What you don't know about SEO can kill you
SEO stands for Search Engine Optimization and it's a subject matter we've looked closely into and have touched upon in most of the articles in this section. The reason for its frequent appearance is obvious - it's really that important. It is imperative that the business owner operating in this era learn as much as possible about SEO. In most cases it relates directly to the effectiveness of your website, and if you don't yet have a website, kindly fasten your seatbelt and get moving on building one immediately!
By now I hope most of you accept that ranking high on Google has a significant impact on winning new business. Little wonder then that many businesses adopt unscrupulous methods to optimize their web pages for higher search rankings, sometimes even unwittingly. Yes, even within our small but wonderfully diverse Cd'A market, there are plenty of victims of "black hat" SEO companies.
Google, on the other hand, has been continuously improving its algorithms to upgrade the search experience for all its users. Some critics think Google is close to becoming a monopoly or may claim it already is one. Contrary to opinions sounding out from anti-Google camps, I see Google as one of the good guys.
When we search for something on the Internet, we want the results to be fair and just. We want the sites that come up on top to be truly deserving of that position, and most of us assume that there are rules - checks and balances in place to maintain law and order. Google's recent rollout of Penguin 2.0 is a case in point. Instead of the usual refresh, this time around, Google has completely revamped its algorithm to minimize web spam and to reward quality sites with quality content.
Penguin's approach
According to Google, the Penguin 2.0 update will penalize websites that adopt black hat techniques to rank high on search engines. Penguin 2.0 will identify websites that purchase links, employ spam, publish bad content, create low quality backlinks, and adopt other such questionable practices. The previous Penguin updates had the same objectives but Penguin 2.0 takes this commitment further, and is much more comprehensive.
If you have built a backlinks profile that contradicts Google's guidelines, your page ranking can drop significantly. There are some key things to consider immediately. Because most of it is pretty technical, you should consult your digital marketing staff or vendor. If you don't yet have one, you can email your inquiries to me at Jacob@cdapress.com and I'd be happy to answer your questions.
Low-quality inbound links will be given less weight and can even hurt you, so you need to improve the quality of your links or face Google's wrath. Start auditing your backlinks to ensure that they are aligned to the new Google standards. Your content needs to have depth and demonstrate industry expertise. All advertorials and spam links across your website need to be eliminated.
How Penguin can help
I will write an in depth column on how your can benefit from the latest Penguin update in the near future. For now here is a brief summary.
Become an authority in your target market: Build your online authority by offering a wide variety of content. Sites that Google deem "authoritative" get ranked higher, so provide fresh content on a regular basis.
Leverage social media: Post links to your content on Google+, YouTube, LinkedIn, and other social media sites.
Avoid Keyword Misuse: Penguin 2.0 will enable Google Web crawlers to assess the anchor text being used to link to your website. Avoid using too many keywords as your anchor text. Google could misinterpret this as a black hat tactic and lower your rankings.
Earn your links: Penguin 2.0 will strictly penalize sites that buy backlinks. Create quality, authoritative content to earn links and never buy them.
SEO: Moving forward
If you're building a new website or revamping your existing one, don't wait till the site is ready before you call in an SEO expert. Your website architecture is integral to the success of SEO. Involve an SEO expert right from the planning stage to maximize benefits.
We have had requests for new website builds and redesigns from local businesses. Our proposals always include SEO implementation along with the website because we firmly believe that a website without proper and effective SEO is a waste of money for the client.
Next week, we will look deeper into SEO in 2013 and how Google's Penguin updates and other changes will urge us to adapt and keep us on our toes.
Jacob Myong is a WSI Internet Consultant with the CDA Press. He has worked in digital media for over 15 years. Email Jacob@cdapress.com or call 208-416-5173. www.cdainternetmarketing.com