What is “Correct” Search Engine Optimisation?

Recently Google tweaked its search algorithm and added the speed of the loading page as a factor in rankings, but relevance is generally considered far more important. The search engine giant is now warning companies that they had better use search engine optimisation techniques correctly or risk a blow to their search result rankings and their online reputation.

What does Google consider to be incorrect use of SEO? Apparently the “non-standard” use of optimisation techniques is what Google is targeting. This includes things like badly designed websites, which Google could mistake for an illegal or malicious site, and the use of secondary domain names that are linked to the main site. If they have very little to do with the site’s main content, they can be flagged as illegitimate or unrelated. Other incorrect usage that can harm a site’s standing: using third party logos on landing pages, which can lead to brand confusion and the potential that crawlers will mistake unrelated company logos with phishing threats.

The efforts a site makes in terms of SEO can actually be counterproductive. It remains that solid, keyword-rich content, descriptive titles and tags that are relevant to readers and convey the message with clarity will always trump tactics and techniques that are based on flimsy content. What that content is or where it is can vary: blogs, Twitter, Facebook, and other social media site profiles, content pages and relevant links: these can all help Google crawlers find a site and identify them as relevant, which is the ultimate goal of search engine optimisation. SEO should be based on how people search, as well as why, and integral to that is providing them with information they need and want, as well as quality that will drive them back.

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