During the past one year, the SEO industry went through some dramatic transformation. The major algorithmic updates of Google namely Penguin and Panda that targeted unnatural linking practices and thin content compelled all SEO companies to change their strategies and, most importantly, evolve.
In the present scenario, you are required to earn links that will help in boosting the visibility of your site on Google in order to be located by your target audiences. This is because human engagement is gradually becoming a crucial factor in SEO. You may be plagued with the question: how to compel users to naturally share as well as link to your posts? The answer is: create outstanding content. There is no choice but to be remarkable, creative, insightful, agile, unique, adaptable and useful all at the same time.
Understanding Factors of Human Engagement and Activity
Leave search engines for a while and concentrate on what makes a piece of writing active or how user engagement happens. Factors you need to consider here are:
Bounce rates: If your content is hit by a user from Google and then bounced out straightaway, it is not a very good sign. Your posts have to click with your target audience.
Referring traffic: A link can be called a good one if it is able to send traffic from a targeted audience. A good link is one that has the ability to drive leads. If it also provides SEO value additionally, it is a bonus.
Authorship: Who is the author of the posts? Is he an influencer or authoritative writer belonging to your niche?
Social signals: Is your content shared by people through social channels?
All of these are useful signs of assessing content quality. This can serve as the starting point of making observations on whether you should trust a link or not.
Page Metrics – A Great Indicator of Human Engagement
Ever since the introduction of PageRank by Google in 1998, SEO companies have always focused on link metrics whether it is Domain Authority of SEOmoz, CitationFlow of Majestic or PageRank itself. Though domain metrics is important, the actual page on which you place your link or content matters more.
Page metrics are particularly significant now since Google is on its way to tighten up on advertorial links.
Analysis of Publishers’ Content Performance
You cannot have an idea about the page metrics before publishing your content. This simplifies review of domain metrics. However, you can try predicting the performance of your posts with the help of Social Crawlytics. There are a number of advantages of metrics analysis for existing content. For instance, it can give you a rough idea about the number of social shares that will be generated by a piece of writing before publication. Again, it is capable of gauging the performance of a very popular piece. By evaluating data in this manner, you can actually start figuring out the page metrics likely to be achieved by you in advance.
All these discussions point to the fact that you can no longer rely on tactics and shortcuts to attract traffic. What you and all SEO companies have to do is adopt a strategy aimed at achieving the goals of your brand and focus on the creation of great content that everyone will like to naturally share and link to. Good luck!
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