Friday, May 18, 2012

Penguin Update Effectivness

You may be wondering how to handle some of the recent updates such as Panda and Penguin and whatever other black-and-white animal updates (Is the Zebra algorithm, next?) Google decides to throw at us website owners.

Here's the basic answer:  LINKS STILL WORK.  And they work well.  If links did not work, Google would not be so concerned about the effectiveness of them.  Also, if Google banned every single person they thought were buying links then you could just point a bunch of links to every competitor ahead of you, get them all banned and move to #1.  It just doesn't work that way.

Now, with that being said, Google is getting "smarter" about link profiling.  For instance, let's say you have a site about car insurance quotes.  Before these recent updates, you could just create the anchor text for 'car insurance quotes' and point a bunch of links to that anchor text and your rankings would typically rise over time (obviously this is a little over-simplified because there are hundreds of factors in Google's algorithm like content, the age of your domain, your title tags, etc. but you get the idea).  What's happening now is that Google is also comparing these anchors relative to other anchors that your site is linked to.  So if you have 1000 links with the anchor text 'car insurance quotes' and no other anchors or just anchors with other similar terms like 'car quotes', that looks very unnatural and typically Google will no longer count all 1000 links.  They may only count a few hundred of those links now instead of 1000.  This is why rankings have dropped
 for some people not because the site got banned or penalized.  It was simply over-optimized and Google is readjusting for that over-optimization by discounting links they think are out of whack.

So how do you determine what anchors Google is counting on your site?  You can use a variety of tools including Google Webmaster Tools but we use a site called AHREFS to view the "Anchors" for our sites and for our competitor's sites. There are other tools too but this is the one I  prefer.  I advise clients not to just optimize for terms like 'car insurance quotes' but to also sprinkle in more "natural" terms like 'click here', 'visit this website' and branding terms like 'Your Company Name' and ''.  These can prevent you from over-optimizing your site and getting your links discounted by Google.  They look "natural" because that's the way most bloggers or forum posts would link to your site if they were writing an article or post about you and your products.  Also, by using a tool like AHREFS, you can also view the anchors of the top sites on Google and try to match your link profile to their link profile.

Thursday, March 29, 2012

Role of SEOCOPYWRITING in Online Promotion

In today’s competitive online business promotion, SEO copywriting plays a very important role in increasing the visibility of business. To be a good copywriter you have to combine genuine interest in the product with marketing and technical savvy. SEO copywriting is a technique of writing the text that is viewable on the webpage in such a way that it attracts the surfer. The website is visited by different users around the world, so it is necessary that the language should be simple, effective and informative. SEO Copywriting traditionally optimizes web page copy by targeting keywords phrases. Keywords need to be blended in the content but there should not be keyword stuffing in the content or else it may harm the quality of the content. Its main aim is to rank high in the search engines for the targeted search terms. Good information rich copy is very important for the client’s product marketing. Copywriting also optimizes other on-page aspects such as Title, Description, Keywords tag, Headings and alt text.  The main purpose of SEO Copywriting is to play a leading role in the marketing campaign of a website. The main objectives of SEO Copywriting are:
  • The copy should be search engine friendly. As search engines focus on good quality content and give importance to websites with rich content.
  • There should be a proper structure of the copy. The content should be in order that will help the visitor to understand.
  • Making it compatible to both the visitors and the search engines.
The content of the copywriting should be eye catchy and should be able to convey the message of an organization to the target audience. Search engines always give preference to website that show genuine content and blacklist those that use additional pages or “doorway pages”. Such doorway pages are solely used for getting higher search engine rankings. Search engine looks for good quality, original website content and indexing pages. There are freelance copywriters who hire out their services solely to SEO, agencies or firms who specialize in SEO.