Back to Basics
Over the last week or so quite a lot has happened in the world of Search and while change is good, ‘u turns’ are another thing. The rate of change can be daunting, occasionally you will just be getting your head around a concept and bang, it no longer works or it has been superseded.
Anyway, as much as new shiny thing is always guaranteed to turn my head, occasionally it is a good idea to stand back and take stock, what really counts?
Rather unsurprisingly we come back to content and structure. Of course we cannot forget links but despite all that goes on off-site, what actually occurs on your site (and this is completely in your control) is key to having a successful site.
Of course we are all looking for the extra edge, something that will elevate your site above others and there is nothing wrong with that. But when I am searching around the sites, that I prefer and use, they are invariably those that I found easily, that have great unique fresh up to date content and were easy to navigate around – to get to additional information or to make a purchase. (By the way, beware of Google Checkout, it makes it way too easy to make impulse purchases!)
So what have I been distracted by in the last week? Well, new directives on Page Rank Sculpting (take home message, do it old skool style, not using no follows, if you are going to do it), Hunch another ‘Decision Engine’, not search engine, try it, and the reintroduction of Vince into some key results.
But do remember the fundamentals of good structure and content, for users first and then for search engines, although they really do go hand in hand.