It seems that everyone in the digital industry does a duck and cover when any major platform announces an algorithm update. Which has led many to “gaming the system” through keyword stuffing websites, content, and links that search engines deem as spammy, manipulative, or overdone. Ultimately, it backfires with decreased organic rank and search traffic on most search engines and social platforms.
Fear not my friends, if you weren’t gaming the system before, you shouldn’t worry on if your site will get knocked from its regular organic rank. But if you are utilizing outdated techniques, your site may still be penalized. Search engines are relying more and more on key phrases, regular engagement on your site, and relevant content. Keep your site updated with these three tried and tested techniques.
Optimizing Key Phrases
At the core, SEO keywords index your site with search engines like Google, Bing, etc. These keywords will always be relevant through schema markup and overall indexing through meta tag keyword description sections. What has rapidly changed with each algorithm update for search engines is their ability to track clicks and rank sites based on the value that they are providing as a whole, not just the keywords. This means that consumers and search engines alike are not solely interested in the raw keyword for indexing you in your industry. Your messaging through your website should build upon relevance and education with your intended or unintended audience.
To ensure that your site doesn’t become penalized, review current site titles, article titles on your blog, embedded video description and overall text and imagery content. When reviewing, craft your messaging as you would when creating an AdWords campaign that is less focused on the raw keywords, but the messaging that you are trying to create.
Using consumer behavior data and time spent on websites allows search engines to rank your site content, videos, and images to allow the most valuable pieces of content to rise organically. We recommend having a consistent schedule with new content being updated and publishing to draw the consumer in. Additionally, publishing your content via social media or other high-ranking websites that point back to your website can help increase your organic rank and have an added benefit of promoting your content over several years, like Pinterest. Be forewarned, having disreputable, spammy, or irrelevant sites linking back to you can penalize your organic rank as well.
Evergreen & Educational Content
If there is anything we’ve seen consistently work, it’s authentic content. By demonstrating value to your audience through evergreen and educational content you will see an increase in time spent on site and improving rank.
What qualifies as evergreen or education content?
- Evergreen content is content that is always relevant either in your niche or industry.
- Educational content is content that has educational value or benefit for your consumer.
Both evergreen and educational content should work symbiotically to produce the most the relevant and ultimately attracted the correct consumer through organic search. Efficiently targeting your consumer by speaking to them through images, thought-leadership articles, and video is a way to capitalize on engagement and time spent on your site.
Overall, it seems like a no-brainer, but you would be surprised how many try a shortcut to gain a better rank. Our rule of thumb is this: be authentic, be engaging, and be relevant.
Still feeling lost?
Let us help you. We specialize in creating a consistent brand from website, digital media, and beyond. Reach out to schedule a free brand consultation.