What's the Best Strategy for SEO Right Now?
Inbound marketing: The sheer spectrum of possibilities for lead generation can be daunting. Do you know what it takes to tap into today’s top marketing channels? To help readers benchmark their knowledge and get on the right track, we asked industry experts what they saw as the seven most important questions about around inbound marketing today, and how marketers should answer them.
With Google continually updating its search algorithm, what's the best strategy for SEO right now?
a. Forget optimizing for Google and simply go with your gut.b. Stuff as many keywords into your articles as possible and watch your site soar up the charts.
c. Invest in buying inbound links—it’ll save you a lot of trouble and still get you high up in the search engine returns.
d. Quality content, including on-topic articles of 1,000 words or more, is highly rewarded on Google now.
Answer: d. Quality content, including on-topic articles of 1,000 words or more, is highly rewarded on Google now.
Google has gotten wise to website owners over-stuffing articles with keywords; posting short, useless text; or attempting to appear influential by buying thousands of links from websites that have nothing to do with the subject matter on their own sites.
Be forewarned: Engage in these "black hat" tactics, and your website will be buried in the seventh circle of search engine ranking hell.
Instead, continually offer longer articles that reflect quality writing on a specific topic, augmented by gripping photos and videos. One of the easiest ways to do this is with a blog-if you don't have time to maintain one yourself, hire writers to make it sparkle.
You also will want to make it very easy for Google to track your writing by creating a Google+ page for yourself, and then stopping by Google's authorship page to establish yourself as a credible author.
Google's search engine checks these authorship pages regularly when indexing articles on all sorts of topics. So be sure to offer a link from your Google authorship page to every article you have posted on the Web. (For the complete techie guide to Google authorship, check out Search Engine Land).
Meanwhile, you'll also want to stay current—and implement—all the tips and tricks Google offers website owners on the Google Webmaster Tools website.
"Google favors sites with relevant, timely content," says Cyndie Shaffstall, founder of Lakewood, Colo.-based online marketing firm Spidertrainers. "If you contribute to your site regularly with current content, appropriate for your constituency—be that a blog, new primary content, videos, links, shared articles or the like—Google will figure this out and return you prominently in search results."