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How Google has changed the SEO Rules

11th October 2013

The important thing to remember is, that Google is constantly changing its Search Engine Optimisation Rules and the way it "ranks" your website. Do you ever notice your searches in Google don't behave the way they used to? Just last week, Google released it's fifth version of its algorithm named "Penguin". Penguin targets "Spamming" in websites - which is different to spamming in emails but based on the same principles of being "endless repetition of worthless text".

In the end, Google wants to ultimately link to quality, optimized websites. This means, if you are a website owner, you aren’t going to want to engage in the Black Hat marketing methods that others have done in the past (the unethical techniques to make your search rankings go up). Simply having more keywords on your page isn’t going to boost your ranking. Instead, you have to make sure that you have quality content on your page, quality links, and real value to the people who are using these search engines.

This new update has also affected websites that use a News section to update their website and drive more traffic to their website through this strategy.

The basic rules for the new SEO Algorithm are:

1. Don't over keyword stuff
2. Don't include duplicate content
3. Don't include standard links
4. Do include "nofollow" links (for news articles that appear elsewhere on the web)

In an earlier edition of the Penguin update, Google also made some favourable choices to websites that are easy to view on all devices. These included having One-URL for your website and that your website is designed to be "responsive".

Eg. If a mobile version of a website needs to go to a re-directed page with different code on it (eg. or, this may downgrade your ranking with Google. Google wants the same HTML to be available on all devices. There are options though - if there are several URLs for one website, certain provisions can be put into place by following these new Google guidelines. Unfortunately, it means you are constantly needing to update your website's code and information - the code that "once was" needs to be upgraded...

There are many facets to Search Engine Optimisation and it's frustrating when you're not reaching your targets!

Our advice at Web'n'more is to:

1. Be true to your target audience by addressing who you are targeting. Most websites we have SEO'd for specific "niche" audiences have successfully reached the front page of the search engine for those "targeted" key phrases. Trying to reach "everybody" in the world is unrealistic for most small-medium businesses. Target your desired locations and be specific with what you are targeting. A slice of the pie is better than no pie at all. 
2. Use Social Media to link to your website - Social Media is a powerful way to engage your network of friends, family, business associates, competitors and their surrounding networks into your online world.
3. Write content that is "Quality" and "Meaningful" to your target audience.
4. Continue to update your website - Google likes activity, the more you update, the more it checks your website to see if there is changes - then make sure you are obeying all Google's rules of a good website!
5. Use Public Relations / Media Consultants to create buzz about your business through the media, events and campaigns. These highly visited websites are usually ranked reputably and with links to your website, your ranking will improve accordingly. A great company we deal with regularly is Lightbulb Media & Marketing. Think of other reputable websites that can link to the content on your website - positively...


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