits to your blogging campaign.
Search is an ever-evolving world in which the users are always getting smarter and search engines struggle to keep up with their demands. Anytime a backlink starts generating direct traffic, you know that the user found it relevant.
Build A Community
Building a community around your website is another great way to ensure you are always relevant. If people are sharing content on your website, you know that they find it valuable and relevant to their interests.
2. Focus on Authority
Search engines are always going to change, which means you can never guarantee long-term success by using a static SEO strategy.
If you focus on becoming an authority in your niche, you will always get relevant traffic to your website. As an added bonus, authority sites consistently get high quality links to their site without having to go out and create them.
3. Avoid Over Optimization
A final lesson that the latest update taught us was that search engines are learning that your website could be “too good to be true”.
In the past, if every backlink pointing to a particular page has the exact same anchor text (normally your primary keyword), the search engine would think that you were providing extremely relevant content.
Today, search engines algorithms are built to understand that this scenario is “too good to be true”. If your website is over-optimized, then search engines are likely to consider that as a warning and downgrade your rankings.
A similar situation is if all of your links are the same “type” of link. For example, if all your links come from link directories or forum profiles, then search engines will not give them as much weight because they look artificial.
The end-result of over optimization is that your website backlinks look unnatural. Fortunately, creating a balanced link building strategy ensures this will not be an issue.
Search engine algorithms will always change. This doesn’t mean that you should give up on SEO and move onto something else. Search engines are still a primary source of traffic for most websites.
Instead, you should focus on building a balanced SEO strategy. Not only will this help your backlink profile look more natural, but it will also give you the flexibility to make any tweaks or changes to your strategy as needed.
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