Like the internet itself, SEO is changing on a daily basis and some tactics that work today might not be viable in a couple of weeks. That’s why it’s important to keep up with the current SEO trends and ditch the old ones, especially since Google is constantly updating its search algorithms.
If you’re looking to stay on top of your SEO game, you shouldn’t waste time on tactics that are obsolete and won’t bring you any traffic. This guide is here to cover some of the things you shouldn’t be doing anymore when it comes to SEO tactics.
Ever since RankBrain was released in 2015, keyword density has become a thing of the past.
Granted, before this we all worried about how many keywords we used per 100 words in order to get the best out of search engines, but now search engines are more intelligent and the most important thing for ranking has become relevance.
This isn’t to say that you should forget about using keywords, not at all. What you should be doing is creating content that is focused on the reader, and not on the search engines.
Huge Number of Links
A couple of years ago you could rank better with a bad page (content wise) than a good one only because you had more links with anchor text leading to your site. This is no longer the case, as the quality links have taken over quantity of links since Google Penguin was launched. Now you could be digging yourself a grave if you’re concentrating on quantity only, especially if those low-quality links have been penalised, or you get a lot of those links in a short time span. Instead, you should concentrate on natural link building, like partnering up with high-quality sites in your field. A Page for Each Keyword Creating individual pages in order to target every potential iteration of your main keyword used to work with the search engines, but not anymore. Today, like we mentioned, Google is much smarter and focuses on user intent rather than technical optimisation, so you should always put usability in the first place. Invest more time and fit those keyword variations on a single page, but do it intelligently so that it looks natural to the reader. Remember, today the search engines are all focused on the users, so if you’re focusing on the users as well – you’ll be sure to improve your ranking. Ignoring Social Networks Now this one’s big, because social networks used to be a non-factor when it came to search engine rankings. This is no longer the case, as Google uses social signals in order to figure out how to rank a website. This basically means that you should be doing everything in your power to be relevant on social networks. Not only because you are likely to rank better, but social networks are also great for building brand awareness. With all this considered, it’s no wonder that SEO companies recommend you integrate social media into your SEO campaign. Keyword Stuffing We already covered the need to be as user-friendly as possible, and this one’s no different. Instead, always put the focus on the quality of your content over keywords. Also keep in mind that a high click-through rate is very important for ranking when it comes to Google, and nothing will get you there faster than good writing. While repeating keyword after keyword might seem like a good idea as an SEO tactic (and it used to be a valid tactic) it’s not exactly pretty to look at. The more your page is appealing to the human visitors, and not the search bots, the better ranking you’ll achieve. Final Thoughts Many people consider SEO to be dead because of all the changes that happen to it, but it’s only so if you consider SEO to be cheating of the search engine systems. Today, SEO is all about attracting the attention of the user through quality content. The good thing about this is that good content will never become obsolete, no matter how much SEO changes in the future. So stick to your audience and try to please them, because we promise you that you won’t miss the mark when it comes to search engine rankings. Chloe Smith is a cycling enthusiast, business consultant for SEO Company Perth and a part-time writer always willing to share tidbits of advice. She believes that passion, courage and, above all, knowledge breed success.