I’ve seen trends and search engine optimization (SEO) trends come and go… and I have also seen fundamental and universal concepts become stronger and stronger over time. So what I wanted to learn was: what are the flavor strategies of the month, and what strategies will stand the test of time? Would I hear anything about the smell of information and the value of digital documents?
Should you invest in link development, a sustainable referencing strategy or has it been relegated to the history of SEO? And, as search engine guru Danny Sullivan puts it: “Am I constantly trying to make the algorithm happy?”
The following is the panelists’ perspective on sustainable referencing. SEO Sustainable SEO Sustainable consists of search engine optimization concepts, strategies, tactics and implementation that stand the test of time. Rhea Drysdale, CEO of Outspoken Media, opened with “It’s up to you to manage the site from start to finish.” The strategies you choose and the tactics … all this ends up falling on you. ” Drysdale said that website owners should focus on big picture rather than short-term “vanity goals” (I like this phrase) or choose shortcuts without weighing the risks.” Don’t hurt the brand and let people know the risks,” she said.
She also pointed out that “human behavior forces algorithm updates.” The example she gave to support her statement was The Decay and Fall of Guest Blogging for referencing on Matt Cutts’ blog. I couldn’t help but remember my warning about PageRank modeling years ago. Many overzealous SEO professionals and website owners will go to great lengths to achieve the visibility of search engines. In the long run? These short-term tactics can do more harm than good. Mark Munroe, Director of SEO at Trulia, takes a more holistic approach to long-term referencing: focus integrated SEO intelligence within your organization and build your brand’s reputation. “The links could disappear, ” he said, “but your reputation never will be.” Some ways to enhance your brand’s reputation (past and present) include:
- Link exchange and links
- Web and niche directories
- Buying a link
- press releases
- Article directories
- Computer graphics
- Content marketing
While some of these tactics appear outdated, when properly implemented, they are a legitimate and reliable way to gain traffic and credibility on search engines. For example, link exchanges may seem like an old SEO tactic – a strategy that can make your site penalized or banned for search engine spam in best SEO practices.
But what if domestic violence is home to each state in the United States linked to each other? If this were to happen, victims of domestic violence may be able to find the nearest shelter online more easily. Moreover, Drysdale and Munroe do not believe that press releases are a dead form of public relations. Press releases are a means of distribution that can support the goals of your optimization. The point is to keep all these alleged SEO shortcuts in the right perspective.
“The best backlinks are not requested,” Munroe said. “Create a reason to be related to.” This does not mean that SEO professionals should not ask for links. If you have great content that you think is worth a link, contact the right people and ask for the link. “Keep your awareness initiatives,” he said, “and leave the anchor text to the person/site that connects to your site.
Eric Enge, CEO of Stone Temple Consulting, was the next to speak. “Of course, building your reputation with your target audience means understanding their audience, their needs, their way of thinking and how they might interact with your site,” he said.
“As Amit Singhal noted in his speech here at SMX West, Google is very user-focused, and publishers need to be, too. It is difficult to predict how the changes will take place over the next few years, but we know they are coming. For this reason, publishers must also focus on users because “these are the signals that we (Google) want to find and appreciate the most anyway.”
Now it’s a solid approach to SEO. ” Here’s a list of Eric’s takeaways on long-term SEO: Be an expert or go home. You can’t build trust with random authors.
- Authenticity is hard to simulate.
- Continue extreme differentiation. The same old content isn’t going to cut it.
- Realize that links are the result, not the goal.
- Focus on reputation and brand (as your top priorities).
- You can’t vote for yourself.
- The real value of press releases is to generate media interest.
- Do not look natural, be natural.
- Strong social media presences are like an integrated PR channel.
- Influencers are the accelerator.
- Solving problems for others is a commitment that is memorized