My team is back from vacation and ready to hit the ground running; gearing up for summer and fall business. In this issue I address the question of dropping website placement on Google.com.
There are lots of new elements that impact your organic placement and some that we are seeing much more of such as co-citation, mobile responsiveness, and geo-bias.
Now's the time to check out your own website with the eyes of a consumer to see if you need a content refresh, new tactic, or strategic long term plan.
To place organically on Google, you've now got to undo some of the things you may have done to get placement before. In other words, the new SEO is de-optimized SEO!
It's time to undo these things if you have done them on your website:
- strategic use of anchor text in internal links
titles in links
- phrases using keywords in image alt descriptions
- keywords used in H1 and H2 tags bolded keywords in the content
It's time to undo these things if you've done them on off-site properties:
- sending out articles to newsletter/article sites
using anchor text in links that point back to your website
- paying for a link on other websites
listing your business or website on link farm pages
- writing press releases just for the sake of creating inbound links
Once you've de-optimized your website in an effort to improve organic placement, where do you go from there?
My personal recommendations for site placement:
- Get blogging at least twice a week using an on-domain blog
- Get going with Google+ and post regularly at least once a day
- Create a Google+ Community in your area of expertise and work to foster interaction
- Start tweeting and work to engage specific followers strategically
- Enhance the message back on your website make sure what and how you do it is clear
- Create a mobile friendly website or one that is mobile responsive
- Regularly add new content to your website including downloads, special papers, and tip sheets
The new optimization is user-centric and moves to a stronger emphasis on what readers will want to know about you and your services in a sharable way. Great content is sharable content! That's the new world of optimization for 2013.
If you need help with a new strategy consider our SEO evaluation program.