6 SEO Changes To Make Now

6 SEO Changes To Make Now

By: Shelly Kramer
May 15, 2012

SEO changes you need to make nowNow that Google’s over-optimization penalty is in effect, too much SEO can actually be a bad thing—and that’s why it’s important to make 6 SEO-related changes to your site now.

The penalty is part of Google’s larger ongoing effort to reward high-quality sites, especially those that regularly produce relevant and informative content, which Google lumps under the term “white hat” SEO. Google’s nemesis is “black hat webspam,” in which SEO techniques like keyword stuffing and link schemes are used to rank pages higher than they should be.

As part of the over-optimization penalty, sites that engage in “black hat” tactics will receive decreased rankings—and who wants to get on Google’s bad side?

If you’re using solid SEO principles, regularly creating great content and avoiding spammy SEO tactics, you’re likely in the clear. Still, it doesn’t hurt to check over your site and incorporate these 6 SEO-related changes to keep your website visible and in Google’s good graces.

  1. Real titles. It can be tempting to include several keywords in your site’s title, but don’t do it! This is the place to showcase your brand name and, if applicable, your location, too. In fact, it’s likely that your brand name already includes keywords, whether it’s Digital Marketing or Web Design or Copywriting, to name a few.
  2. Too many internal links. Building internal links is just as important as building outbound links, but don’t go overboard by linking to the same internal pages over and over using slightly modified anchor text. Instead, link to internal pages that are useful and relevant. If you really need to link to the same page again, make sure you’ve modified the anchor text (and that it sounds natural, too, instead of a blatant string of keywords).
  3. Give footers the boot. Your site’s footers aren’t meant to house a ton of links. Instead, use your footer as it makes sense for your site. And if you have links you want to include, put them in your site’s menu or in another visible place so that they not only help drive traffic to your site, but they actually help visitors, too.
  4. Ditch the filler. Watch out for text blocks that are only created for search engines. You’ve probably seen them—they’re typically included toward the bottom of a page that includes great, relevant, readable content—and then, bam! You see a paragraph that’s been blatantly keyword-stuffed. If you’ve got these on your site, delete them! Or better yet, rewrite the content so that you can still get a keyword boost without giving a clear signal to search engines that you’re trying to manipulate them.
  5. Steer clear of penalty-likely sources. If your site includes backlinks from penalty-likely sources like link networks, reciprocal lists and article marketing lists, do what you can to ditch your connection to these sorts of links. Link-building is a vital part of SEO, but when you build your links with disreputable sites and services, you might as well not have links at all. And when you think about it, you work hard to create great content for your site—so why should you waste that effort with spammy link sources? Instead, concentrate on sharing your content through your social channels so that you encourage readership and external linking. Comment regularly on blogs and use those comments as opportunities to include a link back to a specific post on your site that relates to the subject matter. Sure, it takes some work to build links, but surely that’s a more appealing alternative than to have your site completely buried by Google as a result of penalties.
  6. Too many pages. If your site includes a large number of pages that are targeting only slightly modified variations of keywords, clean it up! Instead, create one well-written page that targets a number of keywords—you’ll still get great visibility in search results without running the risk of penalties. Plus, you’ll keep your readers happy, too. People are smart—and if they come to your site and see a bunch of keyword-laden content that’s hard to understand and not helpful, they’ll hightail it out of there—and that’s the last thing you want.

There’s no denying that SEO is an art and a science—and because it’s a difficult technique to master, there’s a chance that you’ve outsourced your SEO work. If you’ve taken that route, be sure that you keep an eye on your site and your content to make sure nothing wonky is happening. If so, ditch your SEO firm ASAP and get someone who knows what they’re doing.

Are you glad that Google is continuing to take a stronger stance against SEO manipulators? And have you made any changes to your sites as a result?

Image by kenteegardin via Creative Commons

  • http://www.facebook.com/profile.php?id=501456842 Ken Mueller

    Great advice, which once again points directly at the importance of strong, organic content. there is no substitute. 

  • Anonymous

    Thanks Ken. You are one million percent right. Funny how many people still don’t get that. Sigh.

  • http://soulati.com/blog Soulati

    Shelly, you’ve had a ton of fab topics lately; this one is the bomb. So, because I’m such a noob/ignorant about SEO and just write content happily and hit publish, the question becomes how we check if our site is black-hat. I’m thinking more about other clients sites that use outsourced providers. Is there a way to check? Thanks.

  • http://www.deaddinosaur.co.uk Chris Norton

    I think that any improvement Google makes towards improving its content is a good thing. Google is essentially getting rid of the cheats with Penguin and to a lesser extent Panda.

    I have been working in digital PR for about 6 years not and I am amazed at how much SEO is now what I would class as digital PR and social media. It seems that beyond on page opitmisation the world has now moved towards good quality well shared content which surely has to be a good thing.

  • http://twitter.com/KDillabough Kaarina Dillabough

     Ditto what both you and Ken said:)

  • Anonymous

    I agree, Chris. It’s a very good thing. And while people like you and I get the importance of “quality” content there are oh so many others who do not. Yet anyway :)) Thanks for coming by!

  • Anonymous

    LOL re n00b. It’s not hard to tell when sites are using bad links … but also, if you’re concerned for clients’ sakes, any good SEO person can evaluate quickly. If you need a reco for someone, lmk, I have many smart SEO friends. 

  • http://my168project.com/ Matches Malone

    I wasn’t doing any of the things above that you state would incur penalties, so, I’m probably okay. A search on the term ‘168 Project’ will come up with my site on the first page of results, and depending on the time of year, will appear ahead of The 168 Project site itself….

  • Anonymous

    Good! Then you don’t need to worry.


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  • http://www.attunementsforthesoul.com/ Sophie Lhoste

    Recently l have had the good surprise to be called by prospective clients who said they were googling this or that (“Surrendering” and “healing chakras” were 2 of them) and my website came up. It did not use to come up so high on searches and I have been wondering what the difference was. It must be the new Google policies and ranking because I have never done the things that you say would blacklist my site.
    Always created my own organic content, even used to worry that I was not
    using enough key words.
    Thank you for explaining my internet life to me Shelly! :)

  • Anonymous

    You always make me smile, Sophie. And yes, you were doing it right all along, my dear. No surprise there!

  • http://twitter.com/alissajean alissajean

    Great stuff! I once had a freelance job offer from a company who just wanted me to write keyword fluff for SEO… The marketing director blatantly told me it didn’t need to be good writing, just use lots of the right words. I didn’t take the job – not my style!  Nice to see Google is taking steps to reward quality content 

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  • http://www.socialmediajedi.info/ Clive Roach

    Some great advice here. Good to check the output if your SEO outsourced work in regards to the 6 points mentioned here.

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  • Shelly Kramer

    Good for you, Alissa. I once had a client’s head writer tell me the same thing. Confidently. Both were wrong!

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