Once upon a time, search engine optimization (SEO) seemed pretty straightforward. The formula stayed the same article after article. Choose a keyword people were looking for that was even slightly related to your site or article. Use that keyword over and over a set amount of times, use it in a heading or two, add a bit of code, some meta data and wave a magic wand. Your site would rank great in Google.
Pandas are supposed to be cute and cuddly right? Not always.
It would behoove website owners to remember that pandas have claws and so did Google Panda. Many content farms saw their traffic drop by the millions during the early implementation of Panda and some innocent bystanders got caught in the resulting tsunami.
While the positives and negatives of the changes can be argued (less poor content, better content for site visitors), it won’t change the fact that SEO as we knew it is gone forever.
As website owners, we can adapt or be scratched to death, and Panda wasn’t the only change Google has made or will make. In fact, Google reserves the right to continuously change their algorithm and you can be almost certain they will do so to keep advertisers happy as advertising is where the revenue comes from.
Optimizing for better site rankings
1- The quality of your content
If you run a site for more than 5 years, it’s perhaps time to do a content audit.
Have a look on your website and ask yourself the following questions:
- Who wrote the content?
- Is the content helpful to your targeted audience?
- Is the content up to date?
- Is the content gramartical correct?
- Is the content meeting your targeted keyword searchers’ intention?
- Is your content properly structured?
Content is one of the most important on-page SEO factors. Your content needs to be written by someone who is familiar with your users’ needs and who knows a lot about your company and your field of business. Also, it needs to be well structured into easy-to-read paragraphs with titles, subtitles, and bulleted lists, and it needs make use of bold letters where appropriate.
2- The amount and optimization of visual material
Customers should trust your knowledge about business, so websites are the best place for you to show what you can do and what is their benefit for trusting and allowing you to run your business with them. Use your website to showcase everything you have. Images, video, animations, it all comes in handy.
What you need to do is pay attention to whether your images are optimized with an alt tag, and make sure you are not using flash excessively. Both of these help search engines find their way round your website and pick up all the signals it is sending, which makes search engines happy and ready to improve your rankings.
3- The structure of the URLs and website structure
What is of paramount importance here is that you have a clear website structure and that all of your URLs are static, taking the form examplex.com/my-post/ or examplex.com/my-category/my-post.
As for the website structure, you need to have a clear way of connecting different part of the website into a whole. For example, if you own a blog, the best way to organize it would be into different thematically based categories, which would be interrelated every time you link an old related post to a new one across categories.