Ethical SEO strategies are those defined as acceptable by search engines. Basically, they entail optimising your search engine results by optimising your site itself. These points won’t result in any ranking or blacklisting penalties and ensure your website is ‘safe’ for as long as you don’t abuse them.
Read on to find out which SEO techniques you should put your efforts into, to ensure your ranking climbs to #1 without any penalties.
Well-written evergreen articles that stay relevant for a long time will be shared and visited way past the day you posted them – they’re ‘evergreen’ because they don’t become outdated. For example, a good how-to about something, rather than a news article about it, will be found much more useful and therefore read and shared a lot more.
Quality of content is hugely important – the longer a visitor spends on a page, the better it’s viewed in the eyes of the search engine. A good, informative, engaging article will be shared and posted about much more than a poorly-written, keyword-stuffed article only posted for SEO purposes. The general rule is to write for the reader first and web crawlers second.
Use a Website Blog
The best way to insure your site content is that it’s constantly updated and fresh is to have an on-site blog: otherwise, frequent updating is quite hard to do. The more unique and new content added to your site, the better it’s liked by Google. Add blogs about what your brand is up to, how-to articles, advice, etc. (try to make these evergreen where possible).
Careful Keyword Placement
Keyword-stuffing is a thing of the past: Google can see you cloaking, and how visitors instantly click off your page due to poor readability. Nowadays, placing your keyword in URLs, meta-descriptions, page headers, subheadings and a few times dotted through the content is optimal for ranking.
Build Genuine Web-Contacts
Rather than link building (many strategies of which will now get you a one-way ticket to get banned from ranking all together), aim to get genuine links from sites that rank highly for your keywords. Google will immediately view your site with more favour, thinking that you operate with the same authority as them. And if your content is of high quality, you probably do!
Savvy Social Media
Get invested in your business’s social media pages, make contacts with likeminded people and similar businesses, and share away. This will drive great organic traffic to your pages from people in your field and those interested in your services. It’s the best free marketing tool when used well. Get to grips with all the main platforms now to start reaping the benefits instantly.
Effective Site Maps and Indexing
Ensure your visitors can get to their desired page from the homepage in as few clicks as possible – create a sensible site map and ensure your indexing is simple and easy to use. Both visitors and search engine spiders will be able to find important links simply.
Expert Website Design
The aim is to get people to stay on your site when they arrive – so everything must look beautiful and engaging. Pictures and graphics (original if possible), great layout, and eye-catching features like infographics all help draw attention to different parts of the page and ensure your content is read.
Videos, infographics, podcasts, graphics… these all engage the visitor, make them stay on your page for longer, and are loved by Google. They show that you’re putting in time and effort to making your site great, and are a win-win for shareability and therefore rankings.
Include your keyword in your titles and headlines, but obviously not all of them – your writing needs to be natural and not look like keyword-stuffing. Make them interesting and click-worthy, but not clickbait.