Remember when you could trick the almighty Google algorithm?
Ah the good old days…
7 out of every 10 new clients that Wakefly brings on all say the same thing:
“Everything was going really well before Google’s most recent updates. Since then my organic traffic has plummeted and I have no idea why”
The story is always the same: we had engaged with a company either domestically or overseas that “were doing SEO for us” and in almost all cases where very inexpensive.
In all cases the activities of these “SEO Companies” were either unclear or heavily based on link building. Marketing Executives saw organic rankings climbing for key terms with very little input in the process aside from paying the SEO Company bill each month.
…then came Penguin and Panda
…and then the bottom fell out.
The reality of today’s SEO is simple: Google has gone to great lengths to eliminate black hat link building and the exploitation of numerous loop holes in the system.
To take this a step further Google has identified domains who have previously benefited from nefarious link building in the past and have severely penalized those domains.
The repercussions of these updates have been catastrophic to businesses as inbound traffic counts have continued to decrease steadily.
3 Areas of Focus for Proper SEO Best Practices:
Site Structure: Fundamental to an SEO strategy is to make sure the house is in order. Title Tags, Meta Descriptions, URL Variations and up to date Site Maps won’t win you traffic on their own- but the amount of companies that have built their sites incorrectly or have had domain equity harmed by improper site redesigns is staggering.
New Content Generation: Google sees each website as having unlimited space to grow. The more (optimized) content a site adds the more relevant it appears to Google’s algorithm. Please note- this is not content for content sake- but content that is aimed to add value to visitors and engage them which is rewarded. Most companies loathe the generation of content but it is absolutely critical to today’s SEO.
Know Your Keywords: Considering the effort required to garner organic traffic today- it makes sense to be in tune with what keywords are generating revenue for your business. Cherry pick top performing keywords in paid search and incorporate them into the SEO plan. You can unlock an additional 60% or more click volume for terms that you know to be successful!