Effective SEO Strategies and techniques in Post Penguin Era
By Joseph Gojo Cruz
Wednesday, July 24, 2013
Having competitive SEO techniques for any
website to compete in its industry is very imperative to succeed in the market
competition of a certain website. It’s also a requirement nowadays in the post
penguin era to maintain your position in SERP as this is the main reason why
you are optimizing a website for search engines. right?
However, despite the fast-paced life span of
SEO strategies in the industry, there are still SEO firms who keep on doing the
same things over and over just to perform what they wanted to achieve at the
end of the day which is, links. So I decided to list down below what real SEO
guys are implementing for their campaigns to help a website outrank their
1. Establishing Trust, Authority,
Reputation and Presence (TARP)
Admit it or not, real SEOs are addicted to publishing
their highly informative content on other related high ranking and highly
visited websites in their circle such as: SEW, SEJ, MOZ, and more. Why?
Obviously, the chances of being seen by thousands of visitors in their industry
will have a good impact to their career as SEO.
Also, isn’t it good to share a remarkable
high quality content that your target readers will likely to share, promote and
reference to by themselves when they are writing their own future content
related to yours?
So if you are optimizing a website that is
not related to SEO but performing SEO for the website, implement this strategy
and continuously providing epic content that your target audience that will
really love and also this will help you and your website gain TARP and website visibility in serp:
Trust – Since you are already providing highly
informative content, you will likely get the attention of your readers and
slowly build trust as they read your posts.
Authority – By consistently providing complete and
remarkable details in your content will build you and your website authority
within your industry as you will be recognized as a source of highly useful
Reputation – Regularly seen on different highly
publication websites related to your industry will help your website gain highly
respected reputation which will benefit your website in the long run.
Presence – Most importantly, you and your website
will gain more exposure as you will be seen in different website as a regular columnist/contributor
on highly authority websites.
Bonus tip: Also, you can use the privilege of
taking advantage of the opportunity to include your previous publication
related to your topic for link baiting
strategy to attract people visit your content.
The most effective approach in SEO in the
modern era of digital marketing is not to focus on exact match anchor text.
Since exact match is already dead because of EMD algorithm of Google, it is quite
dangerous to focus on exact match texts when building back links. Also, it does
not look natural anymore and it more like manipulative since you are purposely
using that certain keyword to rank in search. So check out the importance of branding on this post to see why it's imperative.
Focus on providing the needs of your target
audience by doing the following branding strategies that can provide them
exactly what they want.
Branded Page Asset (resources and
glossary) - One of
the most effective ways to promote a page/s of your website easily is to have a
page which you are always updating in a regular basis. It can also be a page
that you have already established which will continuously provide useful
information for a long period of time. This type of asset will not only attract
visitors but also linkers who will
use your page asset as their reference on their future publications.
Branded Events – This could be done via online event or
offline event. Being able to conduct an event within your industry where highly
influencer people gather and meet up to share their experiences, knowledge and expertise
in your field will likely to attract not only long term visitors but also
mentions and citations. This approach will make its way on top by itself once
this approach has become well known by the top influencers in your industry.
Branded Name – The easiest way to rank in local search
results first of all, to have links from local place/s which can be achieved
through citation (local business listing) By using your company name as your
branded keyword will not only help you rank in local search results but also will
strengthen your brand presence and awareness online.
Protecting your brand presence:
§Content Marketing – To increase your brand visibility in a
competitive base, it’s imperative to consistently produce content related to
any of your (product, event, page asset and brand) and publish it on high
authority websites related to your industry.
§Participation in community discussions – To protect your brand’s presence online, it’s
important to participate in online discussions that are likely to giving or
stating negative reviews related to your brand. At the same time, promote your
either your product, event or page assent to the community by referencing them
to support your answer.
§Create different channels – Using different platforms to continuously
protect your brand presence is the most effective way to maintain your
reputation online and in search results. You can use platforms such as:
§Google Plus Communities
Diversifying your anchor text is also an effective
way to avoid manipulative anchor text to your website. You can check out Dr. Pete's post about diversify
3. Disregard link building and
focus on link earning
Since we are all aware that manufactured
links are no longer effective to increase a website ranking in SERP, the best
way to achieve inbound links to a website is to have it mentioned through
different channels by other people which are probably (journalists, authority
bloggers and influencers within your industry)
Also, the link value coming from naturally
mentioned links are much heavier than manufactured links such as article
directory submissions, web directory submissions and social bookmarking in
manipulative way. If your website link profile is only coming from submission
websites, then you probably have been hit by spam filter algorithms by search
Build strong author profile – Having a strong author profile is the best
way to earn inbound links pointing to the website that you are optimizing. Since
being a highly informative content provider in a regular basis (onsite and
offsite) probably has his own regular audience/readers that are using and
applying your thoughts, ideas and strategies, it will be easy as a pie to earn
inbound links pointing to your website.
Also, TARP has already been
built on this process and people are already aware of your online presence.
How to do this?
§§ Become a
columnist on highly ranking websites in search.
§ Then provide
extensive, actionable and evergreen content that will last for a long period of
Build long term relationship – Being involved in active communities and
groups related to your niche or industry is the best way to find the right
people and the right groups to establish connection that will not only help you
promote on their social media profiles, but will also give you a bonus reward
which is being referenced on their future publication.
"Just make sure that the
content you are providing is an epic and killer one". Also, participating in
their discussions is vitally important as this is going to be the KEY on how
people will recognize and acknowledge your presence within their groups.
How to do this?
in social media groups on the following channels: LinkedIn, Google+, Facebook
and make sure to help the communities have what they need and want.
in Q/A websites and make sure to provide useful answers that will add value to
Become an influencer – Becoming an influencer in your industry is
highly important and beneficial to your website’s online presence. Since people
would rather visit the website that they know providing highly comprehensive
content that exactly giving what they want and need.
Becoming an influencer? How to do this?
infographics – Infographics are good and one good way to attract inbound links.
§§ Provide Videos
– Videos that contain highly extensive information has the possibility to go viral can attract more inbound links and traffic as well.
§§ Provide Presentations
– People like presentations and has the ability to drive traffic to a website on its own if the information provided is highly competitive.
§§ Provide Killer
content – Being able to provide highly comprehensive content that your target readers would enjoy reading will have overwhelming amount of acceptance and
will have the ability to go viral and drive more traffic to the website.
a If you would like to see a pro advice on this topic, check out these useful resources below:
Joseph Gojo Cruzis the author ofRankingElite, aPhilippine-based Online Marketing
blog. Joseph has been working inSEOindustry for over 3 years fromwebsite audit,link and content development,social mediaandsearch
engine optimization. Connect with Joseph on Google+, Twitter,
and Facebook. Joseph is also a contributor