Content: The heart and soul of SEO

search engine optimisation

Content: the heart and soul of SEO

When competing in search engine rankings, there is really only one key thing you need to consider these days: content. While search engines index sites in many different ways and look at all kinds of criteria, from link building to keyword placement, there is a still a requirement for original, unique content. This need for fresh content is currently at the forefront of search engine optimisation.

For Google at least, it’s all about relevance. It’s one thing to try and litter your sites with links and keywords but search engine optimisation has grown increasingly more complex, and this simply won’t do the trick any more. To keep up with changes in search engine algorithms and rules, a fresh approach is what is needed. There are now caps on how many inbound links a young website (6 months or less) may be ‘allowed’ before Google considers it spamming and if you litter your site with too many keywords your site will face penalties, even suspensions. This makes search engine optimisation better all round but also demands more thought, strategy and care when considering SEO campaigns.

Page rank has always been a central consideration of search engine optimisation strategies but in recent years, due to recent Panda and Penguin updates to the Google search algorithm, things have changed. Page rank is, in essence, a representational value of the link structure of your site, taking into account internal and inbound links and measuring your relevance by the strength or ‘value’ of the link’s origin. This led many search engine optimisation strategies to focus primarily on only pushing reciprocal links to sites that had a page rank of 6/10 or more. Of course, this goes against the whole process and so Google bounces back with ranking penalties for sites it does not deem to be linking ‘honestly’ or spamming. A higher page rank doesn’t necessarily correlate with a higher search rank either – you need to work on creating a steady network of inbound and outbound links to maximise your search engine optimisation campaign.

Search engine optimisation is all about relevance and unique, organic content. While keeping ahead in the world of search engine optimisation may seem like a daunting task for smaller business, it actually evens the playing field, giving your business an almost equal opportunity to gain a share of the market through online campaigning as some of the bigger businesses. Many businesses seek external help when they consider the endless search engine algorithm changes. This leads to a healthy competition among ecommerce companies and is testament to the importance of search engine optimisation when building your business. Seeking external sources that can provide advice and input on a good search engine optimisation strategy could be a boon to your business. The main objective regardless, should be to keep your strategy simple, honest and relevant to your target customer base.

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