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Technology / SEO techniques

Tips for improving your SEO

Enhancing your website’s search engine optimisation (SEO) is no longer about flooding its content with keywords. Ranking high on Google requires a multifaceted approach.

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Not so long ago getting a great search engine ranking was child’s play.

To rank high on Google, sneaky companies filled their website copy with keywords and exact-match anchor text (hyperlinked keywords) that repeated over and over like a crazy person. At the time it made total sense and shot crafty operators straight to the top of the pops.

Something had to give; and it did. Google’s new algorithm has now made excessive use of exact-match text anchors a punishable offence and perpetrators can simply disappear off the rankings without a trace.

So how can you rank in Google now?

Firstly, use your exact-match anchor words as the icing rather than the cake. Keep your copy readable and credible for the Google scrutineers by using keywords in more flexible combinations that still catch the cogs of search engines. Link only about 10 per cent of your keyword combinations to your home page; link the rest to internal pages.

Make sure any links are a coherent part of your text, not just shoehorned into odd places that look clumsy and suspicious. And don’t forget that Google’s algorithm places more emphasis on one really high quality link than hundreds of random ones. In fact, clunky linking tactics can be totally counterproductive, damaging your ranking and even causing Google to remove pages from its index completely.

"Google’s algorithm places more emphasis on one really high quality link than hundreds of random ones. "

Add quality blogging to your mix and encourage people to comment on and share your blog. Every time someone makes a favourable comment or shares a post, it has a positive impact on your brand. Even negative comments can work in your favour, as these often spur readers to come to the blogger’s defence.

Want more articles like this? Check out the SEO techniques section.

Mix and mingle on social networks

Posting relevant, informative content on sites such as LinkedIn, Twitter and Facebook can greatly enhance your brand’s online presence. As with any social group, meaningful relationships take time to build and a clear, consistent strategy is critical to foster trust. Most social networks now consider spammers to be as insidious as smokers. Tolerance has become so low that anyone adding content to forums or group pages considered ‘spammy’ will generally be asked to leave.

Keep your content and comments on topic and resist the temptation to pitch for business unless the thread has specifically asked you to do so. Be interesting and informative. Be the oracle in community forums – it’s a great way to build a reputation as a leader in your field.

A consistently passive social media strategy might seem a frustrating, long winded way to go about chasing sales, but if done right, it will pay off in the end. The more you come across as a fund of knowledge, the sooner the funds will come!

Remember, it’s quality, not quantity

While Google’s clamp-down on exact-match anchor usage makes it harder to top the rankings, it’s a great opportunity for savvy operators to get ahead with frontline internet marketing tactics.

Does your website rank high on Google? What techniques have you used to improve your SEO?

Frederic Chanut

is a SEO expert and MD of In Marketing We Trust, a digital agency based in Sydney. He has a background in inbound and digital marketing gathered through work in France, UK and Australia.

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