Nowadays businesses are moving away from traditional marketing and are gravitating towards digital marketing, which is highly measurable, affordable and provides greater reach. Search Engine Optimization (SEO) is the process of improving the ranking of your website in the ‘organic’, or ‘natural’ section of the search engine results pages. If you want to grow your business, being easily found by your potential customers is key. Unless you’re an expert in the field, creating an effective online marketing strategy is a unique skillset best left to an SEO agency.
Since its inception in the mid-nineties, Search Engine Optimization has definitely changed in terms of techniques and methodology. The most current SEO practices should always be used since present-day approaches have adapted to, and reflect changes and advances in search engine algorithms. Previous tactics that worked previously can now be detrimental to your website’s rankings. With help from a knowledgeable and reliable SEO agency your business’ website can climb to the top of the search engine results pages (SERPs) throughout all major search engines, including Google, Yahoo and Bing.
One of the largest differences between past and present day SEO techniques is the significance that was given to a website that had a large quantity of backlinks–an incoming hyperlink from one website to another. When the first SEO techniques were developed, any SEO agency could easily use a large volume of backlinks–by buying links, footer links, or using link wheels–and the result would be increased rankings on the SERPs for the website.
But why did this change? It’s simple–because the search engines, namely Google, got smart. To protect their reputation as a top search engine, Google developed algorithms that specifically targeted poorly built pages, and ‘black-hat’ techniques—including those who used manipulative link-building. Presently, SEO techniques focus on quality over quantity.
Previously, another trick that an SEO agency would use is to ‘stuff’ their page with as many keywords as possible. Nowadays, Google can identify keyword overuse, which will significantly lower a website’s chances of ranking well in the SERPs. Good SEO agencies focus their efforts on writing quality content that contain the keywords for which a business wants to market itself. It’s also important for those keywords to be used in natural sentences, and for the content to contain the correct density of these keywords.
Don’t Use Invisible Text
Invisible text is another sneaky technique that was formerly accepted as a suitable SEO practice, since it would easily increase a website’s rankings. However, the times of manipulating the search engines to get higher rankings, and getting away with it, are over. Search engines have adapted to recognize invisible text, which could now get your website banned from the index completely.
Nowadays, one of the most effective ways to improve search engine optimization is through content marketing. Good content isn’t negatively affected by Google’s algorithm updates, and furthermore, contextually relevant search results are what people are looking for, and what the search engines want to find.
If you want to promote your business the smart way, and get results that attract your target audience, then look for an SEO agency that uses ‘white hat’ techniques, focuses on staying current and on top of the ever-changing search engine algorithms, and understands the value of good, optimized content.