Member Login | About Us | Become a Member | Contact Us

N E X T

Top

How to Surf SEO's Ever-Changing Wave With Your Content [Slide Show]

by Christian Gulliksen |

July 5, 2012

| 12,297 views

Take the first step (it's free).

Sign in with your preferred account, below.

Slide 1 of

If search engine optimization (SEO) had one rule, it would be that the rules can change at any moment. And Google's newest algorithm changes—Panda and Penguin—have thrown many SEO programs for a loop.

"Countless discussions are taking place regarding how to get rid of the penalties imposed by the '2Ps' or how to avoid getting sucked in when the next wave of these algorithms hit the shore," writes Manoj Aravindakshan at the MarketingProfs Daily Fix blog.

So how can you protect yourself from Google's algorithm riptide? Aravindakshan offers this advice.

1. Be fresh

Update your content whenever possible. You might revise a list of tips, for instance, or add new information to an evolving story. "Make sure the contextual content around the main content—such as headlines and blurbs of newer articles related to the topic—get refreshed," notes Aravindakshan.

2. Be original

Create a steady stream of content that gives readers real insight. Your content doesn't have to be brand new. You can repurpose a whitepaper as a series of articles, or convert a PowerPoint presentation to a blog post. And there's nothing wrong with creative sourcing. Invite an industry expert to guest blog, or ask members of your C-suite to host a YouTube video.

3. Be comprehensive

Are you giving the same superficial advice anyone could get anywhere? Go deeper. And err on the side of providing too much information. If your in-depth article becomes a popular reference source, you'll get more links, which will boost organic traffic and—you guessed it—produce even more inbound links and traffic.

4. Be authoritative

Don't expect credit as an authority if you don't produce authoritative content. Establishing your credibility takes time, perseverance, and knowledge. Another way to enhance your authority is via contributions from well-known experts. "Employ their authority to boost your website's quality and to improve its search engine visibility," advises Aravindakshan.

5. Be local

Where customers search from matters as much as what they search for. If they're in, say, Boston, Google will skew its results to Bostonian businesses. And that is why you should include appropriate geo-signals in your content.

Slide 1 of 6

Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.

Content, Search Engine Marketing, Search Engines

Subscribe Today

IT'S FREE! Become a member to get the tools and knowledge you need to market smarter.

we respect your privacy.

Stay connected!

Don't miss a bit of MarketingProfs ... join the 600,000 marketers following us.

Editors' PRO Picks

Seminar: Create Meaningful Experiences for Your Brand

Brian Solis shares why great products, creative marketing, and delightful customer service are no longer enough to win customers. more
Take 10: How to Leverage Your Online Community

Presented by: Paul Chaney
In just 10 minutes, we'll share six practical tips that will help you tap into your online community to grow your business and benefit your customers. more
How-To Guide: Build Your Content Marketing Dream Team

In this 22-page guide, you'll learn how to identify the key hires to get your team started, what traits and skills to look for in your key hires, how to manage freelancers, and much more! more
SmartTools: Email Campaign Planner

Through eight simple to follow, well-defined steps, SmartTools: Email Campaign Planner will help you establish an effective email marketing program to gather and convert leads. more
How-To-Guide: The Perfect Pitch: Hit a Home Run With Every Headline, Subject Line, and Call to Action

Learn how to write headlines that will inspire your audience to read and want more. more
Seminar: SEO—How Customer Experience Impacts Search

Learn the most important elements of, and key changes in, customer search behavior. We'll also cover how to drive conversations through SEO, content, and social media. more
Take 10: Three Steps for Using Influencer Video to Increase Your Bottom Line

Presented by: Mark Lerner
In just 10 minutes, you'll learn three simple steps to source quality influencer video and use it to impact your bottom line in a meaningful and measurable way. more

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: