Tara Geissinger

New SEO Rules: How to Keep Google Happy

By: Tara Geissinger | April 25, 2013 | 
74

Google Penguin & PandaIt’s not breaking news Google has been changing things lately.

A lot. About once a month, in fact.

The old ways of optimizing websites and content for search engine optimization are no longer as effective.

Google has changed it up, and today there are new rules we all should follow.

Personally? I think it’s for the better!

The Way We Were

A few years ago, SEO was fairly simple.

If you wanted your website to rank for the term “Atlanta pest control,” you would:

  1. Optimize your website for that term; and
  2. Publish content (articles, news releases, etc.) around the web with links back to your website embedded in those keywords.

The concept and theory was simple. If the links to your web pages were embedded in specific keywords, Google would realize the page on the other end was relevant to that keyword. These contextual cues pushed your pages up higher in the search engine rankings for those keyword terms.

It was so easy — yet in most cases, your competition wasn’t even doing it. Once you knew what to do, it was like unlocking a secret door leading to a room full of qualified customers.

It became easy for businesses to single-handedly push their sites to the top of the search engines — and that defies the original purpose at Google from it’s beginning.

In short, their goal is, and has always been, to display the most relevant, useful, and popular content at the top of the search results. And while the “relevant” part is determined by the content on the page, and the “useful” part is partially determined by the number of links, the “popular” part needs to be determined by people — and that’s what’s driving the changes.

Pandas and Penguins = Big Changes

Links are a “footprint” in a sense. When people are talking about (linking to) information on a webpage, this is an indicator of the “usefulness and popularity” of a page. But because site owners can produce their own content and link back to it, search engines needed a way to determine natural links from self-generated links.

Recent updates to the Google algorithm look for “unnatural” linking profiles. One effective ways to do this was to evaluate the text in which the link was embedded. It’s highly unlikely the majority of a bunch of random people would just so happen to embed your link neatly into a keyword like “Atlanta pest control.”

In fact, continuing to approach your SEO like this could result in penalties from Google for being a “spammy” marketer. I know I’m not the only one who feels panicked at the idea of being blacklisted by Google!

Here are a few things you can do to follow the new SEO rules, correct old content, and ensure new content gets the green light from Google:

1) Edit your old links. If you have existing articles, news releases, and other types of user-generated content you can edit, now is the perfect time to go back to those pieces and change your linking strategy. Use the Google Keyword Tool (or whatever method you prefer) to identify several keywords or phrases you can target. Change the links in these old documents so they are varied. Linking to your website (or each other) using relevant, but different, phrases.

2) Write new content for the reader, not Google. If content wasn’t king before, it most certainly is now that companies such as Coca-Cola and Ben & Jerry’s are embracing the concept of content marketing. What does this mean for you? With millions and millions of pieces of content being published daily, your content needs to stand out! The best way to do this is to speak directly to your reader.

What types of issues are your customers struggling with? What are the most common questions you field every day? Writers who selflessly answer questions, provide free information, and are genuine online are typically the ones who see their influence grow.

3) Link outside the box. Besides the “obvious” places such as directories and article and news release distribution, where else can you publish content and get links back to your site? One solution is exactly what I’ve done here today: Guest blogging. Find blogs that are relevant to your industry or your target audience and get to know the authors. When you have a topic that you think their readers would like, pitch it!

According to a recent article in Search Engine Watch, links from social media platforms such as Twitter, Google+, or Facebook should also play a part in your current link building strategy. These links come from trusted sources and have the potential to be shared with millions of readers. While the direct effect of these links can be difficult to measure, their potential is undeniable.

Producing quality, engaging and share-worthy content is key to online visibility. But, link building is still very relevant when it comes to rankings! How are you using link building strategies to boost your visibility? Have you changed your strategies based on the Google changes?

About Tara Geissinger


Tara Geissinger is an SEO and content marketing expert by day and triplet mom by night. As co-owner of the online visibility firm, SEO Content Solutions, and online news release distribution firm, Online PR Media, Tara has helped thousands of businesses get more visibility online. From helping Macy's optimize their product descriptions to working behind-the-scenes with some of the largest SEO and marketing firms in the world, she is one of the best kept secrets in the online marketing niche.

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74 Comments on "New SEO Rules: How to Keep Google Happy"

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Howie Goldfarb
3 years 5 months ago

Thanks for the tips Tara!

TaraGeissinger
3 years 5 months ago

Howie Goldfarb You’re very welcome! Hope you’re having a great week!

KarenMarciano
KarenMarciano
3 years 5 months ago

Guest blogging is quickly becoming such a solid way to get quality backlinks.. great job highlighting these changes and advising how to deal with them!

TaraGeissinger
3 years 5 months ago

KarenMarciano Thanks Karen. 🙂

crestodina
crestodina
3 years 5 months ago
Great post, Tara. I just had a conversation with someone about the SEO value of social media links. It’s hard for me to believe that Google would care much about a link in a tweet. If they did, wouldn’t Twitter instantly fill up with spam? (that’s what happened to blog comments back in the day) But obviously, social activity has benefits for actual humans! …and that’s the test. If it doesn’t help a visitor, it’s probably not super valuable to search engines, right?  I’m a compulsive guest blogger. I love that it’s relevant to both search and social. Guest blogging… Read more »
TaraGeissinger
3 years 5 months ago

crestodinaExactly! I think that is the key here. There is no “easy” button when it comes to SEO. Google has always been very upfront about their goal — to provide users with the most relevant search results. They may have fine-tuned their algorithm, but if you’ve been creating content instead of just noise, you’ll be just fine!

ginidietrich
3 years 5 months ago

crestodina Speaking of…it’s time for you to appear here again.

crestodina
crestodina
3 years 5 months ago

ginidietrich I submitted one yesterday! Ask Lindsay if you’d like a sneak preview.

belllindsay
belllindsay
3 years 5 months ago

ginidietrich crestodina Already dealt with Gini.  You’d think you’d been away for two weeks or somethin’!! LOL

Liyya Mohammed Hassanali
Liyya Mohammed Hassanali
3 years 5 months ago

I think we’ve all felt that scare due to Google’s changes, but I love that you explain how to go about making it right to stay within good standings!

TaraGeissinger
3 years 5 months ago

Liyya Mohammed Hassanali Yeah, nowadays it’s more about linking naturally rather than linking over and over and over again using the same phrase. 🙂

ginidietrich
3 years 5 months ago

Very good, solid tips here. I think your second point is the most important. I love to see how we can increase our own SEO through blog posts here, but I always write my content first, then I go into the keyword tool to see if I’m using the right phrase, then I write the headline, then I do the rest. It’s a little backwards, but it always ensures I’m writing for humans and not the robots.

TaraGeissinger
3 years 5 months ago

ginidietrich Not backwards at all! 🙂 You’re doing it 100% right — and that’s why we all come back day after day to read what you have to say!

ginidietrich
3 years 5 months ago

TaraGeissinger And here I thought it was because of my charming personality. Sigh…

belllindsay
belllindsay
3 years 5 months ago

ginidietrich TaraGeissinger It’s because of me. Sheeesh. 😉

HughAnderson
3 years 5 months ago

Nice to read a post about SEO that reads like its by a normal person for normal people 🙂 Working as I do with PR pro’s on blogger outreach, I am increasingly seeing SEO consultants getting involved in these ethical, quality link building practices. In fact “link earning” seems to be the favoured buzzword at the moment.

TaraGeissinger
3 years 5 months ago

HughAnderson Love the idea of ‘link earning!’ How wonderful it would be if we all wrote content worthy of links! I think that’s where social media really impacts link building — the social proof that your content is being shared or +1’d says a lot about the quality.

belllindsay
belllindsay
3 years 5 months ago

TaraGeissinger HughAnderson AMEN Tara. I will preach til the end of days that your content has to be QUALITY!! First and formost. Another great post. 😀

adammbsmith
adammbsmith
3 years 5 months ago

HughAnderson Ironically this form of ‘ethical’ link building has always existed and always worked very well. Blogger Outreach for example.
However, it was always faster/cheaper to use tools like SeNuke and buy links from Blog Networks to increase rankings quickly.
After years of all talk and no trousers, Google seems to be finally acting on their best practice guides. The only downside is that this could give rise to Negative SEO, where you blast a competitor with loads of bad links from Bad Neighbourhoods.

HughAnderson
3 years 5 months ago

adammbsmith That’s an interesting take that I hadn’t thought of. Using negative link-building as a weapon. Seriously unethical. And seriously damaging to reputation if caught so surely no-one would risk it?

TaraGeissinger
3 years 5 months ago

HughAnderson adammbsmith I have heard other rumblings where people are concerned with the potential for competitors to use negative SEO — but I haven’t seen any examples of it yet. I agree, it would be a huge risk if you’re caught!

adammbsmith
adammbsmith
3 years 5 months ago

TaraGeissinger HughAnderson adammbsmith Ah, but the chances of getting caught are minimal if you know what you’re doing *maniacal laughter*
… ahem.
But not to worry, because the reason people who are good at SEO don’t bother with Negative SEO is that it’s much more cost and time effective to just do good work on your own sites.
Also, your target would have to be a weak website for it to really have an impact.

KimberlyReynolds
3 years 5 months ago

Nice job Tara – great info, easy to read and understand.  Thank you so much!

Frank_Strong
3 years 5 months ago

Nice post, Tara, but a question:  directories?  Really?  I’ve read the heads long fell off the chopping block. One SEO I worked with pretty much freaked out when he heard of plans to submit to directories. What’s your take?

TaraGeissinger
3 years 5 months ago

Frank_StrongI think it depends on the quality of the directory. Biznik or American Express open forum, for example, are higher quality places to publish articles. I’ve also noticed Yahoo! Voices articles showing up in organic Google results. Again — it all circles back to quality. 
I’ve found this to be useful when planning link building: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66356

Frank_Strong
3 years 5 months ago

TaraGeissinger AMX Open Forum, yes please. Totally on board with that! I thought you were talking about the traditional search engine directory submissions.

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chamroeunoscar
2 years 8 months ago
Diarra targeting first-team return   <b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported,West Ham midfielder Alou Diarra is hoping to return to the first team after recovering from a knee ligament injury. The 32-year-old injured his knee in a 2-1 League Cup win over Cheltenham Town on August 27 and it was initially feared that he would have to sit out the entire season. The France international has recovered surprisingly quickly, though, and was able to play 90 minutes in a friendly against Gillingham on Tuesday. He is hoping to continue his speedy progression and may even make his comeback in West… Read more »
chamroeunoscar
2 years 8 months ago
Greece evens to keep seventh clean sheet on the bounce   <b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported,Rock-solid Greece face Romania this evening in the first leg of the 2014 World Cup qualifying play-offs looking to create an advantage before Tuesday’s return match in Bucarest. And given the team’s impressive defensive record of late, nobody is surprised that boss Fernando Santos is looking to pay special attention to the defensive phase of the game in the Romania clash. “The team made history at Euro 2004 by concentrating on the defensive side of the game. An identity like that is not easy… Read more »
chamroeunoscar
2 years 8 months ago
Liverpool eyeing Dennis Aogo   <b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported,Liverpool are weighing up move for Hamburg defender Dennis Aogo, according to German daily Bild. The Reds have been alerted of the player’s potential and they are reportedly looking to lure him to Anfield. And with the defender likely to be available for mere £2.5 million, the Reds are expected to try and wrap up the deal in the January window. The 26-year-old has managed to kick-start his career while on loan at Schalke, and the Miners have the option to turn his loan deal into permanent move at the… Read more »
chamroeunmata
chamroeunmata
2 years 8 months ago
Pepe eyes Juventus comeback   <b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported,Simone Pepe is determined to overcome his injury hell and return to the first-team fold at Juventus. The 30-year-old Italy international suffered a serious thigh injury in 2012 and has been frustrated in his bid to regain full fitness. Having been limited to just one appearance since the start of last season, as a substitute against Lazio on November 17 2012, he admits there were times when he doubted his ability to play again. “It’s been hard. To go a year without playing, for someone who is a footballer, is… Read more »
thonmey
thonmey
2 years 7 months ago
Celtic´s Lustig set to miss four months   <b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported,Celtic defender Mikael Lustig faces a four-month injury lay-off with a hip injury, having undergone surgery this week. The Sweden international has featured 26 times for the club in all competitions this season but is expected to return to action in March or April. Manager Neil Lennon confirmed the news on Friday while revealing that the 27-year-old had been forced to play through the pain before going under the knife this week. “Lustig had surgery, (and will be out for) four months,” Lennon said. “He had both… Read more »
chanhengmey1
chanhengmey1
2 years 7 months ago
Messi blasts Barca official   <b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported,Barcelona star Lionel Messi has slammed the club’s vice-president and insisted he has not asked for a new contract. Messi, winner of the Ballon d’Or for the past four years, is currently sidelined with a hamstring injury. The 26-year-old Argentinian signed a five-year contract in February, but is allegedly not the highest earner after Neymar joined in the close-season. Stories emanating from Spain had suggested that Messi wanted a new deal, but the player has completely refuted those claims.as reported by <b><a href=”http://indo11.com”>Indo Eleven</a></b>. And he also blasted vice-president Javier… Read more »
chanhengmey1
chanhengmey1
2 years 7 months ago
Napoli linked to Zouma, N’Koulou   <b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported,Napoli are keeping close tabs on Ligue 1 stars Kurt Zouma and Nicolas N’Koulou, according to Il Corriere dello Sport. The Azzurri are determined to sign a central defender among other players in January and they have been linked with a host of footballers from top European leagues. But, while their interest in Daniel Agger seems to have cooled off, Napoli are still keen on Saint Etienne starlet Kurt Zouma.as reported by <b><a href=”http://indo11.com”>Indo Eleven</a></b>. The Azzurri could be making a move on the 19-year-old as early as January,… Read more »
chanhengmey1
chanhengmey1
2 years 7 months ago
Phillips poised for January Palace exit   <b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported,Veteran striker Kevin Phillips will leave Crystal Palace in January in search of a club closer to his Midlands home. The 40-year-old is yet to feature for new Palace manager Tony Pulis, who took charge last month, and has held talks with the Welshman to confirm his exit next month in search of regular first-team action in what he has said will be the final season of his career. Phillips is assured of a place in Palace folklore after scoring the only goal from the penalty spot in… Read more »
chanhengmey1
chanhengmey1
2 years 7 months ago
Redknapp slams Villas-Boas´ signings   <b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported,Andre Villas-Boas has nobody to blame but himself for his sacking at Tottenham, according to predecessor Harry Redknapp. Villas-Boas was dismissed by the club on Monday following a 5-0 defeat to Liverpool at White Hart Lane a day earlier, with Spurs seventh in the Premier League. QPR manager Redknapp believes Villas-Boas’ player recruitment, following the sale of Gareth Bale to Real Madrid in September, has ultimately cost him his job. “You can’t blame the club, with the amount of money they’ve spent on players,” he said. “Unfortunately (Villas-Boas) bought a… Read more »
thonmey
thonmey
2 years 7 months ago

Ancelotti hopes Real Madrid can do well forever
 
<b><a href=”http://indo11.com”>Agen Bola</a></b> terpercaya indo11.com reported, Carlo Ancelotti, a manager of Real Madrid, wishes that his side can play all the game as the same standard after their 3-0 win over Atletico Madrid.
Pepe, Jese Rodriguez and Angel Di Maria are the scorers to help Real Madrid win over opponent.
The victory makes the manager feels very happy about his side’s performance and effort and hopes that the club will do well forever, as reported by <b><a href=”http://indo11.com”>Agen Judi</a></b> terpercaya indo11.com.

Ratih Gema
2 years 7 months ago
Van Buyten Ingin Bertahan Di Bayern Munchen Berita terbaru dan terkini dari <a href=”http://cityholidaybet.com”>agen bola</a> City Holiday – Bek tengah Bayern Munich Daniel Van Buyten menyatakan dirinya ingin meneken kontrak baru dengan klub, meski ia hingga kini belum ditawari. Agen bola <a href=”http://cityholidaybet.com”>City Holiday</a> Terpercaya – Van Buyten menyebut tidak ada klub yang lebih baik dari Bayern di dunia. Meski begitu, ia tidak kecewa dengan belum jelasnya masa depan dirinya di Allianz Arena karena belum adanya tawaran kontrak baru. Van Buyten menegaskan dirinya tidak akan meneken kontrak dengan klub lain sebelum berbicara lebih dulu dengan Bayern. “Kalau Anda pemain Bayern… Read more »
gga0385
gga0385
2 years 6 months ago
Muller unaware of Barcelona offer <a href=”http://cityholidaybet.com”>Agen Bola</a> terpercaya Cityholidaybet.com reported – Bayern Munich attacker Thomas Muller has made it clear that he is unaware of any potential offers for him amid rumours linking the 24-year-old with a move to Barcelona at the end of the season. The Spanish champions allegedly see Muller as the ideal addition to their squad, with club president Josep Bartomeu already having sanctioned a summer transfer. Nevertheless, Muller has insisted no official bid has been made for his services. “Has an offer been made for me? I don’t think Bayern would be able to confirm… Read more »
dda0385
dda0385
2 years 6 months ago
Alexis : I want to emulate Ronaldo <a href=”http://cityholidaybet.com”>Agen Bola</a> terpercaya Cityholidaybet.com reported – Barcelona attacker Alexis Sanchez has voiced his admiration for Ronaldo and dreams of emulating the former Brazil star at Camp Nou. The 37-year-old enjoyed a successful one-season spell at Barcelona in 1996-97 as he netted 34 goals in 37 La Liga appearances, while also winning the Copa del Rey, Supercopa de Espana and Cup Winners’ Cup with the Catalans. And Alexis is keen to follow in the footsteps of his idol. “They told me the numbers that were available at Barca when I came here. As… Read more »
Eko Dinda
2 years 6 months ago
Diego Costa : I can do much more for Spain <a herf=”http://cityholidaybet.com”>agen bola</a> terpercaya Cityholidaybet.com reported – Diego Costa insists he can do a lot more for Spain after a fruitless first display for his adopted nation. All attention was on the Brazilian-born striker as he lined up for Vicente Del Bosque’s side for the first time, but the limelight was stolen by his Barcelona rival Pedro, who netted the only goal of the game to beat Cesare Prandelli’s men. Costa, though, said he was delighted to have represented la Roja and insists this is only the beginning of his… Read more »
Ratih Gema
2 years 6 months ago
Januzaj Punya Tiga Pemain Idola Berita terbaru dan terkini dari <a herf=”http://cityholidaybet.com”>agen bola</a> City Holiday – Seperti para pemain sepakbola lainnya yang mempunyai sosok panutan, Adnan Januzaj juga punya pemain yang menjadi idolanya. Pemain Manchester United ini punya tiga pemain idola saat dirinya masih kecil. <a herf=”http://cityholidaybet.com”>City Holiday</a>.Terpercaya – Saat tentang ditanya tentang siapa para pemain idolanya, Januzaj menjawabnya situs resmi klub. “Saat saya kecil saya selalu menonton para pemain besar dan pemain tenar. Saya suka menonton Zinedine Zidane, Juan Roman Riquelme dan Kaka. Sulit memilih satu pemain namun saya selalu melihat mereka semua dan suka dengan cara mereka bermain,”… Read more »
gga0385
gga0385
2 years 6 months ago
Adrian Clarke Eks Gunners Minta Arsenal Waspadai Adebayor Berita terbaru dan terkini dari <a href=”http://cityholidaybet.com”>agen bola</a> – mantan pemain The Gunners Adrian Clarke meminta mantan timnya agar mewaspadai striker Emmanuel Adebayor. Menurutnya Adebayor adalah pemain berbahaya yang bisa menyulitkan Arsenal. <a href=”http://cityholidaybet.com”>city holiday</a>  Terpercaya – Pemain asal Togo itu saat ini menjadi andalan Tim Sherwood di lini depan Spurs untuk urusan menjebol gawang lawan. Statistik gol Adebayor di Premier League memang cukup bagus. Dari 14 laga ia bisa mencetak delapan gol. “Dia mempunyai musim yang bagus. Dia akan menjadi pemain yang harus diwaspadai Arsenal. Arsenal pasti sudah tahu saat dia… Read more »
Eko Dinda
2 years 5 months ago
Marquez : Lorenzo Mungkin Punya Dendam Berita terbaru dan terkini dari <a href=”http://cityholidaybet.com”> agen bola</a> City Holiday – Pebalap Repsol Honda, Marc Marquez berpendapat rival beratnya, Jorge Lorenzo mungkin merasakan dendam tersendiri soal gelar dunia MotoGP yang ia rebut tahun lalu. <a href=”http://cityholidaybet.com”> Agen bola</a> City Holiday Terpercaya – Marquez yang menjalani pertarungan sengit dengan Lorenzo sepanjang musim lalu, sukses merebut gelar dengan koleksi enam kemenangan, dibanding Lorenzo yang meraih lebih banyak kemenangan (delapan). “Soal Jorge iri atau dendam pada saya soal musim 2013, saya tak terlalu tahu. Tapi membayangkan saya mengambil alih ‘tempatnya’, mungkin ia memang merasa marah pada… Read more »
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