How last Google update could affect your website ranking

By: Thomas Decker

No matter whether you run a small business or a big enterprise, having a digital presence is a must. Now just having a website is not enough if it doesn’t attract enough traffic that can be converted to your customer. As an owner of the website, you often choose to run link building campaign for better ranking. But it is also important to know the effect of last Google update on ranking.

In today’s world, we turn to the Internet for seeking information of any kind, whether it is to find out local supermarket or global news. When users have gone online for seeking information or buying and selling products, it is mandatory that as a business owner you have a website which acts like your digital footprint. When your potential customer searches for the products or services your business caters to, it is important that your website shows up to them. Google is undoubtedly the most popular search engine which handles about 40,000 searches per second, i.e., 2 trillion a year. So, it is essential that your website ranks well in Google for the search terms which are relevant to your business. Search Engine Optimization (SEO) is a technique which does exactly this.

In SEO, there are different aspects that are being considered by Google to rank your page. There are two parts in SEO – On page and Off page. In case of On page SEO, you make changes in the website by making the page title, meta description, URL and content of the pages using popular search terms. This helps Google to store the page under the most appropriate category so that it can be shown to a user searching information using those search terms. Each of the page of the website can be optimized for certain keywords that are relevant for that page. However, any kind of over optimization gets penalized and affects the ranking of the webpage as per last Google update.

In case of off page SEO, you do not make changes directly to the website but use other websites to redirect traffic to your website. The most essential component of an off page SEO building links with related websites. This is what is usually done in a link building campaign. You decide the related businesses and their websites which allows you to put your link in their website which brings to your site looking for specifically your products and services. This also suggests that other related businesses are recommending your business to their customers, which is like a testimony for your products and services.

In case you are planning to run a link building campaign for your website, please ensure that you engage a company that understands the value of quality links and also the penalty that your website may have to suffer as per last Google update due to poor quality of links. Google gives more important to quality of links than the quantity. Any unrelated links to your website affects the user experience significantly and in turn the ranking of your page as Google places user experience as the one of the most important factors for ranking.

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Last Google update has forced digital marketers to design link building campaign in a new way.

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