To the recent past, the concept of optimizing a website for marketing meant big expansion. Extending audience reach was the foremost goal of any online marketing campaign. Since the introduction of the Google Penguin penalty system, the realities of over-optimization have been pushed to the fore. Now when a marketing professional builds an online marketing strategy, one of the best things they can do is consult with a webmaster, web developer or designer in building value into a website, rather than promote losses with extensive inbound linkage.
If it has been determined that a website is over-optimized the next step is to control for future penalty risk by conducting comprehensive triage on the domain. Prior to establishing the parameters to a new marketing campaign, testing of potential backlinks and other causes leading to Google penalties for ensures that time invested is not wasted.
After a website has been evaluated for penalty causing over-optimization channel marketing magic can renew a site once again. The best link building strategy adds to content marketing value rather than subtract from website performance. Once a marketing strategy goes live, continuous monitoring of performance is important to eliminate the risk of future over-optimization. Here are fifteen ways a website may be over-optimized, accompanied by tips on how to diagnose and ultimately avoid penalty issues stemming from keyword content, SEO advertising circulation, and backlink distribution:
Websites with long domain names can over-optimize a site if keywords are part of the address. The best addresses represent brand identity. When adding blogs and other static content, the organic nomenclature of the brand can be integrated as an anchor in a unique address, in place of arbitrary reference. This manages two risks: 1) visitors will be able to locate content externally or in a search; and 2) over-optimization will be null.
Excessive page navigation on a single website will inevitably induce over-optimization. While it still serves to have a few pages with standard anchors to map inbound links to a website from external SEO advertising and other marketing collateral, the danger of creating a plethora of inner links is obvious.
The replication of page content on a single website domain can lead to over-optimization in Google. The When designing a website, text content should be distinct per page. This will assist in reducing search engine crawl and flags leading to penalties. The challenge of course is consistency in brand presence. When adding new news and other content that has a time capsule, avoid repetitious verbatim.
Natural language helps in this case, so as to not introduce duplicate language structure across a single website domain. In sum, cut out the old keyword string to eliminate excess traction. Footer overload and multiple links to content on the site, or to external websites can add dense over-optimization. Select from a limited number of footer links that provide value to the organization or cause.
The integration of external multi-media content with an embed is a fast and easy method of inserting content to a website. If adding a video from YouTube or other widely circulated site, it is always best to embed the code in a secondary page to reduce signals to Google that the value is native to the ‘client’ website’s domain.
The risk of heavy keyword density on website articles and external content linked to the homepage of a website is relevant enough to review marketing collateral twice before posting to the Internet. Keywords can also create havoc surreptitiously. If a website is part of a link exchange set up for a time capsule relationship and was forgotten about, the former backlink to a domain can generate negative Google ratings.
Google AdWords has instituted automatic keyword recognition, which is why SEO and parent sites are ranked according to organic content. Now that everything is indigenous, the rest is up to marketing professionals to follow the new format. Simply rely on title keywords, and add H tags to subtitles to expand the value of collateral. Good content counts, and not against a domain. Loosen up, and write freestyle.
The fact that advertising can now work against top-level, first page visibility, makes it imperative to evaluate old SEO ads that may be linger on the Web. Too many ad posts will generate negative Penguin results. Designate content according to online marketing channels to reduce aggregation. This is especially important for advertisers posting across Facebook’s multi-channel ad infrastructure.
Social media profiles also provide a relatively standalone approach to retention of the benefits of search engine optimization. The fact that social media profiles are subject to internal search abduction makes it safer to post news and other marketing activity in social media, rather than on a website. Internal search results are always top level within social media, making it less likely that external content will be clicked on. With only one integral link to a social media profile on the homepage of a website, customers, fans, and followers can be seduced without extensive penalties.
The concept of social media moderation is actually one closer to mediation. Managing SEO and other digital content relevant to a website in a manner that will adequately control risk takes some planning. There are on site, social media tool tricks that can be used as well. Ads and other content media placed in Facebook’s news feed, rather than the traditional right side panel, will enable an advertiser to avoid negative inbound linkage to a website, as well as significantly boost mass circulation of the event.
Apps are over-optimizers when supporting text generation activities on an e-Commerce site. Some Web-based apps networks can create hundreds or even thousands of new links per week. The two Vs, volicity and volume are the key. If it appears that a website is suffering from app linking overload, call it quits.
Threads can unravel the entire fabric of website integrity. Mass link exchanges contain an entire roadmap of arbitrary links. Great for sourcing connections, not so productive in an over-optimization scenario.
This includes backlinks set up by competitors without a website’s owner. SEO harvesting of a site can literally kill it. The mass circulation of search engine optimized ads on the Web can induce another penalty every time a spot is clicked.
Like space junk, plug-in scripting is tertiary, but can slow a site down. The credo garbage-in, garbage-out must be reduced to a minimum to ensure that a website domain is not hosted on, resulting in subsequent over-optimization from third party data capture activities.