As some of you maybe aware the Google Farmer / Panda update has kicked in over in the states and has just been rolled out across all English language engines. Yes, there are some winners and losers, but all in all the majority of our clients have remained unharmed. BUT….this has led to more questions being fired to the team around, What are the best strategies to continue linkbuilding without having to constantly worry about future updates.
Firstly, you must think strategically about what you’re doing. Focusing all of your energies and time into one linkbuilding tactic, no matter how much value or immediate traffic it will pull into your site is not sensible. Let’s be honest, Google like to keep updates to their algorithm secret until they are ready to be launched. So unless you have John Edwards in your back bedroom, or own something from Hogwarts, theres very little chance of knowing what the next update will target to devalue. In order to cover yourself for future updates it’s critical to ensure your link building activity includes a wide array of different techniques, which should hopefully result in a varied and colourful back link profile.
So what is the point i hear you ask, well if Google’s next update devalues a certain type of link. The likely impact to your ranking is going to be alot less, for example the update may only devalue 15% of your links rather than 70 or 80%.
What we are trying to say is that putting all of your eggs in one basket (or targetting one type of link) is a big no no. If you separate your eggs, or links in this case, into different baskets the impact of damage to one basket will not hurt you as much as it would if all of your eggs (links) were in that damaged (devalued) basket. So take time to plan your activity around a range of linkbuilding methods rather than simply looking for the quickest win. Think…Users first, search engine’s second
Also, if you are currently creating content purely for the purposes of SEO and search engines, stop. Not only are you failing to add value to the experience of your website visitors by providing content that is genuinely useful, you also run the risk of Google placing little or no value on this content. Which in short, makes it a complete waste of time and resource.
Yes i know this is by no means an earth shattering post, but after reading many blogs, a hell of alot of trial and error, attrending various conferences, these are some small takeaways from the last 12 months or so that we wanted to jot down. Here is what I think we can all learn and take back to projects that we are working on at Strive.
- Put Users First - plain and simple, if you keep them at the front of your websites, you won’t go far wrong.
- Don’t Sweat the Small Stuff – Small changes in ranking, site speed, or any future algo changes, should not be stressed over tooooo much. Put the first point into action and these changes should have little effect on you and your websites, this does NOT mean to totally ignore the updates that are happening through the industry, it simply means to get the basics right, and champion this through your team.
- Keep Your Finger on the Pulse - Ok, Ok i know there’s alot of people out there who simply say it’s all about learning and doing rather than reading. But after that last note, we do recommend always knowing what is going on in the industry and with your own site/s. We can’t remember the number of times we have been asked a question from a certain client around the latest trend or update, only to find that as soon as you back opinions up with raw hard data, it all seems fine, and they dive back into their blogs/feeds to find the next question to fire at you…
- Create great content, and Engage with people - Do it right the first time, don’t cut corners and pay attention to “point 1″. Revisit your whole whole marketing plan, and ensure that SEO is taken into account at all stages. Take this into account and you should get more opportunities to influence your rankings / listings within SERP’s.