In a constantly changing SEO landscape, it is important to remain up-to-date with the changing practices and strategies of optimization. Every year, search engines like Google introduce new updates in the SERPs, thereby widely affecting the rankings of the various websites, most commonly by dropping ranking.
In 2012, Google launched Knowledge Graph, which aimed at helping users find relevant search result to their query. It also assists users with summary, details, and relevant facts about the search query in question. For instance, if you’ll type ‘McDonald’ in the Google search box, you will be suggested several options to help you find the right match for your query.
Additionally, Knowledge Graph will provide a broader and deeper understanding of the topic/search item in question. Today, SERPs aren’t only focused on website ranking, but also on providing relevant information about the search query. For instance, if you search for a serial called “Friends” in Google, you will be presented with exhaustive information about the show.
In addition to changes in the SERP tool, the recent algorithm changes by the search engine giant have changed the SEO handling techniques comprehensively. Google no longer entertains keyword-rich anchor text. Also, keyword stuffing is heavily penalized by Google. Instead, it is essential for businesses and websites to focus on ethical SEO techniques like developing neat website, populating it with unique content, including relevant keywords that come naturally in the content. It is a fact that good and ethical SEO can improve a site’s visibility and ranking.
To survive the Penguin and Panda update, it is essential for websites to follow these basic rules:
Originality matters – SEO success is possible only through relevant and unique content. Add fresh content to your portal, update old ones, or remove the irrelevant ones from your site. The main purpose of your content should be to prove of a great help to readers or visitors. Your website content should be engrossing, unique, and simple. Avoid ‘black-hat” SEO tactics like keyword-stuffing or cloaking, EMD, etc.
Add authenticity – A website's authenticity is more important for driving positive and relevant traffic to your website. The more authentic your website is, the more trust you can earn from customers for your business. One of the finest ways to achieve this through credible links from relevant and quality sites. And to get authentic links, it is essential that your content is engaging and fresh.
Develop a unique and clean website - Ensure your website looks simple yet interesting. There should be adequate internal linking between pages and external links from quality websites. Maintain website clarity, without adding unnecessary colors and options on your portal.