In the News This Week
Yesterday (Wednesday, October 21) was Back to the Future Day – and in the spirit of all things time travel, we’re going back in time to bring you last week’s updates in terms of SEO. But if you’re a regular reader of this blog, you knew that already. DeLorean or no DeLorean.
So, what has been happening in the past seven days? We’ll start with this, via those SEO experts at Moz Blog. It’s digital marketer Rand Fishkin’s take on Google and the re-publishing of old content. Rand tells us that the search engine actually rewards people for giving this technique a go; it’s not all about original ideas, you can tweak a popular piece of content with a timely update or new finding. If you’re looking for a way to boost your traffic, this could be it – and it couldn’t be simpler.
Why? Rand says Google is testing whether a past piece of copy has done well, and if audiences would like to see it again, only now with that aforementioned update. Give it a go; it could well be the answer to an influx of hits on your site.
On the subject of keeping potential customers and followers engaged, Top Rank Blog posted this rather informative – and very thorough – piece about creating content during or after events. There’s no beating around the (SEO) bush here, too. The blog, simply titled: ’12 Ways to Crush the Competition with Content from Events’ is your go-to guide to a winning post and pre-event marketing strategy.
It’s about distancing your content brand from its rivals without adding new resources to your marketing team, says the blog’s author Lee Odden. Of course, there’s some tried and trusted tips in this piece, but there’s also a few others thrown in there that you’ve yet to consider. Have you, for example, thought about reaching out to the organiser of the event and conducting interviews with key speakers? Content like this is bound to prove useful to attendees and can be a big driving force in getting them to your site. For 11 more handy tips like this one, make sure you bookmark the piece.
Let’s talk a little more technically for a second, because you might still be grappling with Google Penguin. Well, fear not; the Yoast.com blog has put together this convenient piece which gives you a not-to-be-missed rundown of the latest search engine update. In short, Penguin spells bad news for your brand “by removing sites from the search results that have been trying to ‘game Google’ by buying or otherwise ‘unnaturally acquiring’ links to their website.” Thankfully, you can put a stop to Penguin’s negative effects on your site – and you’ll find all the info you need via the article.
Over on Search Engine Watch (you’ve probably noticed by now that we like this site – a lot!), Christopher Ratcliff explains all about ‘semantic search’, asking the question: ‘does it really matter?’
If you’re wondering what it is, it’s basically a technique used by search engines to refine your results based on what you’ve been searching for in the past. The blogger describes it as this: “if I type in ‘Portishead’ [a band, as well as a place] I’m purely given results about the band, mainly because most of my search history is music-related and not at all Somerset-related.” See how you too can get on board with the principles of semantic search by swatting up on how it all works, here.
Enjoy this week’s SEO news roundup? We’ll see you next Thursday: same time, same place. And if you need the answer to an SEO question or two in the meantime, do get in touch.
Until next time…
PS: Still at the ‘absolute beginner’ stage when it comes to SEO? You can do a lot worse than check out Hubspot’s ‘How to Teach Yourself SEO in 30 Days’.