15 Apr Building a Sustainable Search Engine Optimization Campaign
The key to good search engine rankings is to make sure that you are building a sustainable search engine optimization campaign. Too often, novices try to improve search engine rankings by using methods that are not proven or could potentially be damaging to your search engine campaign.
Fast, Questionable Strategies Aren’t Worth the Risk
A quick search online will bring up a number of SEO “gurus” who claim to have the most effective strategies for search engine optimization. Many times these strategies and tips are based on short-term methods, in order to achieve fast rankings. These types of strategies could be considered loopholes or shortcuts, and they will almost always result in an eventual drop in rankings.
Remember, that if you want to improve search engine rankings, then you need to be focusing on the things that are working today, not strategies that have been used in the past. The search engines are always changing, which means that optimization techniques need to change as well.
For example, link building was an effective SEO technique for quite some time, and people were blasting their websites with a large amount of low-quality links. These techniques used automated tools to post links in places like blog posts, blog comments, forums, and social media websites. At the time, the links were a very effective way to improve search engine rankings, especially when the keyword placements were used correctly in the anchor text of each of those links.
But, eventually Google figured out how to improve search rankings to achieve more natural results, which caused these linking strategies to become obsolete. If you tried to implement one of these low-quality linking campaigns on your website today, it would probably result in fast action by the search engines in a way that you weren’t expecting: deindexing and/or a decrease in search engine rankings.
Share Content for the Readers, Not the Search Engines
As you are publishing content on your website, social media accounts, and any other location online, one of the most effective SEO techniques is to make sure that the content is written for the readers. Sometimes, website owners will structure the content in a way so that they can include more keyword placements for the search engines to find, but this type of content is not as effective as high quality content that offers value to the reader.
The ultimate goal of Google is to make sure the person is receiving high quality information related to their search. So, if a person is looking for information or answers to a specific question, it is more likely that your website will rank well in the search engines if you provide the information that they are looking for.
Always, always keep your customers in the forefront of your mind, and the search engines will naturally rank your content because people will be engaging with your website more effectively.
Focus on Brand Reputation
One of the effective SEO techniques that should not be overlooked is making sure that you are putting your focus on building the reputation for your brand. Most of the search engines want to make sure they are showing trusted websites in their search results, so your website is more likely to come up in the results if you are building brand awareness online. It isn’t common to think about search engine optimization in terms of reputation management, but the truth is that these two factors go hand in hand.
When you are building a solid reputation for your company, then your website will become more trusted by the customers and the search engines. Additionally, the process of building a good reputation online helps you to develop more online real estate which could potentially be ranked in the search engines. Publishing high quality content online helps to shape the brand of your company, and improve your search engine results at the same time.
Reputation management techniques might include things such as social media publishing and interaction with your customers, press releases, content marketing, and on-site optimization. Be sure that you don’t focus on one item too much, because your search engine optimization strategies should focus on a variety of methods to add value to your readers and improve their experience with your content.