Have you been using the same old techniques to promote your website, and seeing diminishing returns? Maybe it's time to look at what you've been doing with fresh eyes, and try something new.
There's nothing wrong with using tried and true techniques. It is a problem, however, if you're depending simply on tricks to get you to the first page of Google's search results. Google keeps getting wise to the ways of shifty SEOs, and regularly modifies its algorithm to account for them.
If you don't think this is happening, take a look at the long list of techniques that Stoney deGeyter mentions in a piece for Search Engine Land. “Remember reciprocal link pages? Mass article submissions? Mass directory submissions? Comment spamming? Link wheels?” All of these tricks, according to deGeyter, packed a punch at one time, but “These are all but virtually dead...abused and discarded in cyber junkpile of once successful SEO strategies.”
If you've been using any of these tricks to try to rank well in Google, you should stop, as you're wasting your time. I know this might scare you, especially if you've been using these methods for a while. When we find something that works, we like to stick with it. And that's good...right up until the time our approach stops working.
So if you need to change your ways, what can you do? Well, there are certain techniques that work for the long term, for practically everyone. As you might expect of such an approach, it takes a long time to produce results – but the results last longer. The key is the same as it's always been: build valuable content for your visitors.
What has changed is the different ways you can spread the word about your content, and even what you can learn from the way your visitors interact with that content. Yes, proper onsite search engine optimization is important, as is link-building. But don't forget to consider ways to promote your website through social media and pay-per-click campaigns, just to name two likely areas.
After building excellent content, diversification is the key to successful website promotion. By doing this, you're covered if Google suddenly devalues one method that has been working for you, because you've put other irons in the fire. “If you're limiting your marketing efforts to one or even two avenues, it might be time to branch out,” deGeyter advises. “Look at other successful marketing avenues and see how you can venture out a bit. Look at specific tactics and campaigns and see what makes sense for both short and long-term success.”
Don't let yourself get stuck on one method long after it stops being successful. Yes, experimenting carries certain risks with it, but it also offers great potential rewards. Be prepared to make several different attempts before you find the mix that works best for you. Good luck!
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