Building a Successful SEO Campaign in 2015
Search engine optimisation has evolved greatly over the past decade. The search engine algorithms that currently rank websites have become considerably more advanced than they once were. In the beginning websites were ranked based on simple factors, such as the quantity of their content; then the number of times the keyword was mentioned … Nowadays Google’s search algorithm takes into account online reviews, social signals, and even simple brand name mentions. The search engines are becoming more difficult to game, and as a result SEO is becoming more akin to more traditional forms of marketing and promotion.
So why the change over the years?
Earlier algorithm updates by Google where much easier game or exploit. Initial SEO techniques included keyword stuffing, and creating masses of low quality links to one’s website. Internet marketers were able to achieve high rankings for their websites by creating non-sensical “spammy” looking website content which did not benefit web users. In order to protect the integrity of their search engine, Google persistently developed its algorithm, making it more complex in an attempt to prevent exploitation.
The good news
Although Google’s ranking algorithm has become more complex, in some ways it has become easier for those who are new to SEO. There is now less emphasis on understanding the intricacies of Google’s algorithm, and more emphasis on providing genuinely insightful and useful content for web users; providing a good service; interacting with your target audience; and getting good online reviews. The advantage is that these ranking factors are all a natural by-product of running a successful website and business.
So with this in mind, let’s look at some of the main ingredients of a successful SEO campaign going forward into 2015:
Offsite Link Building
Although Google no longer ranks websites based on the number of backlinks that they have, backlinks are still the most important ranking factor. Rather than merely counting the number of backlinks a website has, Google’s algorithm looks at the authority, relevancy of the websites these links are coming from, in order to gauge their value.
To begin your offsite link building strategy, research to find other websites, blogs, and forums which are most related to your website. Once you have found these websites, make insightful posts on these websites and include a backlink to a relevant page on your website. You can set up mutually beneficial relationships with other webmasters, by simply writing a guest blog for their website in exchange for a link back to yours.
In addition to the inherent benefits of having positive online reviews, these are also a ranking factor used by Google’s algorithm. For this reason you should look to set up an account on all of the most relevant review sites, for example Yelp, or Trust Pilot. Once you have done this, you can encourage happy customers to leave you a review.
Interact with your target audience using social media
If you already use social media to interact with friends on a personal level, then setting up profiles on the largest platforms such as Facebook, Twitter, and LinkedIn is a natural step for you take. Using social media, you can form new relationships with other webmasters in the same sector as you in order to get your content syndicated, and you can communicate with your target audience, linking them back to your website. This will provide your website with the social signals which can improve your website’s ranking and at the same time get you referral traffic.
The most important consideration here is that you interact with your followers, friends, and connections in a way that is genuine. Simply just constantly spamming links to your newly published content is not going to get you very far. You should aim to contribute to discussions, answer questions, and truly engage with other users.
Make Onsite Optimisations
The quality of your website itself is one of the most important factors contributing towards its rank. Having well written, informative, and highly relevant content, presented well is also a sure-fire way go about getting natural backlinks from interested readers. Google’s algorithm takes into account the navigability of your website; your websites click-through-rate (make sure you have well written and enticing Meta Descriptions); and your websites responsiveness. Your site should be fully optimised for smart phones. More and more people are using their phones to surf the internet, and it’s important for Google that they have a good user experience.
Some may argue that building a successful SEO campaign has never been easier than it is now. However if your niche is highly competitive, the difference between a first page ranking and failing to get the levels of traffic you need for your business to be a success will likely depend on the amount of hard work you contribute towards promoting your website.
Do you think there is anything missing from this article that could help with regard to building a successful SEO campaign? Leave it in the comments section below!