Below is a collection of tips and information based on the latest information from the SEO world.
Although not a permanent solution, aggressive link-building tactics can rapidly give you high rankings for your chosen search term. It’s a tempting route to go down; however with recent updates and whispers of the growing influence of social, using links as the only method to increase your rankings may not give much longevity to your campaign. You can’t deny their power – they work! However, five years down the line will they still carry the weight they do now?
2. Onsite and Offsite Optimisation
We all know about onsite and offsite optimisation and that a well-rounded campaign has both components. Offsite optimisation consists of techniques such as link-building, social media, eCommunication distribution and other types of press. Onsite optimisation can be more fiddly and subjective to the individual SEO; metadata, content, internal linking, image optimisation and XML sitemaps are things considered onsite.
3. A Combined Approach
With a new update showing more recent items in the SERP’s first and a Google document leaked showing relevancy rankings, a combined approach using onsite and offsite optimisation is surely now more important. Creating good content as an example of onsite optimisation and adding relevancy with incoming links as an example of offsite optimisation demonstrate the benefits of each component to present ranking requirements. It is important to note that the new update didn’t affect all results; fast moving topics such as celebrity news were mainly affected.
2. Keyword Research
Staying with the above point, onsite content creation which I previously wrote about caters for the recency factor whilst quality offsite link building can cater for relevancy – two hot topics. Targeting the right keywords and investing in keyword research at the start of the optimisation process is brought to a greater prominence as things get more competitive and later stages of the project are based around those keywords – getting them wrong early on can negatively affect your campaign.
A useful point to note with keywords is for words with multiple meanings such as “orange” the fruit or “orange” the mobile phone company. I’ve heard the search engines rank the most popular and relevant to searchers first (for example when inserting “orange” the company may come up ahead of the fruit). Therefore when trying to rank for the meaning with lesser popularity it might be useful to go for a different keyphrase that yields the desired results when doing a search to get the right audience.