Adam Bunn, director of London-based SEO agency Greenlight Search Marketing, said Google update Panda does not affect the SEO landscape, but “is not something most companies have to worry about in particular “.
“Panda and Objectives for only a small minority of poor quality sites, and the things that companies need to do to avoid hitting Panda are the things that every good business should be done anyway,” Bunn told ZDNet Asia in an e-mail interview.
In other words, he said Web sites should always be well written and provide a rich user experience to keep visitors ‘happy’ on the site. This is the basic requirement for almost all online sites, he added.
For example, the content can not be repeatedly connected to one or more keywords and what the company wants to express a message to the public should be clear page title, meta description and URL (Uniform Resource Locator).
Implementation April 11, the algorithm Panda twist considerably changed the way Google ranks search engines and Web sites was one of several efforts the company to improve its quality of research. In February, Google announced a corporate strategy of targeted content or sites that reproduce the content, especially to exploit research results and objective optimized sites that consists of “content quality spammy or low.”
John Ng, director of digital marketing agency Mezmedia, said that bumping up the site ranking is not just a matter of perfecting the art of search engine optimization. He said the e-mail tips SEO services can be found everywhere, but these tips could end up “not really change anything, if your site is poorly designed to begin.”
Ng and Bunn describes 10 ways companies must keep in mind when you try to improve their site ranking on search engines. When contacted, Google and Microsoft spokesman also referred to their tools online webmasters offering tips to optimize the ranking of the site on Google and search engines Bing, respectively.
1. Create useful content to readers.
This should be the goal for any site, especially since the disc behind Google’s decision to update its algorithm generally focus on providing content that is high quality and relevant to users. Ng noted that the original content writing is not easy and requires considerable resources and time, but it reminded companies of their ultimate goals.
“Give great information and people will visit and link to your site and increase your page rank,” he said.
He added that companies also risk the possibility of dramatic site in the rankings, if they prove to be “cheating” by using tactics such as content or a link to the list of crops to boost research.
2. Be unique.
“The search engines hate duplicate content,” Bunn said, but noted that the original content aside, the companies basically have to think the proposition from the site.
“It’s really different from hundreds or thousands of other sites that offer the same thing? What makes the site important? If the answer to this question is” no “, then it will be difficult to achieve sales success,” he said.
3. Research in the SERPs.
Pages of search engine results (SERPs) are now populated by a wide variety of traditional content such as video links, news, maps, photos and business information, Bunn said. Therefore, companies must first understand what kind of results usually appear in their target keywords. For example, he noted that some keywords, optimize your images or maps of the charts are the fastest and easiest path for increased visibility online.
4. All keywords.
Ng explained that in addition to the text itself, other features on the site, including the URL, image, name and links also reflects the content using keywords that users will likely use in the research. The site will be more organized and better controlled by the search engines.
For example, when naming an image “chicken.jpg healthy” and not “image001.jpg” images can be found in image searches, he said. Similarly, the use of a link that says: “Our menu offers healthy options” rather than “For more information, click here.”
5. Do not use a flash to keep the main content.
Search engine spiders can not read Flash, Ng said. Thus, even if Flash can be optimized for research, dedicating resources to it is “generally not worth it,” he said. Flash can be used to create impressive animations around the site, but not to keep the core content of the site, he advised.
6. measure.
Metrics is a must for all web sites and requires constant attention, Ng said, adding that there are different options available today, including free ones like Google Analytics.
“Look at the numbers closely. They tell you what your visitors are doing, which page is better, how long they stay, the sites that come and so on.
“We know what your visitors want and give them more of the same. It is common sense,” he said.
7. Optimize the speed of page loading.
This component is more important than people think today, according to Bunn, who said the speed at which a page loads were a factor in Google ranking algorithm in April 2010. “To make the most of your pages must be fully charged in less than a second,” she said.
8. Watch for bounce rates.
“Bounce” occurs when a user clicks on a Web site after a search, only to return immediately (or “bounce”) Back to search results. Search engines collect information about bounce rates as well as confirming their doubts about the quality of your Web site, or the lack thereof, Bunn highlighted.
A high bounce rate has become more important now that Google offers users the ability to shut down or block the site so as not to appear in the results of future research, he said.
9. SEO does not exist in a vacuum.
Search Engine Optimization should be adopted as part of the marketing of the wider society. Employees who are responsible for the SEO company should be aware of the latest trends in related markets, channels and communities, such as social media and television, and are often able to “shoulder more of their SEO campaigns,” he Bunn said.
He emphasized that the insurance price comparison in the UK market comparison of the company, which in 2010 launched a site called “Compare Meerkat” by the interest generated by the TV ads participation of meerkats, and the growing number of web searches containing the keyword “meerkat”.
10. A trained technician.
Bunn is well known that most dressed in web development to know a little ‘search engine optimization, but it would be “unfair” to rely on them as experts.
He suggested companies are looking for experience SEO for the start of construction or renovation of a Web site, because it saves a lot of money down the line.
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