Business information written specifically for newspaper advertising departments

Keep Your Website SEO-Friendly

Adapting to Google's algorithm changes
While this is a positive move for Internet browsers at large, it could mean that your clients’ websites might be out-of-date in terms of SEO.

With increasing frequency, Google has been implementing changes to the search engine, which could affect your clients’ online marketing strategies. These changes, launched in late April 2012, are called Google Penguin and Google Panda. They modify the algorithm Google uses to produce the search results browsers get when using the search engine. The goal was to ensure that users are getting search results most relevant to their needs as opposed to websites that have stuffed their content full of SEO tricks to improve their rankings in search results even if they aren’t necessarily relevant. While this is a positive move for Internet browsers at large, it could mean that your clients’ websites might be out-of-date in terms of SEO. With that in mind, Mona Elessily took to The Huffington Post to offer some tricks to stay ahead of Google’s changes. The goal of Google’s algorithm is to provide users with the most information possible. Since newspaper websites contain pages upon pages of news, and therefore information, they tend to get higher ranking in search results. However, that’s not necessarily the case for your clients, so make sure you pass this advice along!

1. Keep Up With Google’s Changes: In order to keep up with Google’s changes to its algorithm, first and foremost, you must stay current with tech news. Check out tech industry news sites for the latest information, because they usually will include what the changes mean for your SEO and how to adapt to it.

2. Write for Readers, Not SEO: Although keywords and headlines help create SEO, rigging it to better your searchability is exactly what Google is trying to avoid. So instead of writing for SEO, write with your readers in mind. You will do them and your clients’ SEO a favor.

3. Diversify Traffic Sources: Tell your clients to make sure there are multiple routes from which browsers can arrive to their website. This way, if their SEO does suffer from Google’s algorithm changes, their site traffic won’t be hurt. Consider social media for one; if they have an active social media presence on sites like Twitter and Facebook, they can then drive people to their sites even if they aren’t high in Google’s search results.

4. Appear “Natural”: SEO is the name of the game, and as a result, everyone has modified their websites with elements that will improve their SEO based upon the same set of rules and advice. Now, Google and other search engines are better equipped to identify these SEO shortcuts due to their overuse. Therefore, you must reverse engineer your approach to SEO. According to Elessily, you shouldn’t superfluously include things like title tags and description meta tags in your content just to improve SEO. While these were once the fundamentals of SEO, Google now interprets an abundance of these elements to be less valuable search results. Therefore, the more natural your website appears, the better chance it stands in Google’s search results.

5. Establish Monitoring Solutions: Finally, if your clients are serious about making their SEO the best it can be, make sure they have a monitoring and metric service, like Google Analytics. If their search performance does take a hit from Google’s changes, then they will see that reflected in their traffic metrics and be able to responding accordingly.