Panda, Penguin and Google animal magic
As we await the arrival of Google’s next furry animal, for it will surely come, it is worth perhaps reviewing the post-Panda and Penguin Search Engine Optimisation (SEO) techniques that may improve your site's performance in a Search Engine Results Page (SERP). There are many search engines, some of which are specialised and even obscure; Google just happens to be the most used and therefore the most familiar. However, most search engines work in a similar way and using good SEO techniques will improve results on all of them.
Quality is key
The Panda and Penguin updates of Google’s search engine algorithm had only one objective: improving the quality of content. In fact, using ‘high quality content’ on your site is the most effective SEO technique of all. If you can’t write it yourself, pay for it to be produced professionally. SEO is based around the use of long or short ‘keywords’; everything about a piece of written copy must therefore be focused on that keyword and a professional writer will use advanced SEO techniques that achieve that end. If you want to write material yourself though, here are a few pointers:
Use keywords sparingly
Don’t stuff your copy full of keywords; Google will assume that some dodgy ‘black hat’ technique is being used and penalise your website. For the magic to work, there should only ever be one ‘assigned’ keyword per page, though it can occasionally be supported by synonyms. You should ensure that any keywords appear naturally within the text. Above all, your content must be completely original; if it isn’t, your site will languish in well-earned obscurity. Google and the other search engines look at images first to establish the main focus of a page.
Don’t compromise on quality
Using even these basic SEO techniques can make a real difference to SERP rankings. High quality copy that incorporates good SEO takes skill and time to produce but is the key to success. Never settle for anything less, even if you have to pay someone else to produce it.