Part I of III
This article is a special issue to address the topic of organic placement in the new world of Google. I’ll try to put it in simple terms what you can and should do to garner unpaid search placement.
The world of Search Engine Optimization (SEO) as we know it is dying with Google pretty much hammering in the last nail in the coffin with their recent algorithm updates. That being said there are still some very smart things that you can do, and should do, to help your website retain, improve, and even garner organic search placement.Hard Work Gets You Organic Placement
There is no magic wand, no secret recipe, or for that matter special protocol you should follow or buy to have your website appear in the top unpaid search results on Google. In fact, do to much of optimization for placement and you’ll run right into Google’s “over optimization” filter and be dropped back as much as 50 to 100 pages in the search results.
So what is a website owner to do? First off, the bottom-line is you can’t scam or buy your way to top placement on Google.com. In this new world of post Panda and Penguin algorithm updates, it is readable natural content that Google wants; no keyword dense content, no heavy use of keyword phrases in the heading and subheading tags, and certainly no aggressive link building strategies.
Matt Cutts, the Google representative to my industry, says this about organic placement:
“Key phrases don’t have to be in their original form. We do a lot of synonym work so that we can find good pages that don’t happen to use the same words as the user typed.”
“People can overdo it [using meta tags and headings that are keyword dense] to the point that we consider it keyword stuffing, and it hurts. I would just make sure you do it in natural ways where regular people aren’t going to find it stiff or artificial. That tends to be what works best.”
“Never sacrifice the quality of your copy for the sake of the search engines. It’s just not necessary. The next time you write a new page of copy, test this approach to writing for the engines and see if you get as good (or better) results than before. I’m betting you’ll be pleasantly surprised.”
You can read the full article and interview that was done with Matt Cutts on SiteProNews. It is worth a careful read. The article’s author goes on to state that he likes mentioning a specific phrase only two times on a page and then sprinkles in synonyms in a natural way in his content and Cutts has agreed that he likes this approach.
Check back on Wednesday for Part II.