Recently, the head of Google’s team that fights against web spam announced that they will be changing their search engine algorithm to “reduce low-quality ‘exact match’ domains” so that they don’t show up as highly in the results.
What does this mean? That search engine optimization is changing. Even if you sell books and own www.books.com (i.e. an exact match domain), your site will find itself tumbling down the Google search results if the content on the site is poor.
And this isn’t the first time that search engines have made crackdowns on sites that have low quality content. Just in the past two years, Google’s Panda started punishing sites that manufacture back links, Bing and Google acknowledged that they incorporate social media recommendations into their algorithms, and Google began preferencing content that is fresh and regularly updated.
It’s more important than ever before in local internet marketing to create unique, high-quality SEO content in order to ensure that your site stays near the top of the search rankings. If people don’t like it and recommend it, search engines will quickly let you drop from page one to page two – or worse.
Say Goodbye to Stuffing and Spinners
What this translates to is a long overdue goodbye to those websites who employ less-than-savory internet marketing tactics to keep their pages near the top of the rankings. Sites that simply stuff their pages with high-ranking SEO words and provide little in the way of valuable content are falling by the wayside. So, too, is the use of “spun” articles – writing content in such a way so that it passes things like Copyscape to make it “unique,” but really just uses slightly different words to say the exact same thing.
Instead, site owners need truly unique content created by people who know how to write, and that content needs to find social approval in the form of Likes, +1s, and so on in order to be seen as relevant. Not something that typically would happen for those sites that employed “cheats” to attain their high ranks.
Strategies for Optimizing Your Content
First and foremost, what this new world order means is that you need good content, so your initial job is to locate an expert in internet marketing consulting who can produce that. Once you feel that you’ve got that person, you have to make sure that you are sharing your content in as many ways as possible – that means getting Likes and shares from Facebook, tweets and retweets from Twitter, repins on Pinterest, and any other social media services that you find valuable.
In order to stay relevant and fresh, you need to create new blog posts, press releases, case studies, and more on a regular basis. On top of that, you have to make sure to include backlinks that point to your site or a conversion page while continuing to promote the content via social media.
All of this, as you might imagine, can be a little time consuming. Worse, it’s something that is constantly in flux as Google and others continue to refine their approach. That’s why it is so valuable to work with an expert in internet marketing consulting as you try to grow your brand.