Over the last couple of months, I attended some events, for instance, our own YoastCon, which was awesome! The thing that kept echoing in my head was the vast misunderstanding a lot of people have about websites and Google. One of my firm beliefs is that Google is becoming more and more ‘human,’ and should be treated that way. This means that in all your SEO efforts, you should consider the use for us human visitors first, and then check if that aligns with any SEO recommendations. Make your websites for humans, not Google. Or in other words: stop pleasing Google!
SEO from the internet stone age
What you see in most ancient websites, is huge white blocks without content at the bottom of every page. If you press CTRL/CMD+A, a pile of words appears. By using the same text color as the background color of the page, words were only available for the search engine that was reading the code instead of the page. Hidden words, that serve no other purpose than luring Google. Or rather Altavista, in that era. I hear you: nobody does that anymore. Oh, how wrong you are:
I took that screenshot last week of a live site. The page actually says “site updated daily” and I think we even purchased our pinball machine there. It just lists a sh*tload of pinball machine names there. This will never work in the US . It’s spammy, it’s not serving anyone, but it solely served Altavista back then. To be honest, I think this has already or will eventually ruin your rankings and traffic due to that. It’s just that there aren’t that many pinball machine vendors in the Netherlands. This one just happened to have the pinball machine we wanted (Indiana Jones, with the revolver-shaped ball shooter).
Although GIF images might be back to stay, this same-color-text-on-background practice should vanish from the present-day internet. Again, stop pleasing Google. Write for humans.
Panda and Penguin changed SEO
Most SEO consultants have said goodbye to spammy, shady optimization techniques because Google actively penalized you for it since 2011. Panda, focused on quality content, ruined your rankings for the use of thin content (short copy, usually over-optimized for a keyword, use of too many banners, things like that). Penguin threw you out of the search result pages because your website had so many bad links from casino / p0rn / v1agra sites, blog networks or simply any other sites that were created to deliver links.
We never practiced techniques that touched Panda or Penguin, by the way. It’s all short-term win, and we want to help you optimize for the long run. The thing the internet learned from Panda and Penguin shouldn’t be “stop trying to fool Google,” but “focus on your human visitors.” To be the first result, be the best result. Stop pleasing Google with your rubbish optimization.
And now, 2018 is just around the corner, and we’re still not focusing on our primary visitor.
2018: please your visitors, not Google
If you are like me, New Year’s resolutions are set in May next year, so you know what is achievable. But this one is easy. Let’s all start focusing on our non-automated visitors, starting now, continuing in 2018.
That means, among other things:
- Include the right rich snippets, don’t add schema.org markup just to inform Google about all the other stuff you do.
- Realize that meta keywords are only used by your competitor to see what you want to rank for. Google still doesn’t use them.
- Don’t stuff your footer with all kind of irrelevant links. Keep it focused, make sure these links are helping your visitor. Google will find all relevant pages if you focus on a good site structure anyway. We have a course for that.
- Prevent duplicate content. Don’t confuse Google with almost similar pages. Those serve no one.
- Again, no white-text-on-white-background nonsense. Google recognizes it quite easily and will penalize you for that shady, ancient technique.
- Stop buying links in an attempt to fool Google and get more low-quality traffic. Write quality content instead, trust humans to find it and have them link to your pages because you are worth it.
- The same goes for trying to insert that automated comment on a gazillion blogs. a) most comment links are or should be nofollowed and b) you are not helping other visitors. Google is capable of filtering the main content anyway.
- Scraping feeds to create automated content for your website is plain stupid. Either for affiliate gain or just to add content to your website, this type of content, to lure Google to your site, doesn’t add any value to the internet, Google or any human. It just slows down Google, as it has to decide on whether this content is of any value to its visitors. It’s not most of the times. The source is.
- Keyword stuffing: just keep a keen eye on the keyword density. This is something that we are actively working on for our Yoast SEO plugin. With for instance the rise of voice search, longer keyphrases become more and more common. Using a long keyphrase five times in your 300-word-article will look so unnatural, that it’s not a good practice at all, where using a certain keyword five times might fit there.
- And what about synonyms? Google recognizes these, at least in English. Did you know our premium plugin supports multiple keywords? Use that to balance synonyms, for instance.
So, stop pleasing Google!
Start focusing on your visitors, on the people that want to buy your product or services. All the developments in Google that took place in the last years focus on one thing: quality websites for your users. That goes for Panda, but also for UX, responsiveness, speed optimization, etc. Mobile-first? Yes. And equally important user-first as well. So, please, stop pleasing Google! On behalf of the internet, I thank you.