Why do the Search Engines keep changing what they want?

One of the common posts that come up on forums is ” why do the search engines keep changing their minds what they want” ? Well here some old news, the search engines really don’t chop and change what they want, really they don’t They all want one thing, to deliver the most relevant pages to searchers. it isn’t rocket science (despite what some of the telephone sake oil salespeople SEO’s tell you). SEO is simple, here are off my cuff the simple basics of seo.

Make sure your site can be spidered

If it can not then all else is wasted, this is a basic that believe it or not many overlook.

Make sure the spiders can spider it quickly and understand the importance of every page in your site.

Set up a nice clean navigation and folder structure with the site broken down into pockets of focused and related pages. Put in place a site map, with links to the pages, and a brief text explanation of what to expect from each page.

Carry out keyword research an do not cut corners

Keyword research is the bedrock of any marketing, be it PPC or organic SEO, get it right and it is a joy, get it wrong you pay the price miles down the line when you have to come all the way back and start again.

Create the structure above, and create informative clear crisp focused pages

A page should focus on a subject and the subject should be clearly identifiable. Make the subject the page title and your away.

Create clear page titles

How on earth do you expect a search algo to know what your pages are about if they are not clearly marked? Keep in mind that the page title serves two masters, the search engine, and more importantly the searcher. A clear focused page title will encourage clicks to your page.

Be proud of your site

Let people know it exists, submit to directories, contact other sites that are likely to be able to share client types, and swap links.

Link out

So much is made of incoming links, but I am a firm believer that you can assist the search algo’s greatly by linking out to good authority pages from within your site. This is how it was in the beginning with academics citing each others work, and this still works today.

Use the right anchor text

Anchor text was again how we did it in the early days, but people kind of lost track of that. Now again they realise the importance of anchor text. Use descriptive anchor text when possible, and this includes internal links within your own site.

Take a look and tell me what is new there? the answer is nothing really. So SEO doesn’t change, the search engines don’t keep changing their minds over what they want. The problem is that too many people create sites that algo chase one factor or another, and when the weight is altered for this factor, they have to move onto another to shore it up. Create a good well balanced site with all the elements covered, and it will stand the test of time.

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