SEO doesn’t end with your website. You can use offsite SEO techniques to improve your reach and achieve brand ubiquity. Learn how to enhance your SEO strategy with tips for offsite optimization, brand expansion, and content marketing. MoreVisibility’s SEO experts can guide you through the most up-to-date offsite SEO techniques and methodologies.
The “Penguin” algorithm update from Google has certainly taken web spammers down a peg (or SERP ranking) by dishing out penalties for things like overused anchor text and duplicate content. However, it’s not just nefarious websites receiving a penalty. Many well-meaning companies can have spam elements on their site specifically targeted by Penguin. In many cases, these problem areas of a website are a matter of taking some shortcuts with content development. But, there are no shortcuts in quality SEO! If you’re concerned about Penguin penalizing your site, devote some time to these areas:
Titles — To be effective for both user experience and SEO, title tags need to be informative and descriptive. Google has only gotten more critical of title tags — often changing them entirely when a page ranks for certain search results. The title tag is not the place to cram keywords and branding — exactly the kind of thing Penguin is frowning upon. Make sure your titles are true to the theme of their respective pages.
Internal Links — Out of all SEO elements, internal links have probably drawn the most ire of Penguin. When building site content [http://www.morevisibility.com/services-seo-copywriting.php], you are totally in charge of what pages to link to and what anchor text to use. It’s all too easy and tempting to over-link to certain pages and/or continuously use the same anchor text — often a perfectly optimized keyphrase. The same goes for giant page footers filled with internal site links. Overdoing this type of optimization will raise a red flag. Include variety by blending synonyms for your keywords and calls to action in your anchor text.
Back Links — While you have less control over your back links, you should be discerning about them when you can. For your company link building efforts, shoot for variety (with different types of sites, content, and anchor text) and quality (by creating original content for sites that are reputable and relevant to your business).
Content Layout — Of course, your site should be content rich. But when you start repeating yourself, you’re treading on thin ice. Two pages meant to target slightly different versions of the same keyphrase are not helpful to the user and could be flagged by Penguin as being duplicative. Read through your site and ask yourself whether a page really provides new and useful information, or if it just retreads information from another page of your site.
Google’s Penguin update back in April caused a scramble in the SEO world as everyone reevaluated the tools and channels that they use to build ranking in the SERPs. Since Penguin primarily targeted SEO spam tactics and shady link portfolios, link building methods came under particular scrutiny.
For the most part, none of the rules had really changed. Compelling content on authoritative websites with relevant links back to your site is still considered good link building. However, website authority was being questioned more rigorously. There is also an unwritten rule of SEO: links that you must work harder to build are more valuable (which is why quality link building programs often turn into full-time jobs for some companies). With those two ideas, critical eyes turned on Squidoo.
Squidoo is a quasi-popular content site. Although it doesn’t get the same level of buzz as Tumblr or Facebook, it does get millions of hits and its articles (called “lenses” on the site) can rank highly in search results. Squidoo allows users to create content-rich multimedia pages on virtually any subject. Ordinarily, this makes it a great channel for building links. However, there is no barrier to entry — anyone can make a Squidoo account and start posting content. In light of the Penguin update, SEO experts speculated that Squidoo was a gaggle of spammers reposting or repurposing scraped content to score some links. In other words, Squidoo had no authority and was a quick way to get some easy links — low-value SEO in every way. Since many websites that were penalized by Penguin had Squidoo links in their portfolio, it was a compelling argument. But is that really the case?
Links and lenses are only granted visibility on the site for a limited time. After a lens goes live, Squidoo may soon change it into a “Work-In-Progress (WIP) lens. Lenses are given a WIP status when they lack visitors or haven’t been updated with new content after a period of time. Although the URL for the lens is still valid and users can reach the page via a direct link, WIP lenses don’t appear in Squidoo search results or outside search engines. In other words, once a lens becomes WIP, all of its link value is lost.
Currently, there’s no way to tell to what degree Penguin has devalued links from Squidoo. However, with the frequency Squidoo assigns WIP status, it’s doubtful that links from the site have any negative impact since they only come from active lenses. From a link building perspective, WIP lenses are a double edge sword. On one hand, would be spammers aren’t able to derive much benefit. On the other hand, real link builders might get more work than they bargained for. Building a successful lens requires a combination of design aesthetic, compelling copy and an interesting theme. Keeping that great lens from becoming WIP requires fresh content and updates, plus promotion on blogs and social media to keep visitors coming.
Then again, good link building is supposed to be challenging. Squidoo or otherwise, if you create original content through a variety of channels, your link building efforts will be successful.
There was a splash in the SEO world a few weeks ago when Google announced the dissolution or integration (depending on how you look at it) of Google Places. By incorporating Google+ into Google Maps and its business listings, users now have Google+ Local instead of Google Places. On the surface, it looks like Google is just continuing the expansion of its social media platform —like it or not, business owners have been forced onto Google+ to manage their Local pages. Why bother implementing this disorienting change? Will it bring real value to both users and business owners?
The quick answer is: yes. By looking at the old Places pages, you can tell Google had intended them to be more social than they really were. Google quit aggregating data from Yelp and other sources to push their own reviewing system. Later, they increased interaction by allowing businesses to post exclusive deals and coupons. But due to the limitations of the Places pages, this social type of usage never really took off. Most Places pages were more like stubs of information rather than go-to hubs of interaction.
Local pages changes all that. They’re like company Facebook pages, but arguably more robust because of integration with Google Maps, Zagat reviews, and Google+ (you can see how your circles interact with the business). Furthermore, Local pages will be indexed by search engines (Places pages were not). These two factors combine to provide great benefits for business owners.
As noted above, Local pages are robust offerings that encourage interaction between users and a business. A strong Local page is one that provides all the pertinent business information and has high user engagement (such as posting responses to reviews, starting hangouts, sharing updates, coupons, etc.). By keeping your Local page fresh and interacting with your customers, you can increase the page’s ranking in local search results.
Verify your listing, fill out your page, and start engaging your customers. When robust content and a high-ranking combine, your Local page could be the first and last place they visit before deciding to convert.