When you start an SEO campaign, you have to enter into with long-term thinking in mind. In which case, you want to ensure that your page rank is protected in the long-term.
It has become custom for some digital marketing agencies to promise quick results in order to make quick coin. However, search engines do not allow this, so firms promising your fast results and getting them are using tactics search engine will penalise.
Black-hat tactics, as they are known, manipulate search results and always get found out by search engines, hence the deadly algorithm updates. Rest assured, if you employ an SEO agency that do not play by the rules you will be penalised and may find it hard to recover.
Do not publish duplicate content
This is a fairly outdated practice now, but newcomers may not be familiar with the rules. When Google launched Panda in 2011 to identify duplicate content, the intention was to identify websites that had simply copy pasted content from another site. This is tantamount to plagiarism.
Search engines then expanded on this idea to ban duplicate pages on the same website as this did not provide a good user experience and the information was often incorrect. So if you have multiple products that are similar, you should be publishing unique content for each product.
Don’t pay for inbound links
Another rocket Google launched was Penguin with the intention of preventing marketers from collecting cheap inbound links from low quality sites. Link building is excellent for SEO and search engines rely on information for ranking purposes.
However, because it is too easy for marketers to write guest posts and pay a third party site to publish content with a link directing back to the source site, search engines can no longer trust inbound links.
Although incoming links are still counted towards trust and authority scores, the type of websites that charge web owners to publish an embedded link in the content they publish will be found out sooner or later and you will be penalised as well.
Build an online profile
The safe alternative to link building, is writing for third party magazines that cover your industry. This enables you to position yourself as an expert in your field and build an online profile as a trustworthy source.
At one time Google introduced an author rank system which identified writers who were publishing great content. Although they have mysteriously dropped the author rank label, it is likely they will re-introduce a similar metric to identify publishers with authority in their field.
Use internal links to refresh relevant content
Blog posts eventually fall off the radar, and unless they received a healthy PageRank when first published, will not even appear in search results. You should therefore be looking to refresh relevant content in the mind of readers by linking to it within new articles.
Directing more traffic to a single page in this way will also improve the PageRank so that it will show in search results.
Don’t publish too much affiliate content
Affiliate content is basically publishing somebody else’s work on your blog. This is all well and good if it has relevance to your brand, but search engines class affiliate content as “thin” because it is not fresh and unique.
If you publish too much affiliate content on your site, you will leave yourself in a position whereby search engines do not regard your website as a source of quality content, but borrowed content. This will lose ranking.
In some cases it is difficult to determine what SEO techniques have longevity, but by studying Google guidelines, it is not too difficult to comprehend what they intend to achieve.
In short, they want to provide a good user experience for searchers by providing content of value and brands that have authority in their field and can be trusted by online consumers. Considering that is what everybody wants, it is not too much to ask is it?