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SEO is Always Changing… Or is it?: Debunking the Myth and Getting Back to Basics

Posted by Avasoft Team | Posted in Site Traffic | Posted on 23-11-2017


As an SEO specialist, I spend a fair amount of time each day talking with clients and my peers about SEO and the ways that it’s changing over the years. Most people seem to have the belief that SEO is constantly transforming and changing and that SEO tactics need to follow suit.

I remember saying something similar myself in the past and believing that I had to alter the way I ranked sites annually to keep up with Google updates. The truth is that basic SEO remains pretty much the same over the years.

Sure, there are minor technique changes to be aware of, and you’ll have to alter the way you do business all the time if you’re trying to fool Google. However, there are some general best-practices that have been working all along.

Learn to use these and you’ll be set. Heck, most of them are simple enough for business owners to master themselves.

The Fundamentals Aren’t Changing

While tricks and special tactics need to change over time, fundamentals really don’t seem to when it comes to SEO. There are certain steps that every website owner should keep a few sets of basic considerations in mind when deciding how they’re going to rank a website.

Answer the following questions with your website and you’ll be off to a very good start.

  • Is you website accessible? Search engines need to be able to crawl your website effectively.
  • What sort of content do you have? Make sure your site is optimized for appropriate keywords.
  • How should content be sorted and what’s most important? Make sure you have a clear hierarchy that you follow for your pages using a site map.
  • Is your content trustworthy? It needs to have plenty of backlinks proving trustworthiness.

As long as you tick off each of the above four boxes, you’ve got basic SEO in the bag. Sure there is more to it than that, and you may want to employ more advanced tactics, but you need to do those things first.

When first starting out, you’ll want to focus on these fundamentals and then move on after you’ve mastered each of them.

Make Your Site Accessible

No matter how good your website is, it’s not going to rank if Google and other search engines can’t access it. Make sure that each of your pages is crawlable.

Generally they start out that way unless you block web crawlers with a special command, but you can ping search engines to get them crawling your site faster, which is good after major updates.

Focus in on the Right Keywords

Now that search engines can access your website, it’s important they’re getting an accurate picture of your pages. You can paint that picture using keywords that you hand-select. Make sure you focus on one primary keyword per page or post.

It’s okay to add some sub-keywords but they should be building upon the main keyword, not competing with it. When putting your pages together don’t use the keyword too many times, and try to create the most helpful page that you can around the topic.

Make a new page for every keyword that you want to rank for and make the page as specific and helpful as possible. Think of your website like a library and each page like a book on an individual shelf. The keywords you use are catalogue cards for the library.

The library can only catalogue each book one way and put it on one shelf. Treat your webpages the same way so Google and other search engines can easily catalogue your website.

Show Which Content is Most Important

Every website has a purpose, or at least it should. Know what your purpose is and which pages on your site are the most important for that purpose. These are the pages that you want linked closest to your site’s home page.

If you’re a siding company your contact page and your services page would both be two of the most important pages, because they help you sell more siding. You would want those pages shown on the top navigation bar, and linked to as much as possible, while the page about choosing the right siding could be farther down the hierarchy.

Keep this idea in mind when building your website, and make sure the most important pages are linked to the most and closest to the home page of your website.

Build Quality Backlinks

It’s not enough to say your website’s great, someone else needs to say the same for search engines to take note. That’s what backlinks are for. When a decent website puts a link back to a page of your website, they’re saying that it has something of quality to offer.

You want to build backlinks to all the most important pages of your website, as proof that you have a high quality site that other people use. It’s not as simple as getting as many backlinks as you can though. Google looks at websites differently.

Some sites it trusts very well, and others it doesn’t value much. You want links from the highly trusted sites, because they carry much more weight overall. Avoid building up links from low quality sources, and instead focus on tactics that will get you links on major players, because they’re much more valuable and will help you with your goal of ranking well.

Follow each of these four fundamentals and your website should start ranking well in search. It takes time to get good at things like keyword research and backlinking, but at least you should know what your goal is now.

Even if you don’t do all the work yourself and you outsource a project to an SEO company, you’ll know what you want that company to achieve with this guide in mind.

Avasoft Solutions offers web design, search engine optimization, social media optimization, and pay per click advertising. Contact us today!