Search engine optimization is a constantly changing process. Trends and statistics change virtually overnight, making it difficult to maintain rankings using artificial strategies. The Google Algorithm, which is used to determine search engine results rankings for pages, changes regularly. Many people have attempted to pin down the exact items that comprise it, but no one has been entirely successful. While certain aspects have been well documented in the past, the complete picture has never been clear. However, there are things to watch out for in the coming year. Strategies that were once highly effective, now barely touch rankings, and things that may have no obvious connection can now have a big impact for the upcoming year.
Historically, one great method for improving your placement in a search engine results page (SERP) was to use an exact keyword match phrase as your domain. Exact keyword match phrase domains are purchased domain names that exactly match a phrase that is one a company would like to be ranked for. An example of this practice would be a company that is seeking to advance for the phrase “best accommodations Chile” would then purchase the domain with those keywords in it. This practice has helped many websites improved their position on SERPs, but it is no longer showing the same strong results. This SEO method is not effective any more. What this means for businesses that employ this tactic, is two pronged. One, they can stop buying additional domain names that are not directly related to their overall business, resulting a small monetary savings. Two, businesses must focus on other SEO methods to maintain their rankings. For those that have never used this practice, enjoy the suddenly level playing field.
We’ve discussed what won’t work, so let’s take a look at things that will work to improve your SERP positioning. Today, it is all about social media. SERP position will be directly affected by the number of times your page is shared, liked or tweeted. However, it looks like currently Facebook results are more highly respected than other social media sites. This means that your position on SERPs will be more affected by likes on Facebook than by tweets using Twitter. This could change at any time, so it is not a good idea to focus all your efforts on Facebook to the exclusion of other social media opportunities like LinkedIn, MySpace, YouTube and more. Building a presence on social media sites takes time and dedication, but with the added importance given new SEO techniques, it is more than worth the effort. These sites represent a direct marketing opportunity as well. Not only will your business be working to improve its SERP using social media, it will also be building customer relationships.
Businesses that do not adjust to changes in the online market place, fail quickly. The Internet is fast paced and constantly changing. Things that are incredibly popular on Monday are old news by Wednesday. Never focus all SEO efforts on one method. Broad application of a number of tactics is the key to success with organic SEO.