Content Optimization and Building Links

Search Engine Optimization September 5th, 2012

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Content Optimization and Building Links

SEO can be divided into 2 main sectors: on-page and off-page SEO. This post will firstly tackle content optimization (on-page SEO) and then we’ll talk about how you can earn links pointing to your site (off-page SEO).

Why does Google roll out updates

If you’ve been doing SEO for a while, you might have noticed that Google is constantly updating its algorithm. Like every 3-4 months. A reasonable question would be why they keep on doing their updates if Google works pretty well at this point anyway. You can find what you need basically with any query of your choice.

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The point is that Google is a commercial company and they need to earn money somehow. The main funding resource for them is AdWords. So, they do all those updates to convince people (web site owners) to use that service. As simple as that. So, all the recent Google algo updates – Panda and Penguin – were aimed to move some sites with top rankings down so that they consider using Google’s Adwords. And that makes perfect sense. The bad news is that mostly medium-sized businesses suffered from that. Why? Because they may not have the budgets to buy ads from Google.Nothing personal, just business?

Panda and content optimization

The Panda update was rolled out specifically to fight thin content. At least that’s what the Google guys say. Thin content is the one with low quality (not unique) texts and a whole lot of ads. If those ads are Google ones, that’s not that bad, I guess. So, you need to make sure that your site’s content is of top-notch quality:

  • unique content
  • relevant images
  • relevant videos
  • relevant presentations

Penguin and in-bound links

This update was primarily aimed at aggressive and formerly grey hat link building methods. Many companies out there keep on adding links to their sites in the footer of each site or template they create. That was kinda OK before. But the penguin changed it all. Though some companies still put their links in footers, there are examples of sites that suffered really badly from that. For instance, WPMU.org was deindexed in a very harsh way. And when they contacted Matt Cutts as for the issue, he clearly stated that it was because of their footer links. So, they had to somehow remove most of their footer links (in their templates) and now they seem to be back on track. Keep in mind that we’re talking about the cases when footer links are keyword-rich. It still seems to be OK if you have just your brand name there. But better stay away from the area if possible.

Natural links

You need to keep in mind the following things if you want Google to see your links as natural ones:

  • build links steadily (don’t get 1000 within a day or two)
  • differentiate your anchor text (don’t use just your keyword but also make sure to include your brand name, URL, synonyms)
  • guest-posting (don’t put links in footers, blogrolls or other suspicious spots that result in sitewide links)

And treat it seriously because if Google starts thinking you’re a bad buy and punishes you, it’ll be for a very long time.

Quality links

You may be confused at this point what is a quality link. So, let me give you a few tips:

  • High page rank (yes, it still matters in some cases)
  • The amount of outbound links from the page you consider putting your link on
  • Non-sitewide and not in the footer;
  • Relevance (the page you put up your link should have something to do with your site)
  • Large amount of inner links
  • High traffic
  • The amount of pages indexed by Google
  • Domain age (the older the better)
  • No links to porn or pharmacist sites.

The bottom line

If you permanently provide quality content and build links in an ethical way, you’re safe from any Google update (unless they go really crazy). If you feel that your current SEO campaign may be qualified as suspicious for some reason or other, cut it out and do it fast until it’s too late to apologize.

Post By Kenneth von Rauch (2 Posts)

Kenneth von Rauch is all about web design and web development copywriting. He’s with WebDesy.com where he does SEO and high-quality content creation. Ken is confident that quality content combined with the best inbound marketing practices works wonders. Hopefully he’s not wrong. 🙂

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Kenneth von Rauch is all about web design and web development copywriting. He’s with WebDesy.com where he does SEO and high-quality content creation. Ken is confident that quality content combined with the best inbound marketing practices works wonders. Hopefully he’s not wrong. :)

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