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Don't take shortcuts with your SEO

By Richard Cliff


Some people look upon search engines changing their algorithms as being a movement of the goalposts and consider it unfair. To a greater or lesser degree, every site on the web is vulnerable to any changes that are made by Google. Whenever Google make a change to their algorithm, no matter how small it is, there will always be a bunch of people crying and complaining because they have lost out.

We would all like to know Google's next move and amend our site accordingly, but this is simply not possible. Google changes arrive with no warning and can often have seismic effects on the search engine optimisation landscape. Everyone wants to be ahead of the game when it games to search engine optimisation.

Build a useful website that people will want to visit and from which they will derive value and the search engines will want to present it high up in their results. It is important to bear in mind the spirit of Google's advice more than any particular detail. By knowing how Google operates and what it is seeking to achieve, you can have your website well-prepared for changes even if you do not know their exact nature.

Short cuts are eye-catching, but website optimisation is a marathon not a sprint and those who gain traffic quickly tend to lose that traffic even more suddenly. Over the years there have been many devious practices used to generate results and all of them have been short-lived. When optimising a site, don't just optimise for the algorithm as it is now; optimise for future algorithms as well.

A large site can be built on shoddy foundations, but it is likely to be undermined before too long. The most successful sites have been built with a clear view of what the search engines are trying to deliver to their users. Building a website is like building anything else - you need a strong, reliable foundation.




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