Search engine optimization and its best practices are constantly transforming based on user demand and behaviour. Many business owners will be surprised to discover that even if it has been just 6 to 12 months since they last updated their SEO strategy, it is almost certain that they are incorporating techniques into their efforts that simply aren’t effective anymore.
Are you worried that you might be making similar errors? Here is a list of three outdated SEO techniques that will not deliver the desired results as of 2020.
Back in the day, if you wanted to rank for a specific keyword, the secret was to create a standalone webpage or microsite around the keyword in question. Brands that wanted to rank for multiple keywords would often have standalone pages or microsites for all of them, often leading to hundreds and hundreds over time.
Luckily, Google has become much more adept at recognizing keyword synonyms since the rollout of its Hummingbird update in 2013, meaning that one-keyword pages and microsites are no longer necessary, nor effective. Google search results are now designed to match user intent, rather than the exact words that they enter into the search bar.
Taking the wrong approach to guest posting
Guest posting is a wonderful strategy for creating valuable backlinks to your website. However, if not executed correctly, guest posts can have a negative impact on your rankings in the long run. Ultimately, it is important to steer clear of the following when submitting a guest post to a reputable platform or third-party website:
- Creating low-quality content or content that is irrelevant to the publishing website purely with the intention of inserting a backlink.
- Using optimized anchors.
- Trying to rank for head terms or long-tail keywords that do not read well, such as ‘fast food restaurants burgers pizza Phoenix’
Take the same approach to guest blogging as you would when uploading content onto your own site. The guest blog should be geared towards informing or inspiring readers, rather than towards boosting your rankings. Focus on the former and the latter will follow naturally from there.
If you are struggling to generate the results that you had hoped for through guest posting, it is always worth hiring a respected content and SEO specialist agency, like clickintelligence.co.uk, to guide you in the right direction.
Stop creating content just so it comprises various different keywords (and lots of them). Keyword-heavy content is not only no longer effective, but it could also possibly land you with a Google penalty that could decrease your rankings instead! A much more beneficial manner of including keywords in your content is to:
- Write longer pieces of content that feature a few valuable keywords, but not necessarily mentioned more than once or twice.
- Stop stressing about keyword density and worry more about creating content that provides readers with value.
- Use a host of related keywords rather than the same keyword multiple times – for example, if you are talking about ‘top casino games’, you can also mention ‘online gambling games’ and the ‘best casino games online’.
Try to keep up with the various changes in SEO on a regular basis, taking the time to update your website accordingly as you go. The SEO realm is forever evolving and your website should be, too.