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11.06.08 SEO Is A Living Breathing Process  By
Peter Da Vanzo Your SEO campaign should change focus as your popularity grows. The SEO approach for an established site can be quite different to that of a new site, mainly because, with an established site, you can leverage the power of your inbound linking. Google favors the already "rich". The Google algorithm reinforces the establishment. If your site has become "the establishment", you may only need to work with Google, rather than against them, and high rankings should be yours with little comparative effort. So, how often do you revise your SEO strategy? How often do you tweak and review old content? Has your SEO strategy become a little broken over the years? Try to make an audit part of your SEO process. A spring clean for SEO :) Here are a few ideas on what aspects to review in an SEO audit. 1. Aggressive / Non Aggressive Are there areas on your site where you pushed the boundaries? Did this pay off? Does it still pay off? Have you used SEO strategy that worked well in the past, but the algorithms have since changed? As a site becomes more established, aggressive strategy becomes less necessary. It can also cause credibility problems. What do I mean by aggressive?
Let's consider SEO copywriting. Sometimes, people go overboard with their copy. They cram their copy with keywords, which can often result in a page which reads poorly. The webmaster was trying to achieve high keyword density scores, and took it a little too far. In light of the weight now given to inbound links in the algorithms, this is pretty much a redundant tactic. Do you know how much thought we give to on-page keywords in the copy at SEOBook.com? Very little. SEOBook.com ranks highly, for thousands of competitive keywords, because of the number and quality of the inbound links. We write on topics that we think will interest our readers. Long term credibility outweighs any limited benefit we'd get from aggressive on-page SEO tactics. Weigh the need for aggressive tactics vs the benefit. 2. Untrustworthy Design & Format When someone arrives at your page from a search, does your page look credible? Does it answer the search query? Does it convince people to take a desired action? Check your pages for the basics. Check grammar, spelling and make sure the call to action is clear. Is it time for a fresh design? 3. Re-balance Your Linking Continue reading this article. About the Author: Peter Da Vanzo is the founder of Search Engine Blog.com, a news resource for the search engine marketing industry. He is also a regular contributer on SEO Book. |
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