As if Panda and the news of deindexing weren’t enough, SEO companies and clients now have to contend with another vague and mysterious warning regarding over-optimization penalty.
As is the norm, whenever Matt Cutts announces anything, SEO industry sits up and takes notice.
Matt Cutts hinted what he and his team meant by what over-optimization is when it comes to SEO. The main culprits are keyword stuffing and over the top link exchanges. Even if he had not mentioned these SEO tactics most SEO consultants may have guessed it correctly.
Let’s try to understand why these 2 particular tactics were mentioned by Matt:
Keyword Stuffing: For too long, SEO practitioners have been focused about keyword density. Even though there was no official word regarding it, even industry experts bandied out percentages which were accepted by SEO noobies as the holy grail of SEO. Everyone use a stuffed a keywords inside the tags and contents of their pages. No one even cared to question these figures. Gradually the stupidity has died down, but still we see websites stuff with keyword. Google has been quietly targeting pages which it thought were stuffing their pages with keywords.
What we will see now is much vigorous effort by Google to clean up the internet by targeting websites who have little content beside keywords.
Link Exchanges: Link exchange had outlived 3 years back but still many not-so-bright SEO companies have been persisting with this approach. Why? Probably this is a no-brainer activity which can be done by anyone with no skill set. Link exchanges evolved as one way link exchanges, two way link exchanges and three way links exchanges.
Google had stopped giving it much weightage in its ranking algorithms but now it seems that it will specifically penalize sites indulging in link exchanges.
Likewise, Google will also be targeting websites which are violating its guidelines for webmasters. It will keep an eye for signals which will indicate sudden increase in links, exact anchor text and artificial link profiles. Such signals are flashed when link buying and link exchanges are pursued vigorously.
So, if Google is tightening the screws for SEO companies and webmasters what are the options for them? If you ask me, I will suggest going back to basics.
One of worst things about on-page optimization was that we had to read keyword filled content which made no sense for a human reader. If one has to avoid this new penalty from Google, then he should make the content for humans and not bots.
This is perhaps the simplest SEO strategy one can use and which can never go wrong. Enhance the experience of your user with improved web design and content and you will notice gradual changes in your Google rankings.
The purpose of SEO was to optimize a website for human readers. Sadly, even the best intentions go horribly wrong. Till now, search engine bots have been fooled by keyword stuffing but the things are changing. Google is changing and evolving. Now, only the websites with relevant and human readable content will be recognized by Google. Though, this update can take many months, one thing is for sure – spammy SEO tactics won’t last long