The key to search ranking success is creating high-quality content that people want to share.
Businesses, and even consultants, often do more damage than good when it comes to search engine optimisation (SEO). Google’s search algorithm is constantly evolving and getting better at what I call “SEO detection” – the ability to detect artificial backlinks and attempts to manipulate your website to rank better.
In a lot of ways, what worked a decade ago for SEO still applies today. But intentional SEO – such as over optimising your website, too many backlinks with keyword anchor text, lack of diversified backlinks and other tactics – can actually get you in trouble with the search engines. Google can distinguish, for the most part, what’s natural and what’s not.
One thing to remember is that Google likes sites and content that other people enjoy, find useful and share with others. When was the last time you shared a site that felt like spam or had little content on it?
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