The strategies related to search engine optimization are always changing. As search algos become more sophisticated and change their framework, coding for SEO and SEO strategies will change as well. 2015 presented some changes for the search engine optimization landscape across the web. While new strategies may emerge there are some tested methods that will never fail.
Here are some simple tips for SEO in 2015:
Content is still king.
There is no way you can rank well in search engines without good content. Copywriters have become an important part of the SEO landscape and their involvement in SEO teams with become more prevalent in 2015.
Search engines are beginning to show an emphasis on longer, well-researched content. Google added in-depth results a few years back. This refers to content over 1,500 words. This shifted the focus to quality content. Some in the SEO space have strong opinions that publishing 2-3 blog short blog articles a week hold less weight than a solid well thought out and well written article. Focusing more on high quality content instead of publishing as many pieces of content as possible can yield better SEO results.
When SEO was in its earlier stages, getting as much content onto your site with little regard to to quality or usefulness to the reader was a trend that could yield better search results. Now Google algorithm updates like Panda are stopping these efforts and in some cases removing websites that are flooding their site and others with content that is not useful.
Responsive design benefits SEO.
If your website is not responsive it needs to be. Responsive design was a trend a few years ago but is now becoming the standard. At 540 all of our HTML and WordPress built websites are responsive. Responsive design provides the most optimal viewing experience for a website regardless of the devise it is viewed on. So as you transition from desktop to laptop to tablet to phone, the website remains easy to read and navigate with a minimum of resizing, panning, and scrolling. Your website provides the highest quality user experience, which search engines take note of.
The easier it is for a user to navigate a website, the easier it will be for a search engine spider to crawl. This can lead to more indexed pages and a lower bounce rate due to optimized content display, which makes it easier to read.
Let your user base be your guide.
You can use Google Analytics to your advantage and gage the benefits of entry points to your website and call to action buttons. This can help to determine what pages need to be better optimized. As analytics continue to get more robust, examining online audience behavior will be critical and can offer a significant impact on SEO.
Focus on what works best for your website or organization through data and engagement tracking, and you will be able to see what’s best moving forward into 2015.
Avoiding getting on Google’s nerves.
Outsourcing your SEO to a third world country that guarantees you top placement of your top 5 keywords for a few hundred dollars seems like an awfully good deal. If you are wondering if it’s too good to be true,,, well it is! I have unfortunately seen these situations as potential clients have called saying the hired an “SEO Expert” who did great work but now their website is on the 20th page for basic search terms.
Over the years, these “SEO Experts” have stuffed content with keywords, spammed the comments on blogs, bought and traded links in order to game Google’s algorithm and push mediocre content toward the top in keyword rankings. All they really have contributed is a massive amount of spam and poor quality content on the Web.
For awhile this method did work to increase your search rankings. In 2011 Google released its first major anti-spam algorithm called Panda. Additional updates over the years to both Panda and Penguin have rendered most of the old SEO tactics obsolete.
What it all comes down to is do not be consumed by the almighty ‘keyword.’ Instead, we must optimize our content for the user, make it relevant and delivery quality, not quantity.