How long will links remain the benchmark for successful website promotion?
How long will links remain the benchmark for successful website promotion?
Since the advent of search engines, link building has been one of the most reliable strategies for promoting websites on the Internet. Its essence has changed greatly over the years, however, the need for it has not disappeared. Without links from external resources, your domain will not be as successful as possible.
Every year, Google releases dozens of updates for its search, and some of them completely overestimate concepts such as relevance and credibility. The company assures us that it is not going to slow down, and promises to release more significant updates in the future. Is there a possibility that one day the link-building strategy will become obsolete? If so, what can come to replace it?
How Page Rank works
In order to understand why links play an important role in SEO, you need to understand the principle of PageRank.
PageRank is the most important algorithm that determines the credibility of a site. He went through a lot of transformations, however, his basic concept remained the same: Google measures the relevance of a particular page (its correspondence to a particular query) and calculates the subjective authority of the domain. The latter is based on the number and quality of external links pointing to a page or site.
For example, compare sites A and B. Resource A has 50 links from quality sources, and B – 30 URLs from sites of varying degrees of authority. As a result, resource A will receive higher ranking positions and become more visible in the search, since all those 50 external references to it played the role of “votes” for its credibility.
Of course, I speak figuratively, but this is a fairly simple explanation of the basic principle of PageRank.
Why with the advent of Penguin has not disappeared link-building
In 2012, Google released a major update for its algorithm Penguin, which had the potential to exclude link building from the list of effective tactics of advancement on the Internet. The purpose of the filter was to cap out the “bad” links that were generated purely to improve the ranking of the site, and to encourage quality URLs. Over time, the work of Penguin has become more complicated and the requirements for links have become tougher, but, nevertheless, the link-building has not disappeared anywhere.
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Why? The fact is that SEO-optimizers changed their tactics along with algorithm updates and began to focus on quality, rather than on the number of external URLs. They began to invest much more time and labor in the reference database, began to build relationships with reputable publishers and create really useful content. Links to such resources not only no longer fall into the category of “spam”, but also carry a great value. Thus, URLs remain one of the most significant factors in a successful SEO strategy, only now is their quality, not quantity, at the forefront.
Potential threats
If Penguin could not “kill” the link building, then what can? The existence of this SEO-tactics is threatened by several Internet phenomena from completely different spheres:
IoT and voice search. The first cause of the disappearance of link-building can be the so-called “Internet of things” (Internet of Things) and voice search. Home consoles such as Google Home are gradually turning our notions about working with the Internet and applications. Users are increasingly relying on voice calls and expecting the fastest possible answers to their questions. All this can lead to the fact that the search for traditional websites can go to naught, and the leading role in the ranking process will begin to play not the authority of the domain, but its relevance, as the user will need the search engine to independently choose for him the most accurate result search.
Applications. It is possible that in the future, applications will replace traditional versions of websites for us. Google and other search engines have already begun to implement in their services various functions for applications, as their developers understand that people are much easier to work with such an interface. Development in this area can lead to a decrease in the importance of both websites and links to them.
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Feedback and evaluation. Search engines (including those that function within application stores) tend to more often equip the pages of the issue with the ability to leave feedback and display ratings. When ranking, they pay great attention to quality reviews of the product, service or site, as they indicate a certain level of user involvement. In the end, reviews, ratings and other feedback can displace links by their importance.
New technologies. Finally, do not forget that technological progress does not stand still. Search engines are constantly evolving, and the link-building can be replaced by new functions and opportunities, which we do not even suspect.
Gradual changes
Do not panic: let each of the above technologies have the ability to displace the link-building, this will not happen in the near future. Yes, the scope of SEO is changing at an enviable rate, but even the weakest innovation requires a lot of time to get accustomed to users. If tomorrow we were told that link building no longer plays any role in search engine optimization, the work of the world-famous Google would have risen tight. Most likely, large-scale changes will occur within five or even ten years.
Conclusion
Currently we are seeing the heyday of link building as SEO-tactics. In all studies and rankings, links are ironically ranked among the top three factors in successful ranking, and the benefits they bring to sites are not limited to leading positions in extradition.
Smart House technologies and applications have not made any search revolution – they just brought new elements into the sphere of SEO, which at that time was formed to the point of accepting and adapting them. Therefore, in many years, when the significance of links will fall, we will be ready for everything that will come to replace them.
Why SEO optimizers need to update their strategies?
Why SEO optimizers need to update their strategies?
When you first plunge into the world of search engine optimization, you are amazed at the huge number of strategies and tactics that need to be trained. However, the more you recognize and do, the more you risk getting into a dangerous situation – stagnation.
Having worked on the promotion of the site for several years, many SEO specialists understand that they constantly use the same tactics and do not see any development in professional terms. In order to succeed in the field of search engine optimization, you need to periodically update your strategy, apply new methods to it and do not be afraid to experiment.
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The reverse side of the big experience
At first glance, it may seem that experienced optimizers have nothing to worry about, however, they also face a number of problems:
● Power of habit. Over time, even the most advanced SEO experts begin to use the familiar and proven tactics. It is unlikely that they will be able to abandon them until something breaks the smooth process.
● Excessive self-confidence. The more you gain experience, the more confident you become in your abilities. At the very beginning of the journey, this is only good, but over time it can lead to arrogance and unwillingness to develop.
● Waiver of a new one. The scope of SEO, its main mechanisms and tools for promotion are constantly changing. If you do not strive to obtain new information, believing that you already know so much, you are unlikely to be able to adapt your strategy to all changes. One day it may turn out that your knowledge will become obsolete.
Let’s find out how stagnation can harm your strategy, and then we’ll look at what can be done to update it.
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Neglect of new tools
One of the reasons why you need to update your strategies is that new developments and technologies are constantly appearing in the field of SEO. Google regularly updates its algorithms, introduces new ranking factors and user interfaces. In this regard, the preferences of buyers and their search habits change, which affect the value of content and individual keywords.
One can not argue with the fact that the bases of advancement on the Internet practically do not change: under the distribution of the notorious update of the Panda algorithm in 2011, less than half of all search queries fell. However, this does not mean that you need to stick to the same strategy all the time and expect from it equally high results.
Prejudice and vicious circle
The more time you apply the same techniques to your strategy and communicate with people from the same community, the more you will take root in your judgments and be afraid to change something. Reading the news from the same authors, trying the same techniques and making sure of their success, you run the risk of driving yourself into a vicious circle and falling far behind your competitors.
Routine and stagnation
In our society it is considered that consistency and constancy are the key to success. However, you will agree that stability can lead to a routine and undermine the long-term potential of your SEO strategy.
Complacency
I often come across experienced SEOs who are conceited after they find a suitable strategy to promote their business on the Internet and achieve some success. Indeed, why change anything when current results exceed expectations?
Fear of experiments
The scope of SEO encourages those who like to experiment. The key to the success of search engine optimization is the constant testing of new techniques and tools. You can constantly test innovations, look at how they work for you and either abandon them, or implement them in their strategies. In this there is nothing complicated, however, many optimizers neglect such an opportunity, considering that it carries a threat.
How to give your strategy a second life?
From the previous sections, we realized that updating the strategy is very important. But how to make these changes truly effective in order to achieve the desired goal and indicators?
● Find new sources of information. If you want to learn something new, look for answers to your questions on different sites. Try to study the information on sources that you knew about, but for a long time ignored. Study different opinions.
● Carefully analyze your tactics and their results. Analyze all your tactics, but do not rush to leave it as it is, thinking that they are working for you. Consider each of them separately and discard those that turned out to be ineffective.
● Try new techniques. Do not be afraid to take risks! Even if you are not sure that the new tactic will bring you strong success, give it a chance. Let only one of the ten options work, but, believe me, you will get much more results from it than from your basic and stable strategy.
Experiments and an unbiased attitude to new tactics will help you improve your SEO strategy, see the qualitative results of your work and avoid stagnation. Always be open to the new, if you want to bypass your competitors, and do not be afraid to take risks.
How many external links are required for the first results in SEO website promotion?
How many external links are required for the first results in SEO website promotion?
When you begin to optimize your site in terms of SEO, you will want to see the first results of your work as soon as possible. You will want to promote your brand at the very beginning of its path or, conversely, correct mistakes of the past when you neglected the promotion on the Internet. At the same time, you already know that links are the most effective tool for increasing the credibility of your domain and improving the ranking of your site on relevant queries. Even though you were originally prepared for the fact that link building is a long-term tactic, you will want to know how many external URLs you will need to get to make things go uphill. Let’s find out.
Most Important Links Settings
First of all, you need to understand that not all links are equally valuable to you. They are small indicators of your status on the web and can help you in your work depending on a number of factors: your source, placement and relevance.
When evaluating the effectiveness of links, the following parameters are most often considered:
● Influence of the source . The most important parameter of the link is the authority of the domain (or – to a lesser extent – the authority of the page) that refers to you. The more respected sites publish information about your domain, the sooner you will become a verified source of information for Google. In order to assess your level of authority, you can use the Moz Open Site Explorer tool. In most cases, the higher the digit as a result of the operation of this tool, the greater the effect the selected link will have. Always seek publications on more respected resources than yours.
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● Variety of sources . After publishing the URL on this or that site, the effectiveness of each subsequent link from the same domain will decrease. From the point of view of SEO, it is much more profitable to promote the same link on three different domains than to publish three URLs on the same resource, even if it is very authoritative. A variety of sources also plays a leading role in the formation of the value of a link.
● Landing page . Links to your site will increase the status of not only your domain, but also individual pages to which they will point. If you promote one page with high-quality content, it will start to rank higher in the ranking faster than if you were distributing several materials at once. In general, SEO is valued for diversity, but it is in this situation that you can benefit from focusing on one thing.
● Links between keywords . Anchor text of your external links no longer plays such a role in SEO, as before. However, it is important that there is a link between your anchor text and the content on third-party sources that link to you. Everything that you do and everyone you work with should have similar goals. Thus, the relevance of the pages of your site is formed.
● Time . Do not forget that getting an external URL to your site does not lead to an instant increase in its authority. Google needs time to index and evaluate your link, and it may take several weeks or more before the first results are received.
Other important parameters
In addition to all of the above, you should pay attention to other important parameters of the valuable link:
● Other elements of your site . Links are very powerful, but not the only tool for website promotion in search engines. Such elements as site structure, as well as the quality and relevance of your content, can significantly affect the course of your SEO campaign.
● Current status in the search engine and position in the ranking . If you just started to optimize and promote your site, the first results of your work will become visible very soon: having acquired a new external URL, your position in the ranking will immediately increase. However, if you are already an authoritative site, then such a small step will not be enough. You will need a lot of effort to get around competitors and take the first position on the search results pages with the help of external links.
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● Additional links . When information about your domain is published by another resource, you have a great chance not only to attract a new audience, but also to get a few more external URLs. It often happens that the site hosts some material, and they are shared by other publishers. If your content is interesting enough and quality, you will not be limited to one third-party publication at a time.
● Competition . Do not underestimate the factor of competition for the keywords that you are going to target. If you want to achieve the first position on the popular “key”, you will have to get hundreds, or even thousands of external URLs for these purposes. Therefore, do not neglect work with less competitive, but more relevant keywords for your business – you can be at the top of the search results pages much faster and more securely settle there.
In general, it is impossible to calculate the exact number of external links that lead to the first results in SEO, because they are not the only factor in successful ranking. Everything will depend on how much time and effort you put into the link building. By tracking the quality, diversity and sources of your external URLs, you will be able to achieve the desired leadership faster, at least within a few weeks. Do not bet on the number of links, but on their quality, and then the success will not keep you waiting.
Promotion of sites in mobile delivery: what will the launch of Google’s mobile index lead to?
Promotion of sites in mobile delivery: what will the launch of Google’s mobile index lead to?
Google’s Mobile Algorithm, launched in 2015, has set new standards for optimizing mobile sites. Now Google is working on updating it, claiming that it will change our understanding of mobile resources. However, does the new version of the algorithm have a chance to eclipse the so-called Mobilegeddon?
Briefly about mobile indexing
In November 2016, the team of the largest search engine told about its ideas in the field of indexing mobile sites.
The first-order mobile index appeared to ensure that the Google system could match all modern search trends. Currently, users are much more likely to search and browse something from their smartphones and tablets than from a PC, so the company needs to constantly move forward. It’s worth noting that even after launching its large mobile algorithm, Google first looked at PC versions of sites when ranking. After the release of the update, on which the company is currently working, the search engine will primarily index the mobile version, and consider the traditional form of the resource and its applications only as an add-on.
At first glance, this may not seem very important, but if the mobile version of your site does not contain content that is contained on its PC version, users of smartphones and tablets run the risk of not seeing it at all.
Google is testing this update for six months, but why does it not appear in the light? In March this year, company spokesman Gary Illis said that Google would like to release a new version of the algorithm this year, however, the team did not set itself any specific deadlines.
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New facts
Fortunately, Google does not allow us to be bored waiting for updates and constantly throw up new information for reflection. For example, in his recent video chat in Hangouts, the developers of the company told a lot about mobile indexing:
● When the new indexing method takes effect, the first ones in it will be those sites that are ready for it. It is worth noting that earlier Google introduced new algorithms unexpectedly, in a quiet manner and applied them to all sites without exception. Here, the company decided to slow down and make its work gradually. The update will first touch those resources that have a high-quality mobile version, rather than those that need to make many changes to their structure. Thus, if you are not yet ready, then you will have time to catch up.
● Sites indexed in a new way will not receive any notification about this. The company said that it plans to make the transition as inconspicuous as possible.
● One of the biggest problems with the transition to a new indexation was the work with pictures. In order for images on your site to be displayed in the corresponding section of mobile search, you need to embed them in the mobile version of your resource and accompany them with alt-text, which will clearly describe their content. Without this important step, all the optimization measures you carried out earlier may be meaningless.
● Site versions that are unequal in content greatly affect the ranking of the entire domain as a whole. If the versions of your resource differ from each other in terms of content (and especially if there are fewer on mobile), the ranking of the PC version of your site may fall.
● There is nothing worse than a bad mobile site. As Google says, it’s better not to create a mobile version of the site at all, than to promote unfinished or substandard. Infinite errors and non-opening pages can hurt you much more than the absence of a mobile site.
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Preparing for the consequences
What will the algorithm update? Will it be the next Mobilegeddon?
Even if it does, then, I want to tell you honestly, Mobile Geddon was greatly exaggerated and overrated. That version of the mobile algorithm affected a minority of sites that were not completely optimized for smartphones and tablets – and it can not be said that their positions in the issuance have radically changed. I recommend you not to succumb to the panic that is ripening in the SEO community, but to read all the tips and instructions from Google to prepare for the changes. I assure you, in this case, the transition to a new type of indexing will pass for you unnoticed.
Observe the order on different versions of their sites, make sure that they are quickly loaded and worked well on all pages. If the mobile and PC versions of your resource are equal in content – this is very good, and you do not need any action. First, Google will index your mobile site, and then go to its full version.
Also make sure that you have added a mobile version of your resource to Google Search Console, do everything possible to ensure that both versions do not differ from each other in content, intelligently optimize images on its pages and include structured data in them to get your content into selected snippets.
For Google, switching to a new kind of indexing is a big step, but do not overestimate it. Completely prepare for the changes, and then they will pass for you as smoothly as possible.
Applications in SEO promotion sites
Applications in SEO promotion sites
If you have been working in the field of digital marketing for a long time, then you know exactly what search engine optimization is, and what it is needed for – never been associated with it. However, the time goes by, and for most of the private SEO optimizers so far is just an optimization for Google.
Their associations can be understood: Google has long been the status of the largest search engine. Two thirds of users around the world who are looking for something on the Internet, work with this search engine! It’s important to get started in Google, but still, it will not be enough to attract the maximum number of people to your site.
For example, if the main source of your profit is a mobile application, then, of course, you want to have as many people downloaded it.
Despite the fact that some links to it appear in the Google search results, people are more likely to find it in the application stores of two well-known operating systems.
The optimization of applications will help your product to better rank in the search for Apple and Google stores for various queries. As you understand, this complex topic requires a lot of knowledge, and in this article I will tell you about its fundamentals.
Promotion outside stores
Once you’ve understood your settings, downloads, ratings and reviews, you’ll want to promote your app outside of Apple or Google stores. Here you can come to the aid of creating a separate site dedicated to your project, pages in social networks, paid advertising and banners for other sites (you can check out common sizes for banners here).
In this article, I wrote about the basics of SEO applications, and they will be enough to optimize your product for any store that you are targeting. When you start your project, do not forget to track its ranking, the number of downloads and the rating to constantly improve these indicators and always know what to aim for.
Basic concepts
As I said, start with the basics. Optimization of applications is very similar to the usual for us website promotion. Application stores strive to ensure that users get better search results for their requests, and for this they are important to observe two things:
● Relevance of search results . Focusing on the requests “time management” or “running”, stores will try to output to the user those applications that are able to meet the user’s needs as precisely as possible.
● Application quality . If several relevant services are available on request, they will be ranked according to the quality of their implementation (design, name, etc.).
The work of the application optimizer is to improve both these indicators and make sure that its product will be indexed properly – to clearly show users their purpose and level of quality. There are several tactics to help you achieve this.
Names and categories of applications
Despite the fact that technically Apple and Google stores are different, the methods of their work are very similar in concept, so we will not share them. The first thing you need to do is to come up with a name for your application. This will be the main and strongest signal of its relevance. That is, if a person enters the query ‘Uber’, he wants to get the application with the same name first in the list.
Try to include at least one keyword that describes the main function of your product. For example, an application optimized for compliance with this diet will be called ‘My Diet Tracker’. Despite the fact that this title is not too short, its wording is simple, which means that it will be remembered by users and will give them more confidence.
After defining the name of the application, you need to select the category in which it will appear in the store. Apple has an excellent guide on this topic.
Keywords and description text
As with traditional promotion methods, you will need to conduct a small analysis of keywords and understand which of them your target audience uses when searching for similar products. Create a list of potential keywords for promotion and include them in the description of your application. Do not forget that its wording should be precise, simple and formulated in a spoken language.
Also, you will need to register several tags for your service so that it is more accurately classified in the store.
Pictures & Videos
Application Stores exist not only so that many people will know about your product. They are needed for users to download it by tapping on its icon and reading its detailed description.
A lot depends on the description of your application. It should attract people’s attention and let them know that by downloading this service, they will receive exactly what they need. To do this, I recommend that you add a few screenshots in good resolution to the description, as well as pictures and videos demonstrating the process of working with the application. They must impress the user.
Feedback and feedback
For many of you, it’s no secret that app stores rank the search results based on their rating and positive feedback.
Motivate your users to evaluate your application and leave feedback about working with it. Pay attention to what they say: if there is some element that evokes resentment in people, try to immediately eliminate it. At first, it will be difficult to collect feedback, so offer your users some bonuses for it.
Regular Updates
Do not forget about the importance of constantly releasing updates for your product, so that it meets the most current requirements of the operating system, pleased users with new features and remained safe for them. This will talk about your dedication and your desire to provide people with the best conditions for working with your service.