Appearing Natural in the Eyes of the Search Engines
- Image by Danard Vincente via Flickr
The search engine optimization game is constantly evolving, and to keep on top of it you need to maintain consistent link building efforts while also keeping an eye on the developments and buzz around the SEO community. Some of the most valuable SEO info available comes from blogs and industry publications, and keeping up to date with it is essential to being able to effectively SEO optimize your website.
As any SEO info blog will tell you, there is a real emphasis in SEO circles on appearing ‘natural’. What is meant by ‘natural’ is to structure your link building in such as way as to make it appear completely unforced – to make it look to search engines like your site has merited links from a diverse range of sources, using diverse anchor text and linking to a range of internal pages. This is harder than it seems, and the sophistication of Google in particular makes it even harder to pull off. So what SEO info do you need to optimize your site in a way that won’t obviously flag the attention of the search engine algorithms?
In a perfect world, websites would link only to those sites with interesting or useful content. The way in which these links would be formed would vary from site to site, but a simply tally of number of links (multiplied by the relevant weight of each link) would produce a nice, straightforward ranking system. Delivered objectively, the most useful content would show up under a given keyword term. Unfortunately, we don’t live in a perfect world, but trying to recreate the conditions of natural link building as far as possible will see you on the right track to better rankings.
Appearing natural also means avoiding spammy-type links, in any shape or form. Links that anyone can get are likely to be of little value because they are more open to manipulation, whereas links that are harder to come by (e.g. those that come from more trusted sites) are likely to be more valuable. Similarly, links that all have the same anchor text and all point to the same page don’t look like they would have arisen naturally as a result of the quality of your content.
Appearing natural also means addressing the content and coding on your website itself. Any stuffed keywords or over-optimization will seriously harm your rankings. Any good source of SEO info will tell you that being natural means almost forgetting SEO, and treating the quality of content and the diversity and trust of your links as the most important factors for modern SEO.
Creativity is key when it comes to natural SEO. Be creative in your placement of keywords focusing on the quality of your content – anything that reads like it’s written for a search engine spider will likely get the boot from Google. Focus on the quality of your website, and think of creative ideas to garner natural links from other sources, rather than investing time in the spammy, easy link-building techniques that have been around for years. If you focus your energies on doing a more high-level SEO effort than your competitors, it should be reflected in the results, and should leave your site with a better ranking for the long term under your key search phrases.
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