If there is one thing that every user knows, it is that search engines are consistently changing their algorithms in order to keep one step ahead of everyone else.
Why search engines change algorithm ?
The reason why they do this is to ensure that no one is able to manipulate their algorithms in order to rank well, which is important, because this ensures that the end users are able to get the most relevant results from their listings, and that these relevant results also consist of high quality content. Due to this consistent change, emerging trends in both search engine optimisation, content marketing and link building will continue to evolve as well, infact some of the prominent factors as of now might become obsolete by few months or next year.
So, what might have worked in the past, will most likely get you in trouble in the present, or simply have no effect at all. It therefore makes sense that if you are about to start any form of search engine optimisation, it becomes crucial that you understand what the emerging trends are, as this will help you to focus your efforts in the right areas. Not only that, but it will also help you to come up with an evergreen strategy, which in turn will allow you to simply tweak your efforts to suit the needs of the major search engines every now and then.
Obsolete SEO Techniques
One of the new trends that you will notice amongst your link building campaigns is that generating links from blog commenting is not as effective as it used to be. This of course does not mean that you should not utilise this method of generating links, but it will just not be as effective as it used to. While article directories still have their place, you will find that any links coming from them will not be as effective as they used to be in the past either. Never attempt to get (core keywords) anchor-text based external backlinks from article sites.
Once again, this does not mean that you should stop your article marketing efforts, as this approach is not harmful and can still help, but without the same amount of weight as it had before. Search engines are now attracted to internal-links coming from blog posts that have the link within the article body. In addition, they are also putting more weight on natural links coming from social media websites.
Now if you think about it, it actually makes a lot of sense why they would be doing this. Both of these types of sites tend to generate content on a consistent basis, and everyone knows just how much the major search engines love fresh content. In addition, fresh content also means that it is the latest information available, which in turn means that a link coming from that content is also considered to be the latest opinion of what others think about your website.
When you take a look at the social media sites, search engines put a lot of weight on such type of content with links coming from it because of the social power that they provide. So, if a group of like-minded people within these social media sites are pointing links to your website, this alone can have a huge impact on what search engines perceive of your site.
About Unique Content
Among SEO practitioners, duplicate content has been a major topic that keeps returning. And advice has typically centered on the need to develop unique content for your website. With Google’s Panda release, however, there’s a need to redefine how we think about unique content.
Previously, the emphasis had been on ensuring that articles not be copies of other articles. The basic reason for this is that the search engines don’t want to have a SERP that shows the same result (content) over and over again from different links.
Lets take example:
Consider a site that has an article about frogs. The meat of the article makes four main points in a bulleted list as follows:
- Frogs are green
- Frogs are not toads
- Frogs like to swim and jump
- Frogs live in water
There are some other sentences, but relatively speaking these are the four major points that the article makes.
Consider a second article on another site that is also about frogs. This article also makes four main observations about frogs in a paragraph like this:
“The habitat of frogs is water, and they are green in color. People sometimes confuse them with toads, however they are quite different. To move around frogs typically jump or swim.”
OK, so I’m not an expert on frogs, but the point is that the two articles are different, but offer no distinct value from one another. If a user clicks on the first result (with the bulleted list), does not find what he wants, is he going to be any happier with the second result? Of course not.
So if you’re a search quality engineer at Google or Bing, and you can devise an algorithm to detect this type of scenario would you use it? Of course you would. It could really help improve the quality of search, and that is a pretty compelling thing to be able to do.