This past May saw the introduction of Penguin 2.0, Google’s latest webspam algorithm. The goal of Google’s algorithm update is to better refine its search queries and provide higher-quality results for its users.
Ideally, the Penguin algorithm effectively distinguishes “white hat” SEO from “black hat webspam” – keyword stuffing, link schemes, etc.
The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfill their information needs. We also want the “good guys” making great sites for users, not just algorithms, to see their effort rewarded. – Google, April 2012.
Though the targets in an update like Penguin 2.0 are primarily those sites using shortcuts and loopholes to their advantage in Google’s rankings, some brands have still seen adverse effects from the new algorithm – watching their companies and links tumble down Google’s search results.
While the quality of your backlinks and technical aspects of your site maintain their roles in SEO, a recent study from Searchmetrics revealed the ever-growing importance of social media and content marketing in search rankings and SEO
Hopefully, your company is already active on social media – maintaining, at the very least, a Facebook page – but one area in which most brands could stand to improve is content marketing, specifically blogs.
Content marketing and blogs give you plenty of opportunities to bolster your brand’s web presence, but remember your blog must be compelling and present real value to your readers. Here are just Three Ways to Boost Your Blog’s Visibility and, in turn, Bolster Your SEO:
1. Integrate Keywords: Using Google AdWords’ Keyword Tool you can research what the most popular search terms are in your industry or field of expertise. After identifying the relevant keywords, you can integrate them into your copy in a seamless manner that doesn’t disrupt the flow – natural keyword integration has gained significance with the Google update.
2. Post Links: Here is where much of the value in social media lies. Your Facebook, Twitter, Pinterest and especially Google+ pages make for excellent avenues to which you can post a bevy of links to your blog – putting your posts directly before those most likely to read them (your fans). Additionally, ping services like Feed Shark and Ping-o-Matic are simple, easy-to-use tools that help alert search engines and other directories of an update to your blog or website.
3. Activate Google Authorship: With the Google update has come greater emphasis on Google+ and, in turn, Google Authorship. What is Google Authorship? It is a feature that allows you to link your personal Google+ account to your website and blog – helping establish you as an authority in your industry or field and giving your links and posts greater clout is search results.