The recent updates in the search algorithm of Google may have
seemed too drastic if not totally devastating for many online
businesses. Most of the techniques and rules that worked so well for the
past many years were suddenly thrown out of the window.
Algorithm updates
The
businesses that survived the cleansing proved to be not necessarily the
strongest or the biggest (majority are actually small businesses).
Aside from being prepared to cope to change and capable of adjusting,
these resilient businesses turned out to be the businesses that have
high quality contents in their websites. These contents are not only
appealing and useful to human visitors but also turned out to be the
type of contents being sought after by the algorithm updates.
Google
algorithms have become smarter and discerning to some great degree.
Although still a far cry from human intellect, the new sets of
algorithms were tailored to mimic human preferences. The updates have
resulted in the elimination of junk results from the first page of
Google SERP. The previously high-ranking but deceptive websites were
penalized, relegating them into internet obscurity.
Optimization techniques
On-site
search engine and marketing techniques have become as important as
off-site marketing techniques. The former algorithms have resulted to
keyword stuffing, back linking abuses, and even the so-called Google
bombing pranks.
Applying the old algorithms, it is relatively easy to
make website rank very high given specific keywords. It is just a matter
of using these keywords as anchor texts in off-site articles. The
anchor texts served as the back links that were counted as votes in
favor of the website being promoted.
Both the Penguin and Panda
updates sought to eliminate keyword stuffing and link farming, which
formerly resulted to many junks search results. The updates forced web
masters and SEO experts to change their strategies. Many of the old
techniques still work if they are used in moderation. For example, using
anchor texts is still essential but they should not be used to
over-optimize a website for a specific targeted keyword.
Keyword roles
The
keyword placement and density are still important but they should be
relevant to the overall semantics of a website's text content. On-site
marketing or SEO strategies must be contextual and not anymore reliant
on baiting robot crawlers with meta-tags and other hidden tags. The
navigation structure of a website must also be tailored in such a way
that it is easy to use not only for robots but more importantly for
visitors and would-be customers.
Content quality
As
the old internet marketing adage goes, "content is king". The volume of
visitors might be determined by external or off-site marketing but the
actual conversion rate will be determined by the content of the website.
If it is truly interesting and useful to visitors, many of them are
likely to be converted into paying subscribers or customers.
Article Source:
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