Gone are the days of keyword stuffing , article spinning and piling on any backlinks. If you think about it, anything that is published online should be of quality and value, that you yourself would prefer to find, which makes sense as it will in turn bring about the right response - the lead generating response that all of us are seeking.
Right from the start when setting up your website, the most important thing in matching these updates is making sure your site is optimized to the best with quality content and avoiding any poor or "thin" content. This means avoiding keyword stuffing , and posting poor content that offers little or no value to readers. This applies to all content and including your most important landing pages. Therefore quality content is the key in S E O that matches the latest updates of Google's algorithm.
Gone are the old ways of S E O, although some of the following still apply :
- Meta Tags - The relevance of meta tags are however still of vital importance for user experience. They still matter as they are what will get you more click through rates.
- Blogging - it has to be better quality blogging. Already a few years ago there was emphasis in quality blogging, the emphasis is more so now and there is a greater push for better quality content. So content is king, still rules. Make your articles useful as well, something that you would want to read. Make them the necessary content that people are seeking, the type of information that's helpful and relevant.
- Ensure that your website is responsive to mobile devices - it means optimizing your site to work well on mobile devices - smartphones, tablets, etc. Google will penalise websites that are not responsive. If your site has been built before 2010, it's probably not mobile device friendly. Just test it over your own smart phone.
- Backlinks - this still apply but only quality backlinks matter now. Quality link building involves things like quality guest content and local directories — anything natural and helpful to web users. This can happen only if you have quality content on your website.
Quality content helps search engines do their job, attract quality links, initiates more social shares, and reduces bounce rates as they increase time on your site.
It’s better to produce one piece of exceptional content than it is to produce dozens of useless articles just for the sake of doing it. But when it comes to content marketing you can’t afford to rest on your laurels, because if you don’t regularly produce new content, your competitors will outpace you. Your ranking will decline sooner than you know.
Note that freshness of content is also a ranking factor, indicating to search engines that a given piece of writing is relevant, especially when the search query in question is timely or newsworthy. Publishing content regularly can help improve your site’s chances of ranking for these timely queries.
Effective SEO is only possible with high quality content to back your efforts. Content is what help search engines to index and interpret your site, and it in turn bring about user engagement with your brand when it appears in search results, which is something search engines value highly. Investing in quality content creation is the only way to achieve lasting gains in your brand’s organic rankings. To assist you in this, HubSpot has a content creation kit that could be useful to you.