SEO-Old Vs New Techniques- Which One You are Following?
Gone are the days when webmasters were using well-worn tricks to ranked a keyword in SERPs (Search Engine Result Pages). Now, there have been tremendous changes in the algorithms that major search engines including Google follow to rank a web page and its targeted keywords. Now, search engines are giving more value to user experience than anything else, as they want to serve more natural and human oriented results to the users. After all, the end user is a human and not a machine.
Way back in 2012, when I Started my career as an SEO Executive, there was no such algorithm, neither Panda nor Penguin. It was quite easy to rank a keyword by spamming and keyword stuffing. Secondly, the competition was not so high as compare to the current market. We were easily ranking almost of our targeted keywords within a few weeks of work. But Alas, then suddenly we got caught by the first Google’s Animal attack(read Panda) followed by another devastating one called Penguin in April 2012.
These algorithm has forced SEO professionals to come clean with ethical strategies and it has help to serve better search results as well.
This article is all about the changes that has emerged as an result of the major google algorithm updates. Here we will talk about the differences between the OLD SEO techniques and new SEO strategies. Believe me, though there has been an major change in the SEO strategies most of the webmasters are still using the old tricks but are not getting the expected results. So, here we will discuss the need of the hour in SEO and the latest trends that needs to be followed. So, be with me for a couple of minutes here.
As I am not going to leave you for next half an hour, take a coffee to enjoy my one week of research and hard work. I am sure you will appreciate my efforts to add some value to your SEO strategies!
Here is the table of content that I am going to walk you through
Before we dig further into the details, first thing first! So, let’s start with the
1. Difference between Old & New SEO
In OLD SEO, webmasters used to manipulate the SERPs using niggling tricks and technical gimmicks to rank a website without having any relevant and useful content on it. It was easy for them to rank even on the first page of the search engines by using keyword stuffing and buying cheap back links. The other techniques include; Copied content/mirror site, search engine spamming, cloaking, link exchange etc. These techniques are also referred as Black Hat SEO techniques.
New SEO (Updated)
According to the latest Google search algorithm update SEO is to prioritize user experience and provide valuable content including, relevant images, infographics, video tutorials, charts, external links(for detail on a particular topic), case studies and rich media for a search query. The trends have changed to provide meaningful and detailed information against the search queries.
Takeaway: People looks for answers in search results so craft it to answer someone’s query.
Side Note: The growing popularity and huge database along with outstanding user experience has made Google the number one search engine in the world. So we will put our facts around Google in this post as well.
2. On-Page Optimization
In Old SEO, the purpose was to manipulate the search results so, webmasters used to put the targeted keywords everywhere possible in the web page. Below are the On-Page Strategies that was using earlier:
- Content- The content used to be full of keywords from the beginning to the end. The only purpose is to get ranking mileage by keyword stuffing without adding any value for the user.
- Images- Irrelevant, cheap, repeated images that does not help users.
- Page Titles- Long, irrelevant titles using repeated keywords (usually more than the recommended character count by Search engines).
- Meta Description- Full of keywords without describing the page and do not follow the recommend character count.
- Meta Keyword- Though, the Meta description section has been obsolete by Goggle it is using for keyword stuffing at large scale.
- LSI- does not use Latent semantic indexing keywords (LSI) or synonyms and it leads to unsightly view of the web content.
On Page Optimization in New SEO
Now the search engines, especially Google has become smart enough to understand what your web page is all about. It can easily identify the intent of the user and serve you the best possible results within a fraction of seconds.
The steps remain same as in old SEO but with updates strategy, here you go:
- Content- Unique, Informative, Selective, Rich with images, infographics, & videos and easily scanable content that serve a particular purpose is nowadays preferred by Google as well by end users.
- Images- loyalty free, high definition and relevant images that depicts the ongoing topic. Screenshots or Charts are preferred in case of tutorials.
- Page Titles- Short, concise and meaningful titles that further relate the detailed article. Not lengthy than 56 character (recommended by Google).
- Meta Description: A brief of the page stating the main subject and related keywords without pushing repeated key phrases. (recommended length: 156 character by Google)
- Meta Keywords- Obsolete. Hence not required.
- LSI– The last Google hummingbird algorithm update clearly stated and instructs to use human friendly key phrases. So, LSI and synonyms will add value.
3. Content Marketing
The famous quote” Content is King” is still alive and it will be forever. Google has shown us clear indications that one must have to have detailed and strong content to rank on SERPs. In fact the Panda (Insert link) and Hummingbird (insert link) algorithm has echoed this chord. Now, all the major search engines including Google have set user experience the first and foremost priority and to fulfill this it make sure to rank only those websites which have valued content with supportive rich media.
Side note: Many of the websites and blogs still rank without powerful content but, they there is no guarantee how far they will be ranked so. Moreover, their conversion rates are negligible because of poor content and clutter layouts.
In Outdated SEO, there is no concept of content marketing as the only tactics was to drive traffic through referrals and spamming. Webmasters, who are trying to get traffic without adequate content could not utilize the most powerful online marketing weapon that is content marketing as they do not have one.
Updated SEO starts with content marketing only. It is wastage of resources if your content has no reach to the targeted audience. Industry leaders like Neil Patel, Brain Dean, & Syed Balkhi are the best example of content marketer. They try to deliver their each piece of content as many as possible audience. Be it their daily Newsletters, RSS feeds, Social media handles or via influencers, they market their content properly. Newsletter and Email Marketing are the best ways to market your content.
Takeaway: Start making your email list from day first of your blogging.
4. Off Page Optimization
The second most important aspect of SEO is to optimize a website according to search engines guidelines. It refers to the techniques that can be used to improve the visibility of a website and its services over the SERP’s. Many of us relate it only to the link building strategies, but it has far more scope than link building.
Off page in Old SEO was intended for link building using cheap and spam techniques. The main purpose was to rank on the SERPs regardless of the relevancy of the links with the website. Below are the techniques that used to be in OLD SEO
- Link building through directories
- Buying links from spam resources
- Using link exchange programs
- Spamming on irrelevant forums and classified sites
- Bulk link submissions through automation tools & robo forms
The list is long but not sustainable. Back in April 24, 2012 when Google released the first version of Penguin (Google Algorithm to regulate backlinks) it affects approximately 3.1% of search engine queries in English by penalizing almost half million website throughout the globe.
Side note: Links that are not relevant in nature will dump your keywords ranking once it get caught by Google.
What’s the solution?
Rand Fishkin, the founder and CEO of Moz.com said instead of making links try to make relations and that’s the best ever link for any business. So, here are few of the updated off-page strategies that you can use to get quality backlinks and referral traffic.
- Guest Posting on trusted and established blogs
- Take part in roundup articles
- Content distribution
- Content distribution
- Participate in relevant niche forums and be an active member answering in detail and ask tricky questions
- Proa,ctive on discussion sites like Quora, Yahoo Answers, Wiki Answers
- Use high authority social bookmarking sites to bookmark your site’s URLs
- Use Social Media in full extent.
- List your site with local business listing sites.
- Use broken link building techniques
Apart from the above suggested strategies there are n numbers of things to get a quality link but the only thing to keep in mind is find the best link out of them. Remember one quality link is better than 10 average links.
5. Social Media Outreach
In the last 5 years, communication has been redefined. The growing uses of internet, smart devices, and social networking sites have fueled up the need of social media reach. According to statista.com, as of July 2016, there are more than 2.3 billion active social media users, who have 5.54 social media accounts on an average and spend 60-70% of their online time browsing social media sites.
This clearly indicates the need of growing your reach over the social media.
Social Media in Old SEO was to again target keywords without adding value to the content shared. This results in low click through rates and lower reach in feeds. Moreover, it was not being utilized properly to its strength.
The current era has almost changed the marketing philosophy of the webmasters. Now, instead of sharing copied and irrelevant stuff one has to understand the need of the hour. You have to identify your targeted audience segment and their likes and dislikes. Moreover, the content those are appealing and worth sharing earn higher views and clicks than normal contents.
One more important point here is to use #tags very smartly. Using a relevant and catchy hash tag can help you get more eyes into your posts and updates.
Takeaway: Be active in major social media sites and interact personally with influencers and like-minded audience. This will help you build a brand over here.
6. Influencer Marketing
Have you ever thought why companies spend millions of dollars hiring a celebrity to promote their products? This is because people follow them, people follow what they recommend. Online community is not different. Folks believe on the recommendation of Industry leaders who have devoted years in the industry.
This powerful strategy has not been used in the OLD SEO.
Your piece of content can be shared hundreds times more than usual if it is shared by one the influencer in your targeted niche, as they have a huge no. of followers. So try to make relations with influencers in your niche. This is not impossible to get in touch with them after all; everyone wants to grow their network. Aren’t you?
Takeaway: Do not be anonymous, be the face of the brand you are promoting. Everybody loves a human face.
7. Email Outreach
How many emails you got when you sign in to your account today? Are they all relevant for you? How many of them excite you to click? I believe not so many!
Email marketing is one of the powerful marketing strategies that have been not properly utilized by SEO professionals till now. An email outreach is perfect medium to keep engaging with your targeted customers. It will help you make a loyal customer base. Moreover, a strong and personalized email can close a sale at the first place.
Side Note: email outreach doesn’t mean bulk mailing with spam content, it have to have appealing content that help someone to make a decision or add value to him.
If you have not started creating a mailing list, start it today only. Believe me a mailing list with relevant audience can do wonders.
Wrapping it up!
Change is the only constant. So change your SEO strategies according to the need of the market and technologies. Stop doing what you were doing 3 years back, do what is trending now. Make your website and your content shareable. Make it rich and informative for visitors. Remember, machines are not going to buy anything but humans, so make it human friendly.
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