If you want to fully optimise your website now to capture the attention of Pandas and Penguins (algorithm updates), you need to change your attitude towards the use of keywords and how links work on your website.
In fact, you could almost say that the new SEO really is improved content marketing. It is based on unique, compelling, readable and sharable content. It should be created so that your readers love your posts, want to bookmark them, tell all their friends about what you have written and regularly come back for more. And this can only happen if you product good quality content specifically produced to please, educate and entertain your readership.
So how does new SEO differ from old SEO? The keyword is no longer king. This means you don’t stuff your content up to the hilt to attract the attention of the search engines. Certainly don’t stop using keywords, but just be mindful of their relevance to your post’s content, and restrain their frequency by placing them in the title, URL, meta description and first paragraph. Here the keyword saturation is enough to stimulate the SEO response you want without impacting on the readability and enjoyment of your post’s content.
The other thing to take stock on is the use of links. Old SEO banged on about creating as many links as possible to and from your site. In new SEO links should take into consideration the relevance of their destination to the content’s subject, used sparingly and certainly not over-saturated both internally as well as externally. Contextual links used to be focused on keywords, but now the URL of the destination may have a better impact upon the search engines, especially if it is well optimised for relevancy.
Duplication is now a source of consideration. In the old days SEO was stimulated by plastering your content all over the web, linking back to your site to increase traffic and ultimately your site’s rankings. Now all this activity may be penalising this content and your site, and this also extends to duplication within your site, such as repeated titles, over-optimised tags and categories and the lack of no-follow links to your archives. If you want to increase your content throughout the web through article submissions and guest posting, just make sure that the distributed content is totally original each time, through edited titles, paragraphs, length and style. This isn’t affected by RSS feeds, as that only creates links back to your site without fully duplicating the content elsewhere.
So coming back to the ‘search experience optimisation’ as the new way to view the new SEO, if you can continue to create fabulously readable, conversational and fact-filled posts that everybody will enjoy, they are much more likely to be indexed than boring old posts like this one!