How can you future proof your SEO

The world of SEO has changed dramatically since Google ballooned into the world’s leading search engine. The days of keyword stuffing, paying to get your link included in lots of low-quality websites are over. Why? It simply doesn’t work anymore. Google has invested billions of dollars in making sure that their algorithm is as human-like as possible.

Taking the above into account, how would you find out if a piece of information is relevant or not? You would read it, check for high quality and conduct some research to see if the information is supported or not.

Google’s algorithm does something very similar. For instance, if a web page is filled with grammatical errors, doesn’t bring any new information to the table and has low-quality backlinks, Google will push it down/ replace with a better web page.

How can you future proof your SEO

Remember this: Google’s bread and butter is advertising revenue. They need to give people the most relevant pages to each search engine query. This is to ensure that they can target searchers with the most relevant ads so that they are more likely to click on it. The better they are at giving advertisers good ROI, the more long-term revenue they generate. As a result, whenever “SEO experts” find a loophole, top search engines work hard to shut it down.

This isn’t them being evil… just protecting their interests.

Therefore, the days of low-quality content, which is then linked to with the same anchor text, and other similar techniques are over. In the past, people enjoyed ranking boost by created web pages for search engines. Now, they will need to create web pages for people or get pushed down.

So how can you future proof your SEO and avoid all the issues others face?

1) Instead of keywords stuffing and trying to hit certain percentages, think about value first. Every topic has multiple avenues, so which other topics are a piece of content linked to. It helps the search engines to know what your content is about.

2) Good long form content outperforms short content. This is because you can hit more sub-topics (see the first point). Therefore, invest in content creation and design. A good writer will naturally include the context and carry out the research Google’s algorithm checks for.

3) Google voice searches are on the rise. As a result, keywords will have little relevance. Good, engaging content will be king.

4) What you have been told about Google Page rank from “experts” is a lie, in fact, Google dropped Page rank.

5) Design, speed and mobile responsiveness of your site will increasingly make a big difference to search engine ranking. So it is worth making your website AMP ready.

In conclusion, SEO is no longer a game of “What can I get away with before Google finds out?”. Create great content for your target audience and manually reach out to reputable and relevant websites for a link. Repeat this process. After some time your site will naturally rank for a multitude of terms. Do this and you won’t wake up one day to see your ranking go down the drain.

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