Adapting to the Current SEO Landscape – By David Iwanow

by Colleen on April 8, 2013

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The biggest insight I learned when Google fought back against aggressive SEO in 2012 was how much strategy and consistency need to form part of your marketing plans for 2013.

FeedFront Magazine, Issue 22Flying by the skin of your teeth is just not sustainable any more.

What is your Pinterest strategy?

Pinterest is popular among affiliates, as it still offers SEO benefits, but it can also drive a lot of referral traffic. I think marketers need to tone down how aggressive they have been with Pinterest, as they are cracking down on images that contain links to content that has been flagged for spam.

You should be focusing on sharing great content and building an engaged audience, and not seeing how many times you can include your affiliate links in the description.

What is your Google+ strategy?

There are obvious SEO benefits from having a large and engaged audience on Google+, as you can influence their search results by what you share. But just as with other social channels, you need to play by their rules and don’t overshare promotional links.

Also, be aware, Google will prevent posts that feature your domain from being shared, so don’t overdo it, or your fans won’t be able to share any of your posts that contain links to your website.

What is your Twitter strategy?

Twitter still proves to be a good channel to get your content indexed and still outperforms other social networks for getting Google to notice your new post/page. There is no other direct SEO benefit, as Twitter NoFollows profile links and any external links are passed via their own T.Co URL shortner, so no need to flood your followers feeds with your links.

What is your content marketing strategy?

Have you progressed away from using article spinners to actually producing fresh, unique and engaging content you are proud to share? You should be scaling back your efforts to focus on the handful of websites or products that generate 80% of your income.

There also has to be the move back to the 80/20 rule with only 20% of the message you are broadcasting should be about yourself and your products the rest should be something someone else created that your audience will find interesting.

Test new content channels, adapt your content to match your audience better and build a mix of onpage/offsite content.

Have you adapted your link building process?

To continue to survive Google’s algorithms you need to reduce reliance on link networks, comment and forum spam, and really tone down the number of exact match links.

Variety is the spice of life and the same should be said for your backlinks, don’t risk it because it’s easier.

There needs to be a level of adaptation away from promotional techniques that are questionable if you want your websites and brand to survive the next 12 months.

I believe that social should form part of your marketing strategy, which reduces the reliance on Google, but I admit organic traffic is still king.

David Iwanow blogs at lostpr.es and focuses on SEO at AmnesiaRazorfish.com.au/seo.

This article appeared in isse 22 of FeedFront Magazine, which was published in April 2013. Read issue 22 of FeedFront Magazine.

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