Today’s search results are crowded with ads, question boxes, featured snippets, and business directories. Moreover, it takes a longer time to generate organic search traffic through Search Engine Optimization (SEO), whereas, a successful PPC (Pay-per-Click) ad campaign can easily show your website on the top of the SERP (Search Engine Result Page). This makes website owners consider PPC is burying SEO. Undoubtedly, PPC can help to instantly enhance the brand visibility and secure a high rank, but keyword optimization is equally important to maintain the top rank and drive organic traffic to the website.
With 63,000 searches per second in Google (source: Junto), every website is competing to secure greater online visibility and reach the target audience. Amidst such a scenario, the relevance of SEO can never be entirely lost. In fact, if that were the case, would Google, or any other search engine for that matter, be called “search engines” anymore? What would be their difference from the random paid business directories?
Having said that, we must acknowledge that some traditional and black hat SEO tactics have become outdated, making people think that SEO is dead.
In this blog, we will discuss the outdated SEO strategies that you should do away with and also mention the necessary way forward.
Creating Numerous Pages and Posts
Gone are the good old days of creating a vast number of pages and posts to increase the size and relevance of your website. Now, the search engines rank individual web pages based on the merit of the page with respect to the search query or keyword.
Therefore, the focus should be to generate high-quality content that can adequately answer the user queries. It’s noteworthy that a relevant, informative, and well-articulated content with multiple keywords can rank for each of those keywords. Hence, there’s no point in making distinct pages targeting similar keywords.
Further, quality content has the potential to reduce the bounce rate and increase the reader’s time spent on the site. Thus, it plays a crucial role in improving on-page metrics.
At a glance: Targeting to enhance the user experience and not only optimize the keywords is the latest SEO tactic. Generating valuable content can improve the popularity of your website and drive more traffic.
Not Modifying Anchor Text
At one point in time, anchor text was a major ranking factor. For example, if you sought to rank for the keyword “web developer”, you had to acquire as many links as possible using “web developer” as the anchor text. With time, marketers started to abuse this strategy and search engines, like Google and others, constantly updated their algorithms to stop such malpractices. Consequently, several websites with excessively keyword-rich anchor text links got penalized for deviating from Google’s webmaster guidelines.
Therefore, it’s better to refrain from this manipulative practice and rather maintain a free flow of writing. The anchor text distribution for a natural link profile should display variety. Each link needs to be used in a different context that helps the readers to find relevant information. For example, descriptive, natural, and long-tail keywords can seamlessly merge with the content. Therefore, if your content discusses competitive rates of website design services offered by the company, then instead of simply using “Website price”, you may rephrase the anchor text as “how to develop a website at low price”.
At a glance: Search engines want the links to appear “organically” or “naturally” in the content. Using keyword-stuffed anchor text repeatedly may penalize your website. The anchor text should maintain contextuality and not look contrived in the context. According to the experts of any top SEO agency, the longer anchor text flows freely into the content.
Over Optimizing a Post for Keyword
Another traditional SEO strategy was to fully optimize a post for certain keywords. It used to affect the readability and user experience. To stop such practice of keyword stuffing, Google has released algorithm updates like Panda and Penguin. In fact, the latest updates enable the search engine to determine the value of the content on a web page.
Now, the aim of the search engines is not simply to match the exact keywords but to realize the intent behind them. Posts will be ranked on the basis of providing quality answers and top-notch user experience.
Therefore, increasing the Click Through Rate (CTR) should be your primary concern. CTR is generally used to measure the effectiveness of an ad campaign but has a considerable impact on influencing the organic search rankings as well. You can adopt multiple strategies to meet this goal. For example, a catchy and descriptive headline, along with an informative and compelling meta-description can draw the attention of the viewers. You can also modify the structure of your content to enhance its chances of being chosen for a featured snippet box.
At a glance: Enriching user experience and readability and striving to answer the users’ queries are more important than merely stuffing the content with keywords. The keywords should flow naturally, and not look forced.
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