Google, the world’s biggest search engine, is where the biggest changes have taken place, having had two major updates to its search algorithm.
Having had some time to fully understand the updates, the Panda update analysed several 'on-page' factors to determine the quality of a website, while their Penguin update looked at 'off-page' factors including the link profile that a website has built up over time.
How, might you ask, does this help improve organic web rankings in Google? Well, by improving the algorithm in these specific ways, Google was able to target methods used by ‘black hat’ webmasters trying to manipulate the old algorithm.
As a result of this, having an organic SEO strategy in-line with Google’s guidelines is absolutely vital for any business on the internet. There will also be businesses which have been caught in the crossfire, losing rankings and revenue, despite not adopting ‘back-hat’ strategies.
In such cases, digital agencies such as MintTwist, who have a dedicated SEO and Web Marketing team can analyse and audit your website, for both on-page and off-page factors, highlighting where the issue lies.
For businesses building new websites, the latest Google changes will affect the way in which they are designed and built. For example, our team of internal copywriters specialise in writing precise, optimised, quality on-page content that reads well for humans and can be easily indexed by Google.
Linkbuilding has for a long time been a core part of SEO. However the latest Google updates has placed much greater value on building authoritative and relevant links from other sites and within whatever niche you are in.
In conclusion, the last year or eighteen months have shown that Google is constantly trying to improve its service by updating its algorithm to prevent ‘black hat’ SEO techniques. By making it harder to achieve ‘quick wins’ businesses must follow their follow the guidelines to achieve success.
The guidelines themselves are available from Google and they are quite thorough. Here are some of the most important points that we would recommend:-
- Make pages primarily for users, not for search engines
- Avoid tricks intended to improve search engine rankings, a useful test is to ask, "Does this help my users? Would I do this if search engines didn't exist?"
- Don’t participate in link schemes designed to increase your site's ranking or PageRank. In particular, avoid links to web spammers or "bad neighbourhoods" on the web, as your own ranking may be affected adversely by those links
As a digital agency specialising in SEO and web marketing it ensures companies like MintTwist follow the guidelines, which are freely available from Google, to ensure our clients receive the best possible service and rank as high as possible for targeted keywords.
So, to answer our original question, organic SEO strategies are important for two main reasons:-
- Three quarters of all clicks in Google are in the organic search area
- Without an organic SEO strategy it will be difficult to use the web to your advantage and get the most out of it.
In property the saying goes - “location, location, location”. In SEO they saying now goes - “quality, quality, quality!”