Times are crazy for SEO's, no question about it!
With all the Google updates in the past few years, mainly Panda, Freshness, Penguin, and now the Exact-Match Domain update, it can be difficult to know what Google likes and what Google can't stand.
Real quick, I'm going to make it easy.
Let's remember what Google is. Google is a business. They are currently #1 in the world of search, no question. And that's where they want to stay! Now, how do they stay at #1? The same way they got there - by being better than everyone else!
And what does BETTER mean in the world of search? It means providing the absolute best results based on a user's search query!
So if Google wants to continue to be #1 in the world of search, they need to continue making sure that whenever someone searches for something, they get exactly what they're looking for.
And they even need to go beyond this. Since the internet has so many incredibly valuable websites, many times, Google can actually deliver something MUCH better than what the searcher was originally looking for.
So at the very least, Google needs to give the searcher what they want. Best case scenario, they blow the searcher away with the site they display.
As SEO's, we need to stop thinking of ways we can "beat" Google. It's IMPOSSIBLE. Why? Because Google controls everything. And if Google controls everything, if SEO's ever "beat" them, Google will just change the rules of the game.
That's what they've done, over and over again.
The solution? Stop fighting Google. Instead, work with them! Create a site that offers HUGE value to anyone who visits it. Know WHO is looking for your site. Figure out EXACTLY what people are looking for when they visit your site - then give it to them.
And don't just give it to them, go above and beyond what they could've hoped to get!
At this point, you'll notice a few things. One, you'll notice your business really starts to take off. Funny thing is, when you're correctly optimizing your site for Google (i.e. making it valuable), your customers are going to notice. So they'll buy more of your products and they'll stick around a lot longer.
Two, you'll see your site ranking higher in Google. And this will be a natural process. Since people like your content, they'll link back to it. They'll share it on Facebook. They'll tweet about it.
Lastly, you'll notice that whenever Google rolls out an update, your site will be largely unaffected. Because you're no longer fighting against Google - you're helping them stay at #1!
And when you help Google stay at #1, they'll help you stay on page #1.
Now, this isn't to say you shouldn't do any SEO on your website whatsoever. No, it still makes a whole lot of sense to thoroughly optimize your site - make it as Google friendly as possible.
However, when it comes to "off-page SEO", be careful. Excessive link building delivers absolutely no value to customers. Focus on customers first, search engines second. Then see how Google rewards those who help them out.
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