SEO best practices are constantly changing. It’s easy to get stuck in your ways in a successful environment, but be warned – this success might not be sustainable in the long-term.
Luckily understanding the ever-changing SEO landscape isn’t as difficult as it sounds. If you get started now, the easier it will be to continually adapt to Google’s next update.
SEO mindset
Past – Previously the focus was on gaining top rankings for specific keywords. Some thought that getting and keeping the number one spot was more important than the process of getting there.
Present – Now us marketers need to focus on the overall reputation of the brand, how the company interacts with its customers and the quality of the product or service. This will then naturally improve your rankings through links and shares.
Keywords
Past – Marketers would simply focus on one major keyword to rank for.
Present – Now we focus on what someone is typing into a search engine. This could range from one or two words to whole phrases. Remember: don’t forget the long tails!
Approaching content
Past – Content wasn’t always written specifically for readers – it was written to rank highly on search engines. The focus was on the appropriate keywords and their usage rather than readability.
Present – Google’s Panda algorithm encouraged marketers to think about the reader first. Content now should focus on engaging the audience.
Link building best practice
Past – Even though white hat rules should have been followed, they weren’t 100% of the time. Keyword link spamming on forums and other websites used to be the norm on many link building projects.
Present – Links now need to be earned. Building positive relationships with strong, authoritative websites is the aim of the game. Black hat techniques are no longer used as every new search engine update finds a way to punish those who use them.
Attitude towards social media
Past- Previously, social media did not have an effect on search engine rankings.
Present – Although social media isn’t a direct ranking factor for Google, the opportunity to gain visibility and connect with your audience makes it hard to ignore.
Read and comment on the original Inc. article.