With Google’s Panda and Penguin algorithm updates that have happened in the past few years, it’s no surprise that the search engine optimization aspect of digital marketing is constantly changing.
This volatility requires digital marketers to be agile with their tactics, frequently adapting to the latest guidelines that search engines implement into their algorithms. Throughout this post, I will help you understand which tactics you should not be using, because, let’s face it– they just don’t work anymore!
1) Get more links to rank higher
In the past, building as many links as possible without analyzing the linking domain was how SEO typically worked. By doing this, your website was sure to rank higher. Building links is still a very important part of ranking factors. According to Search Metrics, it is still top 5 most important rankings factors, but you must build links in a much different manor than you used to.
2) Write keyword rich content for better ranking
It used to be important that you write your content with the keyword incorporated exact match, but now Google uses latent semantic indexing (LSI), which was conceived around February 2004, and became more and more prominent within search through every update.
3) Only focus on links and content
About 5 years ago, SEO used to be all about getting tons of links, good code, and okay content. These days, most of the websites that are ranking really well have a large social following. People argue whether it directly or indirectly affects rankings, but either way it does have an impact.
4) Build more pages to get more traffic
Some people have the notion that if you have more pages, you will get more traffic to your website. Just like link building, creating content just to have more pages will not help you. Make sure you are focusing your content on quality, not quantity. If you do not have good content, you will not rank well and all of those pages you created will not help your cause.
5) Rank higher to get more traffic
There is a big misconception that higher rankings mean more search traffic. It is true that people will see your listing, but it does not mean you will get more click-throughs. There are a couple of reasons for this:
- You do not have the correct keyword strategy because you are trying to rank for keywords that are unrelated to your field.
- Your meta descriptions are not appealing and inviting for the user.
To solve these problems, try using Google Adwords to create a great keyword strategy relating to your business, and be sure to use enticing meta descriptions to get people to the site. It is a good rule of thumb to think about what would entice you to click through.
6) Fill the title tag with keywords to increase ranking
Keyword stuffing is the act of shoving as many keywords onto the page as possible. Google warned us against stuffing your page with keywords to rank higher in the search results. Some webmasters did not take this to heart, until Google continuously came out with new algorithm updates, like Panda, every year that were meant to target bad content.
Keyword stuffing is 100% against Google’s Webmaster Guidelines and is a dangerous game. Because of Google’s algorithm getting more advanced each year, you are likely to get your website penalized.