How to do Unoptimised SEO

“Unoptimised SEO? Have you lost the plot?”

At times I think I have, but in this case, no, there really is such a thing as unoptimised SEO and it’s something you should be doing.

You’ve probably seen loads of posts announcing the death of SEO following the numerous Google algorithm changes, but I can confirm that SEO is alive and well, just not necessarily in the same form as it was.

SEO is alive; it’s just different

In the ‘bad old days’ SEO practices were focused on Google and manipulating its rankings.

Before you get on your high horse and say it wasn’t, it was. It was all about link building, link exchanging, manipulating page rank and keyword stuffing. The actual user or reader took a back seat.

Now, SEO is all about the reader and not focused on Google. Over optimisation, using the techniques above, lead to hefty penalties, so now you have to focus on unoptimisation.

But how do you do that?

Traditionally, SEO fell into 2 categories:

• On site SEO – this is controlled by you, so it’s HTML coding, meta tags, keyword density, keyword placement etc.
• Off site SEO – this relates to link building, link popularity and link authority

You can do as much on site SEO as you like (so long as it’s not hiding links, keyword repetition or duplicate content), but the off page stuff is a no-no.

Why?

Because off site SEO is seen as manipulating the search results, therefore the SEO industry is now redefining itself.

How to do unoptimised SEO

The easiest way to explain the technique is to tell you to focus all your efforts on your audience.

Create helpful, relevant content that’s easy to understand on a website that’s coded correctly with appropriate tags.

Then, rather than link building, you need to concentrate on link earning by sharing your knowledge, creating original material, being active on social media and offering your audience helpful content.

But it’s not enough to just churn out content you must also measure its effectiveness through:

• Shares
• Traffic generation
• Conversion rate
• Return on investment

The chances are, as Google continues to try to improve user experience, SEO techniques will change again, so it pays to keep up to date with what’s happening in the industry.

Today, your audience is everything. Your website and business is nothing without them, so it’s time to change your online marketing and SEO strategy to reflect that.