SEO is an ever-changing science. Google has gone from Panda, to Penguin, to the latest (and most mysterious) update, Hummingbird, making it harder to get quick results each time. There are even hefty penalties for companies that use old SEO habits. It actually used to be quite simple to come up with an SEO strategy and increase page rank quickly. Tactics like keyword stuffing and duplicate content seemed to work so well. The results came fast – and made clients happy!
However, Google’s objective is not to make your clients happy; they are interested in quality. Who is your company? How long have you been around? What are you all about? What services do you provide? Essentially – is your customer’s experience on your site worthy of you ranking on page one?
The rules for SEO change, and they change rather often. Certain tactics need to be thrown out, and some should have been thrown out long, long time ago. We hope you’ve already removed these from your strategy, but a reminder has never hurt anyone!
Here are four things that you absolutely should not be doing anymore:
1. Keyword Stuffing
The phrase pretty much says it – don’t stuff keyword(s) in to your content or website! Just a few years ago you could stick a keyword or keyword phrase in your piece as many times as humanly possible, get results, and get away with it! Unfortunately, Google is smart and caught on to this quite quickly. This is one way for Google to penalize your website.
2. Duplicate Content
This is mostly a bi-product of having multiple domain names with the same content posted on all of them. Once again, Google is smart. Their algorithm will sniff this out, meaning little movement on where you rank.
To further elaborate on this, having duplicate content on different sites puts you in competition – with yourself. You can see how Google might see this as a problem and slap you with a penalty.
3. White On White
Listen, I don’t really know what to say if you are using this or have ever used this. White on white means posting white text on a white background. This is a blatant “black hat” SEO tactic and is strictly forbidden in the search engine world today. If Google catches you doing this, you can probably say “au revoir” to ever showing up in or near a page one ranking again. Yes, it’s that bad.
Creating inbound links is still important, and it always will be. Back in the day, however, you could put links anywhere and they would count. For instance, leaving a link in the comment of a blog post seemed to be a great way to generate a link, but today it’s not.
Links generated from your blogs or other websites will always be your best bet. Random links to your site may get you quick results, but if Google catches on you may experience some serious consequences.
Google is getting older, inevitably making them wiser. As they age, they want to see that you are who you say you are – a quality company with good credentials and a great reputation. There really are no “SEO tactics” that work anymore. Companies need to come up with an SEO strategy and stick with it. Slow and steady wins the race.
If you have been penalized by Google, it’s not actually the end of the world. A company like PCG Digital Marketing can get your website back on track with an updated SEO strategy. Reach out to us now to get started – and be sure to download our SEO checklist to make sure you’re doing everything you can to get one page one!