The Old World of SEO and Internet Marketing
Hey guys, Garrett Cassells here.
Before determining if we’re a fit for SEO related services it’s important that everyone is on the same page.
There’s been a Shift in the way SEO works
Over the last few years there’s been a HUGE shift in the way SEO works.
Now I’m not talking about minor shifts in Google’s algorithm. Google makes hundreds of tweaks to their
algorithm every year. 99% of these are small and relatively insignificant.
Fundamental change in the way that Google ranks websites.
The shift I’m talking about here is a fundamental change in the way that Google ranks websites.
And because of these changes, a lot of so-called SEO “best practices” simply don’t apply anymore.
Now some people have caught onto this shift and are getting more traffic from Google than ever before.
Let’s dive in with Old World SEO Mistake #1: Regularly Updating Your Site With
Fresh, Quality Content. I get emails like this at least 3 times a week:
I don’t understand why my rankings aren’t improving. I’ve spent the last 6 months regularly updating my
site with fresh, unique content. In fact, we’ve posted over 100 posts to our blog over the last few months. And yet, traffic hasn’t budged at all.
What am I missing?”
Here’s the deal:
A few years ago, the whole “publish lots of content” approach worked pretty well.
After all, Google fell in love with blogs that updated all the time.
And people went crazy over sites that published something new every day or week.
And if the content was actually good? That was even better!
But over time, a regularly updated site — even one that pushed out quality content — became a commodity.
Updating your site on a regular basis” quickly became obsolete.
It became a commodity in the eyes of readers…but also in the eyes of Google.
With only 10 spots on the first page — and thousands of sites evying for those spots — overused strategies like “publishing quality content” and “updating your site on a regular basis” quickly became obsolete.
Unfortunately I had to learn about his mistake the hard way.
When I started my first blog in 2012 (about weight loss), I religiously followed the old world SEO advice
that I read online.
With this weight loss blog, I followed advice that I read on blogs and forums written by so-called “SEO
Almost every article I read said the same thing:
“If you want to rank in Google, make sure to keep your site updated with fresh, quality content.”
So I made sure to update my site at least once per week — and in some stretches when I really wanted to
get higher rankings — I’d publish every day.
I also didn’t do any content promotion.
Why would I? The so-called SEO experts told me that all I needed to do is “regularly publish great content” and “the rankings will follow”.
So I just published lots of content and hoped that, someday, Google would reward me.
After months of wasting time with nothing to show for it but a few visitors here and there,
How is this possible?
It’s because I didn’t spent much time promoting my content because I was too busy focusing on creating new content. Once I spent those 2 months promoting the content that I already had on my site. Traffic rose by 40% to 60%.
For more information on website marketing with content promotion feel free to schedule a consultation.
It’s time for our second Old World SEO Mistake: Focusing on Long Tail Keywords.
Long tail keywords use to work great. Back in the day, Just put up 100 articles about the same topic and optimize each of them around a different long tail keyword and Google would show these articles love.
Unfortunately, that approach doesn’t work anymore.
Google’s Panda update was the first nail in the long tail keyword coffin.
Google’s Panda update specifically targeted sites that published lots of mediocre, long tail keyword
focused content. And Panda made something very clear: Google doesn’t want to show their users huge,
long-tail focused sites like Ehow and Ezine Articles. They want to show their users world class quality content.
I saw this shift happen right in front of my eyes.
In 2011, a site called Livestrong.com. They’re owned by the same company that runs eHow.
And Livestrong’s entire approach to SEO was:
- Find a long tail keyword.
- Create a mediocre article optimized around that long tail keyword.
For example, write one article optimized around “fat burning foods”.
Then I’d immediately move onto another article. This one would be optimized around a similar keyword
like “foods that burn fat”.
And as you might expect, the content for both of these articles was pretty much the same.
Despite that fact, one article would inevitably rank for the keyword “fat burning foods”. And the other
article would end up ranking for “foods that burn fat”.
And that approach worked well for Livestrong until one day Google wiped them out with Google Panda.
A few months later they laid off their entire team of writers.
That said, Panda isn’t the only issue with the long tail keyword approach.
Semantic search (also known as Google hummingbird), also changed the game.
Hummingbird means that Google can now figure out the intent behind a keyword. And this update was the last nail in the long tail keyword coffin.
Today Google considers long tail keywords like “fat burning foods” and “foods that burn fat” the exact same keyword. So there’s no point in creating two articles optimized around each one.
Bottom line? The long tail approach to SEO is largely obsolete.
The system I use is what’s are known as Medium Tail Keywords. Medium Tail keywords are more general yet informative. This approach allows you to rank for a more diverse group of related keywords.
But for now, to give you an idea of how little long tail keywords matter today, let me show you an example: A post called: “On-Page SEO: Anatomy of a Perfectly Optimized Page”.
Today, according to SEMrush, that single page ranks for over one thousand different keywords.
What’s going on here?
Well, this page is optimized around a single medium tail keyword. And Google considers that page an
amazing piece of content (mostly because the page has so many links pointing to it). So they rank that
page for as many different keywords as they can. No long tail keywords required.
And now it’s time for our last old world SEO mistake:
Not proactively building links (also known as the “Publish and Pray” approach).
I get how appealing so-called “natural backlinks” can be.
Unfortunately, as nice as “natural links” sound in a blog post or on stage at a conference, they simply don’t happen very often in the real world.
In fact, according to WordPress, there are over 2 million blog posts published every day.
With so much content already out there, you have a better chance of winning the lottery than getting
The question is: HOW do you get people to link to your site?
It’s actually not as hard as you might think.
First, you need to create content designed specifically to generate links and shares. This is key. Most
people create content that they THINK will do well. But real content marketing pros create content
specifically engineered to get backlinks and social shares.
Then, you need to strategically promote that content. This is also super-important, and a step that a lot of people mess up. Because the truth is there’s a right and wrong way to promote your content. And when you promote your content with the right system, you can get the type of links that actually make A difference in your Google rankings.
If you’re interested to learn all about The NEW World of SEO and how it can benefit your business; feel free to schedule a consultation.
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