If you have original, quality content on a site, you also have a chance of generating inbound quality links (IBL). If your content is found on other websites, you will find it hard to get links, and it probably will not rank very well as Google favours diversity in its results. If you have original content of sufficient quality on your site, you can then let authority websites – those with online business authority – know about it, and they might link to you – this is called a quality backlink.
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QUOTE: “Fixing the problem depends on the issue you have. For example, if it’s a pop-up, you’ll need to remove all the pop-up ads from your site. But if the issue is high ad density on a page, you’ll need to reduce the number of ads. Once you fix the issues, you can submit your site for a re-review. We’ll look at a new sample of pages and may find ad experiences that were missed previously. We’ll email you when the results are in.” Google, 2017
Comparing your Google Analytics data side by side with the dates of official algorithm updates is useful in diagnosing a site health issue or traffic drop. In the above example, a new client thought it was a switch to HTTPS and server downtime that caused the drop when it was actually the May 6, 2015, Google Quality Algorithm (originally called Phantom 2 in some circles) that caused the sudden drop in organic traffic – and the problem was probably compounded by unnatural linking practices. (This client did eventually receive a penalty for unnatural links when they ignored our advice to clean up).
Big sites can rank for the most general terms. Smaller sites within a very specific niche can do the same. Of course, it’s also easier if you’re writing in a language that is not spoken all over the world. For most smaller sites that are writing in English, however, the general rule of thumb is this: start with a big set of long tail keywords which have little traffic, but you can rank for more easily. Then, work yourself up to the rankings step-by-step. Once you’ve gained some SEO authority, start optimizing for more general keywords. And in the end, maybe you will even be able to rank for your head keywords!
OBSERVATION – You can have the content and the links – but if your site falls short on even a single user satisfaction signal (even if it is picked up by the algorithm, and not a human reviewer) then your rankings for particular terms could collapse – OR – rankings can be held back – IF Google thinks your organisation, with its resources, or ‘reputation, should be delivering a better user experience to users.
Both require knowing your audience. To succeed at both strategies, you must have a good understanding of your audience and how they act. By using buyer personas and psychographic segmentation, you can get to know your audience, discover what their needs are, and what they are searching for. Then you can create valuable content that shows up when they go looking for solutions related to your brand.
The SEO starter guide describes much of what your SEO will do for you. Although you don't need to know this guide well yourself if you're hiring a professional to do the work for you, it is useful to be familiar with these techniques, so that you can be aware if an SEO wants to use a technique that is not recommended or, worse, strongly discouraged.
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