Search Engine Optimisation Techniques – How to Get Better Search Engine Placement Without Breaking the Bank
In the world of search engine optimisation, link building refers to actions aimed at improving the quantity and quality of internal inbound links for a page with the intention of elevating that page’s search engine ranking. Link building is one of the oldest forms of search engine optimisation and involves building inbound links from other sites with the purpose of improving the search engine visibility. SEO companies generally employ a set number of methods to build links as part of their search engine optimisation services. Here we will discuss four popular methods:
One of the most important rules of SEO is that content is the king. If your website contains very little original content, it will not stand out against the growing number of other websites. Search engines have a particular algorithm for ranking websites based on the volume and quality of their content. While Google and other major search engines have developed their own proprietary algorithms, many web designers have taken advantage of the availability of these algorithms through the incorporation of original content into their websites.
Link popularity is another crucial factor in search engine optimisation. A higher number of links pointing to a website indicates the belief by other websites that the website is of high quality. The more inbound links that are pointing to a website, the better chances of it being listed in the first page of the search engines results pages. Of course, the quality of the links does not have any direct bearing on the search engines rankings but they certainly contribute to making a site more visible to users searching for particular keywords.
Google loves inbound links. According to Matt Cutts, Google’s director of product management, “The more we can provide useful information on our platform without compromising our privacy, the more relevance our partners will see in our products and the more trust we can earn. We’ve been able to achieve this through both our engineering efforts and our partnership with publishers. Our approach to publishers has always been to build great relationships with them… Partnered programs give us the ability to offer even better results through our Google Webmaster Tools. And one of the ways we gain advantage through inbound links is by ensuring that our page is listed in the top 10 search results.”
Google’s latest algorithm update enables websites to receive a higher ranking if they make a relevant mistake when optimising their web pages. Matt Cutts states, “One of the things we’ve focussed on over the last few months is improving the quality of the links that we share with partners. One of the reasons that Google changed their algorithms was to focus more on external links than internal ones. Now that we’ve launched Chrome, the search engines we partner with are now seeing an increase in the amount of time that their users spend on their websites. This has been reflected in the search engine results pages – our sites are showing up in less time than the top sites.”
Whilst this does show a positive side to the whole process, I can also see where the optimizers may have gone wrong. The problem with the Google SEO team, is that they are so passionate about the products and the services that they want to promote on Google, that they prioritise every website above all others. As we have seen from the Google Analytics reports, their first few page results in the SERPs all contain links from other major websites. Many of these have been paid for, whilst many others are organic backlinks. So what is the result of all this? Well, over time, the optimised or PPC websites have been losing rankings due to their inability to maintain or continually attract quality inbound links.
Therefore, it is important to utilise white hat techniques to boost your website’s ranking in the search engines. If you cannot get this right, and Google are no longer prioritising your website’s link relevancy in their algorithms, then you are simply wasting your time trying to compete with the very best. I believe that over the past two years, the linking method used by the Google search engines has changed dramatically, and they no longer seem to be as focused on quality as they used to be. Although the algorithm changes may not affect how you rank on individual keywords or even within a niche market, the overall trend in Google’s algorithm changes, mean that the methods that your website uses to attract visitors no longer hold the same importance that they once did.
So, if you are looking to increase your link popularity and improve your search engine optimisation, you will have to focus on SEO white hat strategies such as getting outside links for your web pages. There are many different ways to do this, but the best way to go about it is to build a relationship with other websites within your target market, which can potentially result in better organic search engine positioning for your website in future. If you want to dominate your particular niche, and you want to get ahead of the competition, then you need to embrace the changing times and adopt new SEO techniques, which focus on SEO value rather than keywords. Your site will become more successful if you focus on what the searcher will find when they perform a search query on google, rather than concentrating on what the search engine wants you to show up for.