February 26, 2013

firefighter protective gearThe single most important thing you can do to protect your site from Google updates is to have a content rich site that delivers high value to the consumers who visit it. The intent of all Google updates is to refine their search algorithm to promote the sites most likely to satisfy the people conducting searches.

Identify yourself

By linking your blog posts and articles to your Google+ account, you are attaching your name and identity to your writing much like a byline in traditional journalism. These posts and articles are considered more likely to be of high quality than posts and articles that do not have a name and identity attached to them as an author. Additionally, your author photograph appears beside the search engine results, making the link more likely to be clicked on by people conducting searches.

Provide unique content

Create unique content for your website wherever possible. Websites that duplicate content found elsewhere on the web will have their duplicate content discredited for search results. This means that shopping websites especially are penalised if their catalogues are the same as the catalogues for everyone else who stocks the same inventory. WordPress or other blog-based websites should ensure that blog posts use a single category, to prevent duplication within the site.

Diversify anchor text keywords

The assumption behind this strategy is that natural links to a website do not use the exact same anchor text. Some use the name of the website, some use the URL, some use a descriptive phrase, and some use a non-descriptive phrase such as “click here”. Therefore, if you are responsible for creating anchor text links to your website, whether through article or guest blog placement, or through purchasing of links, you should ensure that the anchor text you use is diverse.

Create relevant links

Google considers the general topic of a website as a whole, and of each individual page within that website, when considering whether or not a link from that website is relevant. So, if you are offering guest blogs to gain links back to your website, ensure that both the topic of your blog post and the overall theme of the blog are relevant to your website, and to the anchor text you are using.

Reduce keyword stuffing

Keyword rich URLs, especially keyword rich domain names, are no longer given the weight they were previously. This was an easy element of search engine result placement for scammers and spammers to exploit. Other overly-exploited locations for keywords include internal and outbound links. In general, imagine that your website was created by a third party who is interested in your industry. What would their keyword usage be like? Model your keyword usage on this hypothetical scenario to prevent keyword stuffing penalties.



Sean McPheat

Managing Director

The Internet Marketing Academy


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