Finding A Better Approach To SEO In 2013
3 min readSEO
The recent Google Penguin 2.0 algorithm update has had a considerable impact on the SEO community and appears to have sent some small business owners into a state of panic. It’s the latest in a long line of changes that have certainly altered the search engine landscape.
It can be tempting to focus on a single change and to spend hours carrying out analysis. For those who have seen a loss of visitor numbers and resulting sales, this will undoubtedly seem like time that is well spent. What is crucial to remember, however, is that this update only continues an existing trend that has been witnessed over a period of some years.
The importance of links
Google has always seen inbound links as being a key ranking factor and this is something that has been at the heart of the recent changes. Many search engine professionals have attempted to create a mass of links, with the aim of gaining better positioning for clients.
Indeed, such an approach, with an emphasis on the quantity of links that can be gained within a relatively short period of time, was seen to produce results. This is why it became an approach that was adopted by many and that become central to many SEO techniques.
The problem here, however, is that it also started to allow for the distortion of the search engines results. Websites were being rewarded with stronger positioning, largely on the back of their ability to gain links. Too little attention was given to the context and quality of those links.
A focus on quality
Google has responded to this situation by looking to evaluate the quality of links. This is being achieved by closely examining where links are being placed, at what rate and in which context. In order to respond to this altered situation, it’s critical that you should re-think your own strategy.
When attracting links, it’s important that you give suitable consideration to the context and the value of the link. Are you building links simply because you believe that they will assist with your search engine positioning? My own view is that it’s increasingly important to seek links that will allow you to attract additional visitors to your site. Improved search engine positioning should really be seen as being an added bonus.
With this in mind, you may well wish to think carefully about how you can establish your brand. Realistically, this is likely to mean that you need to think about building your own, personal reputation. Can you establish yourself as a real expert within your chosen field?
If you’re able to meet this challenge, then you’ll discover that you are soon in the happy position of being invited to submit guest blog posts. These may naturally include links back to your own site, enabling you to really set the agenda.
A new approach
If you are still in the mindset that believes that there are shortcuts to SEO success, then you need to realise that you will continue to struggle. In essence, you are attempting to struggle against the tide.
Now is the time for you to switch to a new approach. Success in 2013 is all about producing a sustainable strategy that will continue to produce results over time.