Google, like time itself, stands still for no one. Over the past 18 months or so, the search engine giant has made big changes to its algorithms. Among Google’s goals: Improve the user experience by delivering relevant, fresh, quality content and, at the same time, crackdown on those using questionable search engine optimization (SEO) techniques to gain an unjustified ranking position. Moz, which delivers Software as a Service for gambling SEO and other tools, even keeps a regularly updated Google Algorithm Change History. In 2012, the blog listed 37 significant algorithm changes alone. So what does all this change mean for online marketers who legitimately use SEO techniques? Have the rules of the game changed completely or stayed the same? Or are they somewhere in between? SEO experts agree that creating high-quality content, which earns authentic links from trustworthy and/or authoritative sites, still is and has always been the best SEO practice. Cyrus Shepard, senior content producer for Moz and formerly the company’s lead SEO practitioner.

Gambling SEO strategy

Nonetheless, online marketers should consider adjusting some tactics—if not their thinking about SEO—to continue ranking well in Google. Here’s what you need to know about gambling SEO today. In the past year, content marketing has become a big buzzword among online marketers, partly due to Google algorithm updates that penalize low-quality content. Paid links have especially been in Google’s crosshairs as of late. Moz encourages organizations to earn links though endorsements instead of paying for them. In the past, some marketers have embedded keyword-rich anchor text in online press releases in hopes of boosting their chances of being found in Google for the keyword contained within the anchor text. The indications are that Google has taken a tough stance against the practice, treating anchor text links in press releases as unnatural “paid” links. However, there’s still value in online press releases, particularly as a way to attract attention from journalists and bloggers.

If others write about your product or service and link to content about it, then that’s considered a legitimate “earned” link to Google. And those are the links that count the most today, gambling SEO experts say. Every other year, Moz surveys SEO experts to learn the most important search engine ranking factors. Web page and that pages search engine rankings, Shepard says. Google wants to deliver quality results to users. One definition for quality, among many, is a website or page that loads quickly, Shepard notes. This means sluggish Web pages are likely to rank lower than faster ones. Though Web site developers are increasingly avoiding Flash, there is still a lot of “poorly implement JavaScript and Ajax” out there to slow pages down, he says. Moz’s 2013 search engine ranking survey found a correlation between response time and ranking. Shepard, who defines “response time” as the time it takes your website to deliver the first bit of information to the browser—not the time it takes for the entire Web page to load.

Faster website response time can lead to a better user experience, which can lead to increased social sharing and lower bounce rates, Shepard says. Bottom line: It pays to make sure your entire site loads efficiently. Jill Whalen, SEO consultant at High Rankings, says technical issues affecting a website’s gambling SEO have always existed—and smart SEO consultants have always made fixing them a high priority. These issues, she says, run the gamut from bad content management system setups that create duplicate content to a site-wide navigation that’s basically invisible to search engines. While this may run counter to traditional SEO practice, Whalen says there are dangers to relying on keyword optimization today. Whalen recommends using a variety of words in your content instead and keeping in mind her new SEO mantra: When it comes to keyword optimization, less is more. Google and other search engines increasingly rely more on schema, also known as structured data and/or HTML tags, to improve the display of search results. Google is by no means done making big algorithm changes. DeMers recommends using responsive website design. This means serving the same page with an altered design tailored to mobile or desktop browsers, using techniques such as CSS 3 Media Queries.

This acronym has become the focus of gambling SEO experts. EAT stands for Expertise, Authoritativeness, and Trustworthiness. Google adopted these terms to orient its assessment of search result quality. They were introduced in the documentation that guides the evaluators who manually analyze the relevance of search engine results. They reveal what Google considers important when evaluating the quality of content. The trustworthiness of the author, the content, and the site. As a result, you can follow these guidelines in your content and SEO strategy to align with Google’s way of thinking. What is Off-page SEO? Now, it’s time to examine the factors beyond your pages with off-page SEO. What steps can you take to have more authority in the market and show Google that you are a reference? Here you need to consider that, unlike on-page SEO, with off-page SEO, you don’t have complete control over the optimization. The choice to include backlinks to your site, mention or directly search for your brand depends on others. What you can do is increase your chances of this happening.

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