Google Expert Shares SEO Tips

Written by: Jason Bayless | November 18, 2016
What makes up a good search engine optimization (SEO) campaign has changed substantially over the last 15 years. In the 90’s, keyword stuffing and spamming backlinks could get your website highly ranked. Today, those same tactics will make you disappear from Google altogether. These SEO tips should help your website rise through the search engine ranking pages while keeping you in line with Google’s rules.
Keep Your Content Fresh

Adding new content periodically makes your website like fresh in the eyes of Google. The last thing a potential visitor wants is out of date information. If your site is updated often, Google’s reasoning is that the information a visitor might find there is probably current since you would (theoretically) change outdated information during an update. Updating your site generally means just adding a new blog post or two every 2-3 weeks. Though updating more frequently is almost always better, you really will not see a “static” penalty for about a month.

Never Pay for a Backlink

Paid backlinks used to be a great way to get your website high up on a search engine ranking page. A few years ago, Google made a drastic change to its search engine algorithms that levied incredible punishments on sites that did this. Many people saw their sites disappear from the search pages completely or drop hundreds of spots overnight. Since then, paid backlinks, when Google finds out they are paid for, will hit your website just as hard as spamming backlinks or plagiarizing other websites. You may think you can get away with it, but if a website owner sells you a backlink, there is a good chance they will sell more, increasing scrutiny from Google.

Install a Plug-in to Automatically Optimize Website Posts

On-site SEO does carry some weight when it comes to search engine ranking positions but not as much as it used to just a few years ago. One of the easiest ways to optimize every new post on your website is to install an SEO-specific plug-in if you are used a content management system such as WordPress or Joomla. This will format everything for you automatically, taking care of your on-site SEO for just a few extra seconds per post.

Interconnecting Internal Links are Great

Google uses a program called a “spider” to go from one website to another through links, sending all of the information back to a supercomputer which figures out where to rank your website. Linking to other areas of your site 1-3 times in a standard 500 word piece of content will send the spider to other internal pages, where it will find even more content. When everything is linked together it both helps the search engines catalog all of your content and shows that what you write is useful for people who want to look for other sources as well.

Use High Quality Content

Perhaps the most important aspect to search engine optimization is the quality of the content on your website. Search engine spiders have become very adept at being able to tell whether the writer has a good grasp of spelling and grammar (good for a site’s ranking) or if the quality is poor, which leads to poor rankings. If you do not have the time to write all of your content yourself, it is not very hard to find someone who will do it for you. Writers come with all sorts of different levels of experience and rates. Paying the absolute lowest rate you can find will usually mean you may spend as much time editing the spelling errors and incorrect information in order to make it readable. Content that keeps a visitor engaged will help with your bounce rate and time-on-site metric, both of which Google uses to determine how helpful your site is, affecting your search engine ranking positions.