Why you need to take a holistic view of your SEO strategy

Why you need to take a holistic view of your SEO strategy

Since the early days of the internet, businesses have not surprisingly wanted to get good ratings in search. In the early days, there were many easy techniques that you could implement to your site which would help boost your search positions. However, as the search engines developed, most of these tricks no longer worked, and, even in some cases, had a negative effect on search engine positions, or resulted in sites getting banned totally. With search engines now more sophisticated than they have ever been, how is this likely to affect the strategies companies use to maintain and improve their search engine ratings?

With Google dominating the search industry, numerous companies offer a multitude of methods claiming to obtain top rankings for specific keywords. A few years ago, this could be obtained via mainly changes to the layout of your site. More recently, the Google algorithm became very heavily weighted on your site's popularity, so many Search Engine Optimisation companies focused their efforts almost entirely on link building. This meant that many sites that had little or no quality content could get to the top of the rankings purely by having purchased lots of backlinks to their site.

However, the recent Google update (known as Panda') has put the focus squarely back on the quality of the site, meaning backlinking alone is very unlikely to provide long-term results. The quote that "if visitors like your site, Google likes your site too" now seems more valid that ever. before.

Linkbuilding is undoubtedly still important, but should no longer be viewed with a 'set it up and forget about it' approach. The links should be valid to the content on your site and should come from sites that are of good quality. Ideally links should be made by genuine visitors to your site who are telling everyone how good your site is! Generating links with mass-submission software is unlikely to provide rewards in the long-term.

It seems that now, more than ever, companies need to take a holistic view of their search engine positions. No single tactic is likely to be successful in the long term. Instead, you need a structured plan to generate more, quality content on your site as well as continue to encourage visitors to link back to it.

In a recent case, Google penalised several businesses who purchased links solely with the intention of getting good rankings. While backlinks are still important, never more has it been more important that these are good quality links and relevant to the content of your own site.

The exact Google algorithm remains a closely guarded secret, but certainly the company themself are more keen than ever before to furnish users with the information they need as quickly as possible, and low-quality websites that offer very little in the way of content are being targeted heavily at the present time.

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