There are endless theories and myths floating around the web about SEO. With the release of an official Search Engine Optimisation Starter Guide from Google, many of these can officially be laid to rest.
SEO in its nature is constantly evolving. Practices that worked, or that were perfectly acceptable one month, can be made completely redundant in the next. It’s all about how the search engines algorithms are changing, and how much more human-like these become. Because of search engine crawlers that can now figure out the topic of a site without the need for blatant keyword stuffing, along with the ability to differentiate good links from bad links, there are many SEO habits that need to be got rid of.
When reading through Google’s SEO guide, it’s reassuring to see that the basics, which are often the foundations of any SEO campaign are still valued highly: Page Titles, Meta Description, URL Structure, etc. These are fundamental changes that should always be at the top of any to-do list.
But is this enough?
I’m afraid the answer is no, definitely not. ‘But of course’ I hear you say. ‘We must link build!’. This is true, to an extent. But beware of old linkbuilding habits; contriving links on any old site on the web to build a large link profile is completely out of the question. These days, simple link building which used to be the key to unlocking success on the rankings has been replaced by an emphasis on great, informative and easy to read on page content, along with strong outreach and content creation which creates links naturally.
It’s these links, the majority of which would come through social media engagement, through blogging and through good press, that Google wants to see. It’s the relevant on page content that’s to the point, is simple, and informative, which Google wants to see.
SEO is no longer a simple game; it’s complex, and for good reason – to help users find the best sources for their needs.
By Fouad Halawi, Search Marketing Account Manager at Collider.
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