There is no denying it, when it comes to the internet – Google is King. Brands rely heavily on the popular search engine to bring them traffic, and when Google likes a website enough to rank it highly, it will flourish.
SEO (Search Engine Optimisation) consists of a series of methods and tools which can make a website more search engine friendly. New technology and changes in metrics can mean it is an art which needs to constantly evolve, and it can be hard to keep up when the rules continue to change.
Here are 5 increasingly irrelevant SEO factors which you could be wasting valuable time on:
Keywords Over Content
Keyword stuffing occurs when you try to fit as many keywords as possible into a single page. This is done to try to trick Google into giving a higher ranking, but can just end up looking like spam. While keywords are still important, quality content is what matters most.
Not only will overusing keywords work against you in terms of ranking and increase your likelihood of being banned, but it will also irritate your readers. Design your content with your audience in mind, and keep those keywords relevant and easy to read.
2. Heading Tags
Heading tags are not entirely irrelevant, but there is no need to overthink them. As long as your headings are bolder and bigger than the body of your text, the search engines will work it out.
Headings are good for your readers, as it helps to break up text and split your ideas into sections. Unless you have pages of text, just start with a simple H1 tag, and follow with H2 tags.
3. Bulk Low Quality Links
One way to gain authority in the major search engines is by having your links featured on quality websites. In the past, it was normal for websites to buy low quality links in bulk and feature them anywhere, and everywhere they could.
Times have changed and this method of boosting your ranking will no longer work. Or, if it does, it won’t work for long. It is much better to get listed on one high authority website, than 1000 bad ones. Gaining multiple links at an unnatural rate is a red flag for Google, and can result in your website being penalised.
4: Keyword Anchor Text for Links
Previously, when trying to boost the ranking of a website in Google, it was important to focus on specific anchor text and link combinations. The more times your website was linked to a specific key phrase, the higher it would rank for that search query. It was common for SEO professionals to manipulate rankings by placing hundreds of links with the exact same anchor text on multiple sites.
Google has since changed its algorithm to combat this tactic, and this strategy can now lead to websites being penalised. These days it is better to use natural anchor texts such as a brand name linked to their homepage, generic anchors such as “click here”, or variations of keywords to avoid duplication.
5. Creating a New Page for Every Keyword Variation
Google has learnt to interpret synonyms, and you no longer need to create a page for every single keyword variation. Instead of having six different pages optimised for similar terms, it’s more effective to combine them into one longer page.
In simple terms, a page can rank highly for keyphrases which don’t appear as an exact match on the page. Closely related content can be enough to get you results, stick to one web page per topic.
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