Friday 08 March, 2013
Google algorithm updates are like earthquakes. There are little ones all the time that you don’t feel and that don’t cause any damage. But every so often, a whopper comes along and it levels perfectly good websites along with the black hat ones.
There’s a simple strategy that will always protect your site from Google algorithm updates – that’s to diversity your traffic sources. When you rely on one source too much and Google decides that kind of backlink is no longer high quality, your site will get hurt badly.
It’s just like a farmer that plants nothing but one crop in his or her field. A bug or disease comes along that eats that crop and overnight the field is barren. But if a farmer rotates crops and plants a variety of them, they don’t have to worry.
The same goes for your backlinks. A couple of years ago if you relied heavily on traffic from Ezine.com and other article directories, you probably woke up one morning to find that your site had disappeared completely from the SERPs. Diversifying keeps this from happening.
The best diversification strategy is to get direct traffic. This means you’re not relying on search engines or another site’s Google Love at all. Instead, you get people to come to your site directly. A few ways to do this include:
* Email marketing. Give them links to your site in your messages when you have content or promotions.
* Offline marketing. If you market offline, give them your URL so they type it in directly.
* Loyalty programs. Give them a reason to come back and buy from you often by rewarding their loyalty.
* Great content. Create a content rich site they’ll check often to see what’s new.
The idea is to get them to come directly. When this happens, your site looks even better in the eyes of the search engines.
Get your fans and customers to come to you through social media instead of the search engines. This is increasingly how people are finding the info, products and services they need. Provide useful content on your social media profiles as well as letting them know about promotions. Again, they have a direct line to you.
Ads are a great way to circumvent backlinking. Take out ads that appear on sites other than your own. This method costs money, but it’s a great way to build a great deal of traffic in a short period of time, which in turn boosts your site’s rankings.
Get your customers to send their friends to you. You can do this through a referral program or other promotional activities. If the products and services you offer are really top-notch, this will happen naturally.
The truth is that SEO is in large part a guessing game. No one knows exactly how Google’s algorithms work or when or how they will change next. Diversifying your traffic sources and trying whenever possible to get direct traffic protects you from these changes, and you won’t even have to worry about those pesky algorithms at all.