Despite these frequent updates, most of them are small and don’t represent new ranking opportunities. Core search engine algorithms haven’t changed all that much in the past decade, so frequently changing your content strategy would actually harm your rankings in the long run.
Instead, businesses should develop an SEO content strategy that can survive any future algorithm update. Here are 10 ways you can SEO-proof your content and stay ahead of the curve.
Surviving Algorithm Updates
1. Make Your Website More Crawlable
If you’re not visible to search engine bots that crawl websites, and your pages aren’t correctly structured, you’ll never get indexed properly. This is where technical SEO matters.
- Make sure your pages contain the correct titles and meta descriptions.
- Mark up your website with Schema.org markup.
- Use web crawler tools such as Fetch as Google or SEMrush to check for issues.
- Familiarize yourself with Google ranking factors. This SEO guide from Search Engine Watch is a great place to start.
2. Publish Quality Content Frequently
To improve your search engine rankings, you have to create and promote great content. This means publishing unique, in-depth content that is easy to read and useful to visitors. Find out more about the link between quality content and SEO.
3. Keep It Fresh
Updating your content regularly is a great way to show search engines that you’re committed to producing useful content. It keeps visitors returning to your site and is a positive signal to search engine crawlers.
Create more evergreen content. This type of content works over a longer period of time and will hold its value through any future algorithm changes.
Search engines will continue to use indicators such as quality links to detect trustworthy content. Put simply, the more links you have pointing to your site from credible sources, the higher your rankings.
Today, even brand mentions are used as a quality signal, so reach out to influencers in your industry to get more mentions and backlinks.
5. Diversify Anchor Text
While keyword-rich anchor texts used to be recommended by SEO experts, it could now be viewed as a manipulative SEO technique. To avoid search engine penalties, use more natural-sounding language in anchor text, use various synonyms, and ensure it relates to the overall content of the page.
There’s no denying that social media signals impact search engine rankings, and with the growth of social media, social signals are likely to become even more significant. Building relationships with followers on social media takes time, but the resulting shares and brand mentions are worth the effort.
7. Make Your Content Accessible
Google is now giving more prominence to mobile sites in the search results pages, so if your website isn’t mobile friendly, your rankings will probably go downhill. Use Google’s Mobile-Friendly Test to see how Google rates your website for mobile friendliness and follow its guidelines to protect your rankings.
8. Speed It Up
Optimizing your website for speed is crucial. Fast-loading web pages are even more important to mobile users, who won’t tolerate slow-load times. Try compressing your images to speed up page load times, and use Google’s PageSpeed Insights tool to discover any issues that may be harming your site.
9. Follow the Rules
Trying to manipulate your rankings using underhand techniques won’t work anymore. Keyword stuffing, link schemes, and duplicate content are quickly penalized. Chasing SEO trends and trying to outsmart Google shouldn’t play a part in any long-term content strategy; today, search engine algorithms are too sophisticated.
10. Focus on Your Customers, Not Search Engines
Instead of trying to beat the system, focus on providing valuable content that is customer-focused. Search engine algorithms will always change, but the needs of your customers will not. Ultimately, search engines are focused on providing users with the best results, so if you don’t create content that attracts your target audience, it won’t stand the test of time.
You may not see immediate results, but you’ll be building a library of valuable content that will survive any algorithm update. And remember that there are many ways to engage your audience and increase traffic without relying on search engines.
While you can’t predict the future, you can take steps to ensure that future algorithm updates don’t destroy your rankings. Algorithms will change, but search engines will always be seeking out and rewarding high-quality content that is valuable to your target market.
Rather than reacting to SEO trends and worrying about every little algorithm change, focus on consistently delivering outstanding content. Follow the fundamental SEO content strategies outlined here and you should be okay.
Need help creating high quality content to drive your SEO goals? Constant Content’s SEO writing service connects you with talented freelance writers that know how to create great SEO content.