We all want to improve SEO for our website and increase our organic search position on Google and other search engines. The question is how do we go about improving SEO after Matt Cutts of Google announced an upcoming algorithm change that will Penalize Sites for Overuse of SEO Techniques.
Excerpt from Matt Cutts at SWSX:
We don’t normally pre-announce changes but there is something we are working in the last few months and hope to release it in the next months or few weeks. We are trying to level the playing field a bit. All those people doing, for lack of a better word, over optimization or overly SEO – versus those making great content and great site. We are trying to make GoogleBot smarter, make our relevance better, and we are also looking for those who abuse it, like too many keywords on a page, or exchange way too many links or go well beyond what you normally expect. We have several engineers on my team working on this right now.
Now more than ever content creation will become a key component of your search strategy. Keep in mind that the term content creation covers multiple channels and is not just about blogging. Blogging will remain a fundamental pillar of your content creation strategy if your blogs are optimized with a keyword strategy. Hubspot provides one of the best keyword analysis tools on the market and actually guides you through the process of creating a campaign and tracking the success of your campaign.
Video is a very underutilized tool by small and medium sized businesses that should be in your content creation toolbox. Video can be optimized for search by adding keywords into your video title and meta description and with a short description of your video that contains keywords as well. Video is quick way to create content that can be used over multiple platforms via social media, your blog, web pages, YouTube, etc and can be produced quickly via an iPhone or Flip camera. If you have never used video in your content creation strategy here is a great blog to get you started – 12 Tips to Instantly Enhance Video Production Quality.
Social Media channels are paramount to your SEO strategy as you engage your followers and use your content in conversation about your business. Your social channels will help you drive traffic to your website and blog, but you must not use them as a marketing tool and simply push content to each channel. Optimizing each social channel with keywords in your profile and links to your blog or website will help search engines find you and link to your site, but don’t compromise your messaging for SEO.
A sound Inbound Marketing Strategy that encompasses content creation, video, and social media will generate traffic and leads, but you do not want to discount traditional “white hat” SEO techniques. Keyword analysis, H1 tags, meta descriptions, PR campaigns, and links will still play a significant role in your SEO campaign. Your primary focus should be on what your customers will find once they land on your site by creating unique, valuable, and educational content. If you have not created valuable content for your customers, then all is for not.Photo credit: freedigitalphotos.com/Stuart Miles