How to rank your website high on Google ethically – 2014
Over the past few years Google has become increasingly effective at targeting what it considers to be low quality sites. Reducing their prominence in the search results and leading many to espouse the mantra that SEO is dead' In truth, the idea that "SEO is dead” has been resurfacing every few years for over a decade and highlights nothing more than the rapidly evolving nature of search marketing as a whole? Go back a couple of years and rankings fundamentally came down to two things - the total quantity of links from external websites on-page relevance, derived from incorporating the desired target keywords. Thankfully, this is no longer the case with websites that attempt to manipulate search results being actively penalised, and those adding value to the internet rewarded.
THE IMPORTANCE OF CONTENT In a post Penguin and Panda world, success is predicated on pursuing a content-centric approach only through content can webmasters ensure that their websites send the correct on and on-site quality signals and avoid any form of penalisation. THE MOVE TO CONVERSATIONAL SEARCH Yet changes have not purely focused on aspects of quality.
More recently, updates such as Hummingbird have signified a commitment from Google to address changes in the ways that users are performing searches. With mobile queries set to surpass those from desktops before 2015, it is critical that search engines are capable of better understanding user intent, particularly in longer, conversational queries. For designers this is particularly important, providing a clear indication that Google may soon favour mobile users over those on desktop devices. Further evidence of this change can be seen through the recent expansion of the knowledge graph, providing users with detailed information on real world entities directly in their search results.
IS YOUR CONTENT UP TO SCRATCH? CREATING QUALITY CONTENT IS ONE OFTHE CORNERSTONES OF SEO SUCCESS. IF YOU GET THIS PART OF YOUR SEO STRATEGY RIGHT, YOU ARE CREATING A SOLID FOUNDATION FOR YOUR WEBSITE.
When Google crawls your site it will use a number of indicators to assess its relevance and then index it according to its perceived value. The content of your website is one of the clearest sign posts for Google to work out what keywords and phrases your website should be ranking for. so it is crucial to get this section of your SEO strategy right. WHAT DOES GOOGLE CONSIDER TO BE GOOD CONTENT? Recent Google updates have indicated that thin content pages with little or no relevant content are not likely to be ranked as highly as websites with more substantial, well-written content. Blog posts, interactive animations, videos and infographics are just some of the ways that you can engage your audience and drive traffic to your website Written content, however, is still one of the most important ranking factors for Google.