While it may be difficult to stay on top of the ever-changing requirements of SEO, this task is an unfortunate necessity for any modern business with an online presence. We’ve already covered why you should focus on SEO, so let’s look into the differences between good and bad SEO, and how the latter can affect your company’s performance in the digital marketplace.

As they decide what constitutes good and bad SEO, you should heed what Google say regarding their webmaster guidelines. As such, what do Google, (who observe most of the world’s web-traffic), regard as good and bad SEO?

Establishing a good SEO is relatively straightforward, for the most part. While the specifics are always changing, focusing on original content and an optimal user-experience will consistently result in a solid SEO ranking. Rigorous monitoring and moderation of your site will also help significantly, and always write in a traditional manner, too; excessively including a certain keyword in an unnatural, forced manner will hinder your SEO. On that note, what constitutes a bad SEO?

The main points here focus on anything that can be perceived as unethical, deceitful, or can be considered spam- for example, pages with little or no original content, automatically generated content, or hidden links are actions which will lower your SEO ranking, serving to hide your page on search engine results. There are also a few broader issues that you should vehemently avoid in order to maintain a high search engine ranking, and maintain your established SEO.

As with many elements of digital marketing, you should always be focused on the experience of the user. Google knows this, and subsequently punishes any content which is stuffed with keywords (in an attempt raise SEO); while once helpful to SEO, keyword stuffing now has an opposite, detrimental effect. Similarly, any shallow, uninformative, or duplicated content will be equally disregarded by Google. To avoid this issue, ask yourself whether a page genuinely assists any visitors- if it doesn’t, then you may need to majority rework some of your content. Always be cautious of low-quality content, especially if it’s posted by a guest. Additionally, ensure that you refrain from writing in a solely objective manner, exclusively for search engines: Creating content which is designed to maximise SEO in the short-term is great, but given that search engines, and their criteria which decides search rankings, are always changing, your specialised piece of content could soon become a hinderance to the SEO efforts of your site.

Aside from these content-based specifics, there a few other SEO tips out there, which again gravitate around the principle of organic, quality material: Paid links, excessive outbound links, excessive advertising and a slow site will all massively hamper your efforts at establishing and maintaining a good standard of SEO. If you avoid these basic guidelines, then what can you expect?

It has been proven that those who overlook these basic principles are willingly putting themselves at a disadvantage- SEO is becoming more and more commonplace in digital marketing, and hence more individuals are getting to grips with the concept. A bad SEO undermines all of your other online work; it doesn’t matter if you have an excellent website, or you’ve identified an untapped gap in the market, if no-one can find your site amongst a plethora of inferior competitors (albeit with better SEO than you), then you have set yourself up for failure.

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