Google's December changes to search engine optimization and the impact on AdWords/PPC were received with caution, considering the battering the realm of searchmasters have withstood over the past year and a half.
I recently attended a popular lunchtime meetup hosted by C-1 Partners on Google's newest round of fiddling with their algorithm, which has been deeply affecting traffic to websites. There's 'disavows' and 'penalties' and massive amounts of metrics involved.
In the end, however, the fundamentals still apply. Google lives to breathe relevancy into your inquisive keyword-rich mind. So you'll come back and back and back. To deliver on that they must continually change and yet stay the same. Here's what is still at the core:
- Content - computers can't adequately judge relevancy of anything if there are not words involved. Tags, titles, headlines, text - hugely important. Keywords matter, so study up on what keywords are most searched in your type of business. Note of caution: be selective, not repetitive. Use keywords in some places, but not every place.
- Got "Authorship"? This tells Google "I'm me, here's my content". This is a must. Start here.
- Backlinks - high-quality or bust. Find out who is backlinking to your site and eliminate those that aren't helping your cause (and could potentially be harming it). And don't stop finding and nurturing the good ones.
- Feed the machine. How relevant can one possibly be to Google if their website hasn't see an update since who knows when? New content with the right keyword density (which is purported to be down closer to 3% now) is important. Websites with more content seem to be ranking better in Google these days, so sharpen the pencils and get writing.
- Speed - sites that take too long to load frustrate searchers (there is typically a sense of urgency when we search for something). Google wants folks to be able to get to what they're looking for quickly.
- Renew your domain and hosting for years out, not just one or two. This tells Google you plan on being around for a good long while, so you matter more to them.
If you’d like help with optimizing your website, figuring out how to plan content, or getting started with social media and authorship, let me know. We can help you come up with a plan of action and help get some of it done for you!