While the much publicised Google Panda updates fill SEO agencies and online businesses with dread, the fundamentals of search engine optimisation rarely change. Ironically, it seems that while rules and best practice guidelines are frequently in flux, the core techniques of SEO stay the same.
So, before more pesky panda and penguin updates rear their heads, why not follow these simple directions to optimise your site for search and give your site the help it needs to stay off Google’s punishment radar, but high up the site’s rankings.
SEO begins and ends with your homepage. It is the first page that a search engine’s crawlers encounter, and if it isn’t optimised, the whole site could pay the penalty. Make sure that your homepage is fully optimised for the appropriate keywords, and is rich in original, relevant content.
Next, choose the site’s most important secondary pages and ensure that while optimised for search, they are not optimised for identical terms to home page and indistinguishable from it. If the secondary pages of the site are recognisable from the homepage they are likely to be picked up and scanned by Google.
For this reason a sitemap is extremely important to SEO, in illustrating to search engines (and users) how the pages of the website are linked to one another.
Ask anybody who has been attacked by a Google Panda Update and they will tell you that the search giant favours fresh, original keyword rich content.
One way of ensuring a steady stream of high quality, original and keyword rich content to the site is to maintain a blog. This could be invaluable to your SEO efforts, since a blog can be frequently updated with new content and target new keywords or keyphrases in each entry, redirecting visitors to the appropriate pages of the site.
Every page of the site, which you want to be picked up by the search engines should be fully loaded with clearly defined headings in the HTML header tags and where possible some keyword rich content which is not duplicated elsewhere.
These simple changes to your site will provide it with a professional facelift that users will appreciate but more importantly search engines like Google will be happy to champion the site to search users, and you are likely to climb the rankings.