Links are one of the biggest sources of complicated baggage for a website. They may be what helped you get the rankings you have, and they may also be your downfall.
Articles by Jennifer Van Iderstyne
In our haste to leverage the newest way to make ourselves just a little better looking than the next guy, do we often miss the point of Google's actions?
Quit obsessing about top rankings. If your business relies too heavily on organic search traffic from Google, maybe it's time to alleviate that dependence. Chase healthier goals: being the most competitive, relevant, knowledgeable, and trustworthy.
What happens if your site gets hit by Penguin or a manual penalty, you lose rankings for your main keywords, and you can't get traffic back? Whether you endure is entirely dependent on your willingness to do more with less and evolve your business.
In SEO, where you're moving to and when you get there is a matter of perspective, timing, vision, and action. With planning and patience, you will discover that, despite big challenges, what you always thought might be possible, actual could be.
It's funny how when you change a few words in some quotations, you get a whole new meaning as it applies to SEO. Here are a few classic quotes about love and romance, mildly edited to apply to our perpetually dysfunctional relationship with Google.
Sometimes moving forward means going all the way back to the beginning. Even if the SEO tricks are dying out the, technical aspects like speed, structure and optimized hierarchy still matter; the definition of SEO isn't shrinking, but expanding.
Everything you do won't necessarily lead directly to more rankings, traffic, or sales, but that doesn't mean it didn't work; it may simply be the first domino to fall. Here are three important reminders as you navigate today's convoluted SEO path.
Someone going through a difficult time, such as rebuilding after a major Google update, will go through a basic, universal grieving process – denial, anger, bargaining, depression, and acceptance. Then you'll be ready to start over with your SEO.
In SEO, like sports, there will be wins and losses, stagnation and growth. If you've had success with bad SEO practices, then you've been playing on borrowed time. Now you need the right expectations about how you look at what constitutes a win.
There may have been some misuse of press releases along the way as a "fast" way to pick up some "easy" links. But the press release can still be a valuable online marketing tool. If you use them right they can still help get links, in a real way.
Big numbers are a big factor when deciding what makes for a “good” keyword to optimize for, but not the only one. Keywords are more effective as an ensemble, so try not to see only the leads when there is an entire cast of characters on the stage.
Some of the exact elements that can elevate a site – content, links, and usability – can also cut it down. Minor tweaks and waiting for the next refresh is the wrong prescription. With a little SEO surgery, you can restore your site’s health.
When you launch a new site or enter the SEO game for the first time, one of the first steps is spending some quality time working on on-page optimization. But once you’ve finished your work, then what? How often do you optimize, or re-optimize?
Whether you’re launching a new vertical or trying to dominate a small niche, analyzing your competitors is crucial. Healthy competitive analysis provides ideas for ways to improve keyword targeting, content quality, link building tactics, and more.
If your content isn't helping you build the kinds of future-proof links that your site needs, take a good look at your content and see if it runs up against some of these common content weaknesses. And if so, there are some ways to re-vitalize it.
Hit by a Google penalty because low-quality sites are linking to yours? This process will help you conduct a backlink audit of your website, drill down to identify bad links, and share tools to help you hunt down people who can remove those links.
Everybody wants links, but what we think will work, what we want to work, and what we keep trying to make work, aren’t always going to work. Don’t get drawn into the mania. Avoid link spam. Don’t give up on content development. Fix on-page issues.
The pursuit of links is far too often a highly selfish process. It’s all about your target keywords, your business model, and your rankings. Getting over your selfish goals and thinking about what others want is where actual innovation comes from.
Don’t be practical. Make this the year you get inspired with your link wishes and set your sights higher. By thinking, researching, and writing down the things we aspire to, we have a much better chance of actually achieving our ambitions.