The attractiveness of search engine optimization is the fact that it is always evolving. But that introduces a lot of challenges for businesses, too. Just when you feel like you’ve got a grip on how to increase your search rankings, Google throws a curveball that changes everything. In theory, change is a fantastic thing; it shows that Google is getting better at specifying the value of websites and rewarding them accordingly. But if you’re used to doing things a certain way, you may not be thrilled when the Powers That Be tell you that those methods no longer work.
But such is the nature of the monster that is the internet. If you would like to boost your SEO, you also need to improve the techniques you use. Otherwise, you’ll end up being left behind. With every new year, you will find fresh search engine optimization tips and tendencies to embrace. Additionally, there are techniques that should be left behind. This post will outline just some of those outdated SEO tactics which will need to stay in 2020 where they belong.
Writing For Robots
Before, Dallas SEO agencies might have been more focused on optimizing content for Google’s crawlers. There is a pervasive notion in this industry the only ones that are really taking in information from various websites are non-human. But that is actually not true in any way.
Google’s robots do assess website quality, and that is not likely to change any time soon. But while you write web copy only for all these robots, you’re ignoring a huge part of the puzzle. Google takes individual behavior into consideration quite a little. So even though your search rankings originally enhanced due to optimization techniques that cater only to robots, the human variable could cause your rankings to the tank.
By way of instance, if the writing quality on your site is unnatural or perplexing, human visitors are likely to very quickly determine that your site isn’t worth visiting. While using a high bounce rate is not really a reason to fear, it may cause Google to take a closer look at your site and re-evaluate your search positions. When it’s clear what you have posted is not relevant or useful, your intent to influence Google’s robots may backfire.
In 2019, equipment your site’s composing towards human audiences. That doesn’t mean that you should completely ignore everything we know about optimization, but it does mean you need to look at the larger picture. Instead of attempting to influence a bunch of internet crawlers, think about the simple fact that it’s, in fact, the human visitors you want to acquire over. If your site provides the user experience, those human visitors won’t ever become viable prospects. Make sure your content provides some kind of value that’s easy to determine. Based on Backlinko, the typical first-page result on Google contains 1,890 words, meaning that longer, higher quality content things a great deal more than whatever technical SEO tricks you might insert to appeal to crawlers.
Paying For Links
Link building is still very much an essential part of any successful SEO strategy. It is a terrific way to build up your authority on the net. However, you have to be cautious about the best way to obtain those hyperlinks. In contrast to popular belief, not all links are created equal — and paying for these can be downright detrimental.
In the past, some websites would rely upon what was referred to as “link farms” to get backlinks. These farms were basically sites that served as article directories. They had no true value to users; their only ambition was to link to numerous sites to spam Google’s indicators and improve those sites’ search rankings. Google has made it known for years that this practice would no more establish effectively and may hurt site ranks.
But that is not the only way people attempt to cheat the system. Dallas SEO specialists have known for a while that backlink quality matters more than quantity. That may prompt some individuals to pay for links on websites that are already ranking highly in Google. It is a simple way for the reputable website to make some money, but it is an endorsement that Google sees as being dishonest. Search engine optimization isn’t a pay-for-play system, so the company does not look too kindly on organizations that attempt to skirt the rules and improve their search positions by paying more.
The penalties for being caught purchasing for links can be quite steep. Google even prohibited Google Japan from purchasing links! Other major businesses have suffered serious consequences after being captured paying for links. It’s pretty easy for Google to see when this technique is used and it’s not worth the risk.
Rather than pay for links, work on developing a more natural link building effort. Create high-quality articles that will appeal to website owners and devote time to forging relationships with other business owners. That way, your backlink profile will actually earn a lot more sense for your company and won’t appear from place to Google.
Using Exact Matches
For quite a while, using precise matches — in domains, keywords, and anchor text — has been viewed as the best SEO practice. They used to be considered a great method to rank on specific provisions, but an algorithm upgrade in 2012 changed that. Now, domains that utilize exact keyword matches are usually regarded as a bit spammy.
Exact game anchor text was a fantastic idea too, but now Google’s web crawlers watch it as a small red flag. It’s really considered to be over-optimizing, meaning it comes off as unnatural. It’s actually better to refrain from using precise match anchor text entirely.
Using this technique for certain keywords is not necessarily bad, but it might not yield the very same results as it did. Before this autumn, Google announced that precise keyword results would essentially be enlarged to include variants of those terms. Synonyms or similar phrases would also be demonstrated to give users more valuable results.
This update irked some company owners since it took away a number of their key words management. But it was useful for additional websites that would love to rank on more aggressive search phrases but had to settle for a less popular variation. In the long run, you need to know that Google wants to help net users find the most relevant answers for their search queries. That’s, in fact, the business’s top priority. So if there is a way for them to provide more relevant results to allow audiences to get what they’re looking for, that is likely better for everyone.
Keyword research is still essential, of course. But rather than attempting to cut corners by focusing too much on precise matches, try to think about your web traffic and what they really require. Your anchor text does not need to be so highly optimized to match certain keywords, nor do you have to obtain a new web domain since your target keyword does not currently appear on your URL. You will find other, better ways to optimize that are viewed as more organic and useful.
Utilizing Intrusive Ads
Traditional pop-up ads may no longer be the bane of your existence, but there are still a lot of creepy elements that appear when we visit the average web page. You will find auto-play movies, chatbots, and what are known as Intrusive Interstitial ads. They are essentially the modern version of the pop-up advertising and generally take over most or all of a specified page. They show up without warning, ruin the user experience, and can be extremely tough to close, especially on mobile devices.
Google launched an update in 2017 that began issuing warnings to site owners about their ad usage. The business also stated that using these types of advertisements could damage their search positions later on. That has not stopped businesses from using them since they actually are an effective form of marketing. But they’re a true issue for cellular users — and because mobile web traffic is growing, Google is taking measures to improve the consumer experience for people using those devices.
It is important to note that, at present, Google may just penalize the search rankings for websites that serve users these ads instantly upon coming on the homepage. If your site uses them after the user has clicked to some other webpage or else they pop up on a delay, then you might not see much of a change in search positions. Any pop-ups that lawfully need to be served to the consumer (cookie approval notifications or age verification blockers are good examples) are excluded from the upgrade’s rules.
Your existing ads might not end up getting your website penalized, however, if you’re using them, you might choose to assess how successful they are. If they’re disrupting the user experience and you aren’t seeing a fantastic return on them, you might wish to think about different tactics that may actually improve the experience of your website supplies. You might also need to think about redesigning ads like these so they take up only a very modest portion of the screen.
Understanding which trends are still in vogue and which ones have fallen out of favor can be demanding when updates occur so frequently. That’s typically why it’s a good idea to enlist assistance from qualified Dallas SEO companies. Their experience will let you avoid the many outdated and deadliest practices while remaining current (or even ahead of the curve).
Mike Patel is a digital marketing enthusiast, innovator and President of a leading Digital and E-commerce Development Agency in Dallas, Texas. Mike holds a BS, Computer Science degree from Wayne State University and is a key player in the E-commerce development and digital marketing industry since 2004. The scope of technology in his extensive experience of more than 15 years ranges from Magento, Shopify, BigCommerce SEO (Search Engine Optimization), PPC (Pay Per Click) management, E-commerce SEO, Google Shopping Ads and more.