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Backlinks Down, Content Up

One of the problems of maintaining a good business web presence is keeping up with all the changes at Google that have a dramatic effect on your site traffic. Here’s a new one for you.

Your site ranking is a very complicated math process. It has been common knowledge by people who study and practice SEO that having a lot of relevant backlinks to your site helped it rank better in the search engines. Unfortunately, this knowledge led to the inevitable abuse by some who hammered the bots with tons of auto generated, purchased, and otherwise improper backlinks. Google is particularly interested in looking for certain “footprints” of backlink structure that represent the various paid backlinking services out there. Rumor has it there have be some de-indexing of sites due to excessive use of paid backlink services. If your buying backlinks, stop now! This type of junk SEO service has been sold heavily to business owners for a few years now.

Google realizes that there should be a normal, natural variety of backlinks if it’s a good site. However, they have recently announced that they will downgrade the value of your backlinks and put more emphasis on your actual usefulness as a web site. Not a bad idea!

This also means that going into the future, more than ever, adding content to your site on a regular basis is very important to get good traffic to your site. The simplest and most effective way to do this is with a WordPress blog installed in one your sites sub directories. If you don’t have a blog attached to your site, fix it soon!

WordPress isn’t just the simplest way to post a page of content to a web site, the structure of the pages created in the blog software are very web crawler friendly. The system, if set  up correctly, also pings Google and other services and says “Hey, I have some new content  here”. Generally this brings the bots running in a short time and your page gets indexed.

Repeating this process consistently over time will assure great organic rankings for your site. It’s exactly the kind of site Google wants to present to their searchers, great, interesting, and relevant content. As a business owner, I understand you probably don’t have time to be blogging all of the time. Pay someone to do it! Just make sure they are creating useful, interesting content. Remember too, the  content doesn’t have to be series of social blabbering.  Call your blog an FAQ and use it to answer the most common questions you get from your customers. Have categories set up to display new products or services. Think out of the box a little and content creation get easier.

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