So, how do you get sites to link to your page? That’s a tricky task, but make sure your page is a destination people want to link to, and you’re halfway there. Another way is to offer link exchanges with other sites that cover material related to your content. You don’t want to trade links with just anyone because many search engines look to see how relevant the links to and from your page are to the information within your page. Too many irrelevant links and the search engine will think you’re trying to cheat the system.
Search engine optimisation, as with all things in life has a good, wholesome, fair and right way of doing things and a bad, unfair, downright naughty way of doing things. To describe the two SEO methodologies the terms “White Hat” and “Black Hat” SEO were coined.
Advertisers make use of numerous techniques for effective SEO results and some of them are targeted at developing a database of loyal audience which is a bright part of ethical SEO. White hat SEO is the implementation of strategies, and optimization techniques and tactics that completely follow search engine ethics, but focus on human audience as opposed to search engine movements.
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Going back to our skydiving example, if a search engine sees that hundreds of other Web pages related to skydiving are linking to your Web page, the engine will give your page a higher rank. Search engines like Google weigh the importance of links based on the rank of the linking pages. In other words, if the pages linking to your site are themselves ranked high in Google’s system, they boost your page’s rank more than lesser-ranked pages.
Link Building has many “Hats”. Indeed Linkbuilding, can be seen as a “Black Hat” SEO marketing strategy,but it can also be a “White Hat” strategy. A “White Hat Link Building” example would be: “Guest Posting” – you write an article on a popular site that is read by many people and that artcile will generate an amount of backlinks pointing to your site eventually.The would be natural acquired backlinks. This is just one method. There are many more White Hat methods of Link Building. Reply
Time for a timely and utterly insipid post that smacks of wanting exposure, but being unwilling to apply myself… Oh. Right. So much work! Great article, Ryan!
Don’t forget to brand any infographics, images, etc that are produced by you and shared on social media, adding your URL to them. It’s a simple way of attracting more visitors to your website, because people may share a great image, but not necessarily its associated URL.
“We had thirty people in our office. And if you have LinkedIn, Twitter, Google+, Facebook – if everyone’s sharing, it already gives us some social proof. That’s like eighty shares right off the bat. And people like sharing their friends’ stuff. So it just gave us a lot of social proof, gave us some amplification. Emil Shour
Search is still in its infancy. They look at page layout and markup, aggregate and localized user engagement metrics, as well as linkage data to determine the relative importance and meaning of a document.
Don’t be afraid to link out to authoritative websites in your industry. Yes, you are losing some link juice, but this is a positive sign which tells Google that you aren’t keeping it all for yourself.
Make Google index your new blog posts fast. Log into your Google Search Console account, choose “Crawl” -> “Fetch as Google”, type in the URL of your new article, and then click “Fetch”; your fresh content will be indexed right away.
Steve Shaw November 11, 2016 Hi Tyler, well said and great article. Another element I’d like to add is the power of content repurposing. Once you’re, for example, publishing content regularly on your blog, the same content can be adapted and repurposed for multiple other formats, rather than starting from scratch each time. Each blog post should at some point also become a video, a SlideShare presentation, a podcast episode, a post on Medium and Quora, answers to questions on Quora also, multiple posts to social, guest posts on other blogs, and so on. By doing so, you not only tap into the huge audiences on these other platforms, but also help develop the kind of link profile that supports strong and sustainable SEO.
Demand Media would argue that they didn’t engage in black hat practices, yet Google penalized them anyway. Matt Cutts, the head of Google’s Webspam team, has said that over 500 changes happen within the Google algorithm every 12 months. Cutts is aggressively tweaking the algorithm to differentiate high-quality content from non-quality content.
Don’t assign too many categories to a post. If your post (even an excerpt) belongs to several categories/website pages, you have duplicate content. Sure, you can use rel=canonical to specify the preferred version of the page, and thus fix the problem, but it’s best to limit the number of categories for each article to 2 or 3.
This shows algorithms that you’re trying to educate viewers by offering more information and, naturally, leads to more keyword opportunities. In addition, you’ll want to have keyword-optimized title tags to ensure consistency in your webpage’s indexing and ranking.
Use a CDN (content delivery network) to speed up your site. It’s a system that caches your website’s static content, storing it in a network of servers. Then, when people access your website, the desired pages are loaded from the servers that are closest to them. Cloudflare is one of the best CDN providers on the market, and they have a free plan that offers enough features for most people’s needs.
Go through and update your old content, but do so wisely. For example, you could make a static URL for an events page without specifying the year, and update that page yearly. In other words, start an archives page on the original URL instead of simply deleting old content. This will also give the original URL more authority by strengthening its domain every year.
By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. In June 2007, The New York Times’ Saul Hansell stated Google ranks sites using more than 200 different signals. The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization, and have shared their personal opinions. Patents related to search engines can provide information to better understand search engines.
Don’t get obsessed with getting as much website traffic as possible; if it doesn’t convert to sales, it is useless! It is much better to target keywords with a lower search volume and big conversion rates, rather than optimize your site for keywords that attract lots of non-paying visitors.
Shared hosting is inexpensive, but often times you get what you’re paying for. If your site is hosted on a shared server, verify that you aren’t sharing the same IP with a spammer, because this may affect your rankings. Sites like this will compare your site’s IP address with known spammy IPs.
Use a “related posts” widget or plugin. This will encourage people to read more of your website pages, boosting dwell time and reducing the bounce rate. Jetpack is installed by default with WordPress, and it includes a related posts feature as well. Other popular plugins are YARPP and Contextual Related Posts.
It’s all a matter of perspective and attitude. Do you do short term SEO or long term SEO? if it’s long-term SEO, then you are engaging in clean, powerful link building.
Huh? That is insulting, isn’t it? Yep, sorry, but if you suck at black hat SEO and you’re using it, I don’t care if your client knows the risk. You are as bad as if they didn’t.
Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, chats, and seminars. Major search engines provide information and guidelines to help with site optimization. Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the crawl rate, and track the web pages index status.
I like to re-Tweet, share, comment and interact with their content at least once a week for a month. In my experience, this is enough time to get their attention and recognize your name.
Having been in the Internet marketing profession for eight years now (seven of which have been specific to SEO and search marketing,) I’ve worked for several companies that employed both “black hat SEO” and “white hat SEO” programs. Now, as I reflect on my experience, I solidify my belief that actualizing ethical, white hat SEO strategies is purely the outcome of creative and beautiful content marketing. Black Hat SEO vs. White Hat SEO A Quick Primer In essence, white hat SEO applies more creative and transparent strategies that are audience driven and social media centric. White hat practices can also lead to sustainable rankings and valuable relationships that help grow a brand beyond search. Black hat SEO, on the other hand, uses sketchy, behind-the-scenes tactics that are primarily keyword driven and search engine centric. Black hat practices can also lend to fluctuative keyword rankings and greater risks of penalization. The underlying difference between black hat and white hat SEO is that the latter focuses on producing meaningful, valuable, and audience-oriented content (as opposed to slapping-up a bunch of keyword-optimized doorway pages in effort to get them ranking in Google.) That’s not to say keyword data can’t instruct purposeful content marketing strategies. I’m just saying that black hat, keyword-obsessed tactics are marginally effective and they dilute user experience while disrespecting Google. SEO is Content Marketing… Content Marketing is SEO… In a paradigm-shifting Kissmetrics article, Neil Patel states a number of converse implications that are quite compelling and profound. Some of my favorites are. “You’re not an SEO, unless you’re also a content marketer. You’re not a content marketer, unless you’re also an SEO.” “SEO demands linkbacks. Content marketing introduces linkbacks.” “Your SEO campaign will fail unless you integrate content marketing. Your content marketing campaign will fail unless you integrate SEO.” While I don’t 100% agree with that last point Neil makes, I do appreciate his strong argument that SEO and content marketing are not mutually exclusive. What’s a Content Marketer To Do? If you consider yourself more of a content marketer, then here are five practices that can infuse more SEO value into your craft. Use tools like the Google Keyword Planner to discover the popularity and monthly search volume of specific keywords and phrases. Dovetailing on the last tips, leverage keyword data to understand seasonality or certain times in the year when keywords are most often searched. Search Google for keywords that reflect your content (such as the title of a blog post you’re working on.) If the search results are saturated with content about your topic, then try positioning your work in a unique way. Use social media marketing and advertising to expand the reach of your content, increasing its potential to earn links and social signals (which significantly helps for SEO.) In addition to producing content for your own site, conduct outreach and explore opportunities in getting your content publish on other related websites. Often times you can score a link back to your website (great for SEO), as well as reach new audiences (great for everything!) What’s a SEO To Do? If you consider yourself more of a search marketer, then here are five practices that can bring more creativity and meaning to your content. “Don’t create content for content’s sake,” Rebecca Sentance mentions in a great article over at Search Engine Watch. In other words, quit writing blog posts for the same keyword target every month. Start diversifying your content creation efforts by investing in video production, professional imagery, graphic design, and other engaging formats. Use Google Autocomplete and “Searches related to” (found at the bottom of the search results) to pinpoint long-tail keywords that inspire purposeful and value-driven content strategies. As Rebecca Sentance states, “Create content that answers questions.” Combine social media and content marketing strategies to diversify traffic sources, earn links and social signals, and cultivate SEO value organically. Invest more of your efforts building relationships that result in valuable opportunities, such as having your content shared in front of new audiences and landing valuable guest blogging opportunities. Keep in mind that the latter tips are applicable to both content marketing and SEO professionals. Content marketers may also find the “Searches related to” feature of use for content inspiration. And of course, hanging out at the Marketing Insider Group is a great way to learn and get inspired to find new strategies worth trying. As always, voice your thoughts, questions, and/or feedback in the comments section below. Photo Credit: Alice A.y. & hattrrrick Subscribe To Our NewsletterGet the latest updates from the Marketing Insiders and receive 10 Content Marketing ROI Formulas and Calculations from my book The Content Formula. Sign Me Up! You have Successfully Subscribed!