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7 Deadly Sins We all know of someone that has fallen victim to one of Google’s latest updates, probably more recently than ever before. So, what are the main elements that a campaign needs to avoid if they want to succeed in most enigmatic search engine known to mankind - Google Read on to find out what we believe are the biggest sins of the Google world and under what update this first came about. BEWARE: This may cause rebellious behaviour amongst all web owners

7 Deadly Google Sins

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Page 1: 7 Deadly Google Sins

7 Deadly SinsWe all know of someone that has fallen victim to one of Google’s latest updates, probably more recently than ever before.

So, what are the main elements that a campaign needs to avoid if they want to succeed in most enigmatic search engine known to mankind - Google

Read on to find out what we believe are the biggest sins of the Google world and under what update this first came about.

BEWARE: This may cause rebellious behaviour amongst all web owners

Page 2: 7 Deadly Google Sins

GluttonyDefinition: over-indulgence of wealth items resulting in extravagance or waste

Update: All Past Google changes

All of the Google updates are opposed to gluttony and over indulgence, whether this be keywords or poor links.

In 2003 the Florida update tackled low value 90’s tactics such as keyword stuffing and cloaking, which at the time caused major problems.

9 years on from this, Googles eagle eye is still on the over use of Content and Link farms, and using poor quality links to gain an advantage within the Search Engines. There is so many resources out there which makes it simple to build links but as we’ve learnt; if it’s too good to be true, it probably is.

On the other hand, the changes in direction when more is better is most definitely in the area of content. The recent Panda updates of the last 12 months have focused highly on Content being very much the King at present. Many websites have refreshed their content as well as utilising their News Feed, and found this has had a huge impact on their current rankings. With the rise of Guest Blogs in the decline of Article Directories, the alternative of Content seems to be here to stay.

Page 3: 7 Deadly Google Sins

LustDefinition: The burning desire for something whether this be for a person, wealth or power

Update: Social Signals – 2010, The +1 Update - 2011

It’s important to lust for success online, but to what lengths you got to achieve this can either make or break your position on Google.

The recent focus on Social Signals has meant that many people are eager to get more and more of a following, whether this be Likes, ReTweets or +1s.

Unfortunately, as with many aspects of SEO, there are those people who provide a shortcut to getting the social power they want online. Many blog owners have turned to purchasing +1’s in favour of their online information to make is seem they are sought after more than is actually true.

The risks of this is that your burning desire to have your content cached quickly, can in essence have the adverse affect and only your rankings will see the affect of this and then, no-one will find you desirable.

Page 4: 7 Deadly Google Sins

EnvyDefinition: Resenting someone or something that shows superiority.

Update: All those for 2011 – 2012

When you see a competitor on the top spot while your site dwindles further down the page, there can be signs of frustration but also jealousy.

Reacting in the manner can cause a knee jerk reaction to excessively link build, create poor content and generally send many website owners into panic mode. Unfortunately, Google does not see this the same as you, and black hat techniques can have a tendency to creep into a strategy.

When envy creeps over and clouds vision, think about your long term investment into your campaign and the time wasted if updates which have been in place to provide search engine users with quality websites are ignored.

Rather than get jealous, use what you know about the recent updates and look at your website architecture, content strategy and previous link building techniques to improve your site, rather than abolish competitors.

Page 5: 7 Deadly Google Sins

WrathDefinition: An emotion which envelopes a person when they feel wronged.

Updates: Panda / Penguin Updates

I think this is the emotions most of us have felt over the past 12 months. It is easy to direct your anger at those making the changes, especially if the changes have drastically affected rankings.

Unfortunately, we all know the reasons Google are giving Panda’s, Penguins and Caffeine a bad name is because as the industry becomes more well known, the more manipulation occurs.

If you are confident in your own techniques, and learn from the previous updates that have occurred, the less stressed you will feel when it’s announced another turbulent update is on it’s way. Making sure your website has no link to black hat techniques, your content is fresh, your keywords are varied and apparent within all the wok you do, anger should not bestow you.

Of course, Google understand the ‘wrath’ of people since the updates began, and their support teams have perhaps never had worse days. However, with the reconsideration request being able to be put forward, this is giving some release for many web masters that have made relevant changes and want Google to recognise this.

There are some split views within the industry about whether admitting your mistakes to the big man is the best idea, with some people seeing positive results and others actually seeing their rankings worsen, but one thing is for sure, it’s about staying calm, being honest with yourself and learning from mistakes.

Page 6: 7 Deadly Google Sins

GreedDefinition: Desire to possess more than one needs

Update: Panda Update – 2011

Similarly to gluttony, many people have been forced to pay for their desire to improve their rankings with quantity over quality.

The recent Panda updates have seen many people become penalised within the SERPS as a result of being greedy with links, over optimized keywords and of course an abundant of duplicate content. Unfortunately for those, being greedy has only meant more work is now needed.

If this sounds like you, intentional or not, there are things you can to do to help your campaign but it’s very much about less is more. At this stage it’s about taking small steps to recover the work that has been done and try to resolve those which have had the negative impact on the listings.

If you know you have used link farms, content directories and your website is keyword stuffed, then you haven’t used the best SEO practices. Look at clearing these first to get back on track for a fit and healthy SEO campaign.

Page 7: 7 Deadly Google Sins

SlothDefinition: Purposely avoid physical, mental work

Update: Freshness Update – 2012

Laziness doesn’t wash in SEO and that is exactly what the Freshness update tackled.

Updating your website and producing fresh content has been the main focus with Google’s recent updates and dated websites are being targeted if there hasn’t been any obvious changes to improve the website archtiecture.

There were some debates about the Freshness update and whether Google were regarding a refresh above the substance of that content. However, from what we’ve seen since this update and the changes in rankings, means that website owners need to be proactive with providing both user friendly SEO content, that is also fresh.

When it comes to content, keywords need to be natural, but as with all marketing, the user needs to be at the forefront of what is being written; whether this is for a video, presentation and of course on-site text.

Don’t be lazy and assume your website doesn’t need to adhere to Google’s suggestions – this will only cause more work you in the long run!

Page 8: 7 Deadly Google Sins

PrideDefinition: A person expresses an inflated ego or sense of status

Update: N/A

The final sin, and a controversial one at that, needs to be taken as a positive; be proud of your website and the hard work that has been put into your SERPS.

Yes, the constant updates can be exhausting, but at the end of it you know you have a website that has been built properly and optimised naturally, so can withstand and future updates that Google has to through at us.

If you are not proud of your rankings, then re-read the other 6 deadly sins; this will give you some guidance into what needs to change to help improve things for the better. Utilise social media, embrace the new resources that are available and don’t become disheartened by those that have disappeared.

It’s important that all online marketers network and utilise their findings and expertise to help those that are still seeing problems within their current work.