The rules of search engine optimization are always changing, and at RoryMartin.com we keep on top of those changes, for your benefit. Recently, Google’s head of search spam, Matt Cutts, made a comment about how the search engine will soon be penalizing sites which go overboard on their SEO. Some typical ways of improving rankings will now be responsible for pushing your site off the front page; maybe it won’t even appear at all.
Previously, search engines have assumed that a website or blog post which mentions certain words, over and over, will be relevant to that word, which seems logical. However, some SEO practices repeat certain words more than necessary, to the point where the website content becomes useless, but ranks highly. We are assured that keywords are still important, but optimization tricks such as duplicating content and writing repetitive post and page titles will be no-go. Primarily, the search engine will be looking for signs of life.
We’ve compiled a few tricks of our own to help your website and social media strategies stay afloat as the changes roll out.
To begin with, try to consolidate any duplicated content. For instance, if you have one page on ‘Decorative Lights’ and one page on ‘Fairy Lights’ with similar general product descriptions, this could work against you.
Too many links in your website could become a problem as well. It can be difficult to know where to draw the line, especially if you sell a main product and accessories – you will need a thoroughly linked website – but a footer full of arbitrary links is a distraction for the user and a point against you from Google.
Even too many links into your website can now affect you negatively, although this is mainly a problem if they come in from penalised websites. Instead of arranging linkshares with websites, try to cultivate a social media presence; Facebook, Twitter and LinkedIn links are all being integrated into Google search algorithms and are seen as more trustworthy – social media is all about people sharing useful links rather than bots spamming keywords, after all!
We want to help you improve your search engine optimization strategy, so if you’ve noticed a drop in your traffic, or if you’re just starting out with your website, get in touch and let us give you the advantage of our expertise.