7 Deadly SinsWe all know of someone that has fallen victim to one of Google’s latest updates, probablymore recently than ever before.So, what are the main elements that a campaign needs to avoid if they want to succeed inmost enigmatic search engine known to mankind - GoogleRead on to find out what we believe are the biggest sins of the Google world and under whatupdate this first came about.BEWARE: This may cause rebellious behaviour amongst all web owners
Gluttony Definition: over-indulgence of wealth items resulting in extravagance or wasteUpdate: All Past Google changesAll of the Google updates are opposed to gluttony and over indulgence, whether this be keywords or poorlinks.In 2003 the Florida update tackled low value 90’s tactics such as keyword stuffing and cloaking, which at thetime caused major problems.9 years on from this, Googles eagle eye is still on the over use of Content and Link farms, and using poor qualitylinks to gain an advantage within the Search Engines. There is so many resources out there which makes itsimple to build links but as we’ve learnt; if it’s too good to be true, it probably is.On the other hand, the changes in direction when more is better is most definitely in the area of content. Therecent Panda updates of the last 12 months have focused highly on Content being very much the King atpresent.Many websites have refreshed their content as well as utilising their News Feed, and found this has had a hugeimpact on their current rankings. With the rise of Guest Blogs in the decline of Article Directories, thealternative of Content seems to be here to stay.
Lust Definition: The burning desire for something whether this be for a person, wealth or powerUpdate: Social Signals – 2010, The +1 Update - 2011It’s important to lust for success online, but to what lengths you got to achieve this can either make or breakyour position on Google.The recent focus on Social Signals has meant that many people are eager to get more and more of a following,whether this be Likes, ReTweets or +1s.Unfortunately, as with many aspects of SEO, there are those people who provide a shortcut to getting thesocial power they want online. Many blog owners have turned to purchasing +1’s in favour of their onlineinformation to make is seem they are sought after more than is actually true.The risks of this is that your burning desire to have your content cached quickly, can in essence have theadverse affect and only your rankings will see the affect of this and then, no-one will find you desirable.
Envy Definition: Resenting someone or something that shows superiority.Update: All those for 2011 – 2012When you see a competitor on the top spot while your site dwindles further down the page, there can be signsof frustration but also jealousy.Reacting in the manner can cause a knee jerk reaction to excessively link build, create poor content andgenerally send many website owners into panic mode. Unfortunately, Google does not see this the same asyou, and black hat techniques can have a tendency to creep into a strategy.When envy creeps over and clouds vision, think about your long term investment into your campaign and thetime wasted if updates which have been in place to provide search engine users with quality websites areignored.Rather than get jealous, use what you know about the recent updates and look at your website architecture,content strategy and previous link building techniques to improve your site, rather than abolish competitors.
Wrath Definition: An emotion which envelopes a person when they feel wronged.Updates: Panda / Penguin UpdatesI think this is the emotions most of us have felt over the past 12 months. It is easy to direct your anger at those making thechanges, especially if the changes have drastically affected rankings.Unfortunately, we all know the reasons Google are giving Panda’s, Penguins and Caffeine a bad name is because as the industrybecomes more well known, the more manipulation occurs.If you are confident in your own techniques, and learn from the previous updates that have occurred, the less stressed you willfeel when it’s announced another turbulent update is on it’s way. Making sure your website has no link to black hat techniques,your content is fresh, your keywords are varied and apparent within all the wok you do, anger should not bestow you.Of course, Google understand the ‘wrath’ of people since the updates began, and their support teams have perhaps never hadworse days. However, with the reconsideration request being able to be put forward, this is giving some release for many webmasters that have made relevant changes and want Google to recognise this.There are some split views within the industry about whether admitting your mistakes to the big man is the best idea, with somepeople seeing positive results and others actually seeing their rankings worsen, but one thing is for sure, it’s about staying calm,being honest with yourself and learning from mistakes.
Greed Definition: Desire to possess more than one needsUpdate: Panda Update – 2011Similarly to gluttony, many people have been forced to pay for their desire to improve their rankings withquantity over quality.The recent Panda updates have seen many people become penalised within the SERPS as a result of beinggreedy with links, over optimized keywords and of course an abundant of duplicate content. Unfortunately forthose, being greedy has only meant more work is now needed.If this sounds like you, intentional or not, there are things you can to do to help your campaign but it’s verymuch about less is more. At this stage it’s about taking small steps to recover the work that has been done andtry to resolve those which have had the negative impact on the listings.If you know you have used link farms, content directories and your website is keyword stuffed, then youhaven’t used the best SEO practices. Look at clearing these first to get back on track for a fit and healthy SEOcampaign.
Sloth Definition: Purposely avoid physical, mental workUpdate: Freshness Update – 2012Laziness doesn’t wash in SEO and that is exactly what the Freshness update tackled.Updating your website and producing fresh content has been the main focus with Google’s recent updates anddated websites are being targeted if there hasn’t been any obvious changes to improve the websitearchtiecture.There were some debates about the Freshness update and whether Google were regarding a refresh above thesubstance of that content. However, from what we’ve seen since this update and the changes in rankings,means that website owners need to be proactive with providing both user friendly SEO content, that is alsofresh.When it comes to content, keywords need to be natural, but as with all marketing, the user needs to be at theforefront of what is being written; whether this is for a video, presentation and of course on-site text.Don’t be lazy and assume your website doesn’t need to adhere to Google’s suggestions – this will only causemore work you in the long run!
Pride Definition: A person expresses an inflated ego or sense of statusUpdate: N/AThe final sin, and a controversial one at that, needs to be taken as a positive; be proud of your website and thehard work that has been put into your SERPS.Yes, the constant updates can be exhausting, but at the end of it you know you have a website that has beenbuilt properly and optimised naturally, so can withstand and future updates that Google has to through at us.If you are not proud of your rankings, then re-read the other 6 deadly sins; this will give you some guidanceinto what needs to change to help improve things for the better. Utilise social media, embrace the newresources that are available and don’t become disheartened by those that have disappeared.It’s important that all online marketers network and utilise their findings and expertise to help those that arestill seeing problems within their current work.
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