Search Engine algorithms change on a constant basis. As new updates pop up, many companies and SEOs fear that their usual SEO (Search Engine) optimization tactics will be undermined or even penalised. While this is a legitimate concern for companies who focus on physical tweaking rather than a link building strategy, there are a number of things that can be done as a way to make sure that your brand stays at the top of the results pages, and luckily none of them can be influenced by unsuspected algorithm changes. Here are a few SEO basics that all companies can implement in order to stay visible in today’s online world.
Educate and inform
In order to attract the millions of online users scouring the net for information, your brand will need to produce information. And while all manner of great content can be equally as effective, studies have shown that the majority of people still rely on search engines when researching and seeking helpful information. This is why it is a good tactic to be a valuable resource to your visitors where they can receive helpful tips, guidance and information. Great information will keep your visitors on your site for longer and will encourage them to share with others. Important: Don’t just sell here, be a resource that Google can recognise as such.
Build the site for people
One of the worst experiences from a user’s perspective is arriving on a site that seems as if it has been optimised to only cater to flashing advertisements and some keywords. Your website should always be built and designed with human beings not money or search engines in mind. A great user experience will make your visitors want to stay longer and share your content, which is much more desirable than a site that generates traffic because it is super optimised, but then suffers from high bounce rates.
Avoid dubious SEO tactics
Don’t spam, keyword stuff, buy links, cookie stuff, create fake profiles, buy links or any other dodgy SEO tactics. These dishonest tricks will not only damage your brand, but could even see your website removed from the Google index. Part of doing well in SEO means not doing the bad stuff.
Get links the right way
Instead of resorting to the shady tactics mentioned above, invest time and effort into creating a well rounded content marketing strategy. Create link-worthy material, guest blog and share your content trough email and social media. This is the honest way to make sure that your branded content spreads across the web, while generating leads as people link to and post about your great, informative and original content.
This is one of those innocent SEO tactics that is often abused by sneaky SEOs looking for a fast track way to the top of the SERPs. Using the right keywords and phrases is a logical and necessary part of ensuring that people find your site when they search for you. Include it in the page title, description and throughout the copy a few times. You can also include it in the image name if it’s relevant, as well as the alt tag attribute.