Published: July 11, 2012
Edited: December 25, 2013
Concrete techniques are powerfully harmful on websites' search engine rankings.
Since 2011 SEO-ers have been struggling to keep their businesses alive with various techniques that they could come up with in order to obtain and maintain decent positions in Google's organic results.
Let's analyze which techniques we shold scrap in order not to hurt our own websites...
Google's recent algorithmic changes created an agonizing atmosphere for online marketers and small businesses especially.
A profusion of businesses are still applying the principles of "traditional SEO" and are seeing little or no good results at all. Google has promised to punish "over SEO-ed" sites, yet a plethora of them are doing just that!
SEO itself is a risk now, in 2012. There's a lot of debate on how much SEO we should conduct or how we should SEO our sites in order not to get hung up in Google's stringent filters.
The era of traditional SEO is over. Google has mapped the vast majority of "tricks", that have been successfully used by SEO-ers for over a decade. Today, it will be far harder to manipulate search results with Google having set so many filters and applying such harsh punishments to sites showing even the slightest sign of SEO.
Ethical organic search marketing means influencing search results. And it too relies primarily on SEO.
So, how should we SEO in 2012? Should we give it up because of the Panda and Penguin scans and filters?
There are several things you should never do again, because these are indeed "over SEO-ing" signs:
Excessively implanting keywords into content: do it moderately and do use synonyms to build up context
Forget about keyword density, keyword combinations: these will not help you, but will rather attract penalties, downgrading
Creating a large number of pages with closely similar subjects, theme, content: make sure all your pages are unique in their own way and don't resemble each other too much
Link building with keyword-optimized anchor texts: don't hoard links with well-thought-out exact match keywords pointing to your site - this is one of those issues that Penguin is hunting
Buy very few high quality directory links or none at all: link building by purchasing directory links is simply not working today, you will have to obtain good links within quality content, not on pages created specifically for displaying ads, links
Don't try to obtain links on sites that have been clearly optimized for search engines
Don't overuse keywords in titles, headings, headlines - they should all be unique and natural, not optimized!
Don't put any "do follow" outbound links on your pages, because Google will consider you are either selling links or otherwise helping those sites achieve higher Google organic ranking (search engine manipulation)
Overall, these are the main things you must avoid.
Focus on creating quality content, which means naturally-written content with a wide array of words, expressions relevant to the subject. This helps building up relevant quality context, which will improve your site's reputation when Google uses semantic analysis.