The way we interact with the internet is evolving with new technologies, so it’s normal that the SEO approach is changing too. Most of this change is pushed by Google with its constant algorithm updates driving towards a better and integrated user experience.
Today, we are going to review some old school SEO tricks vs. modern SEO tactics, keep in mind that by the time you finish reading this article, those modern tactics will be already superseded ☺.
Back in the day, SEO was simple because the main factor was your backlink profile. This is still an important factor now, but in the past the quality and the relevance wasn’t a problem, in other words, you could buy 1000000000 links from any dodgy source and you would see your ranks improving instantly.
These days, SEO is more complex and requires a multi-channel and holistic strategy, you will need a team with an SEO specialist, a web developer and a Copywriter/Social media specialist (at least).
Old school SEO – Don ́t do this anymore (it’ll probably hurt your ranks).
Buy 1000000000 dodgy links
Really high keyword stuffing.
Trying to Rank number 1 obsession
Link building-centric strategy (Just link building)
You can easily replace these grandad tactics with the below approach and create a real holistic, multi-channel strategy instead.
Smart link building
Instead of buying dodgy links, you can actually spend your time improving or creating useful content. This is a better way to generate natural links back to your site and those backlinks are going to be relevant to your company.
Another great tactic is looking for opportunities, normally your client or company will have several partners and distributors with websites this is a great high quality opportunity to generate backlinks.
Also, there a plenty of content websites looking for original and useful content to publish. You should contact them and look for a partnership.
Latent semantic indexing (LSI) keywords
Just to clarify, we are not talking about synonyms, some times an LSI keyword can be a synonym but most of them are not. They normally are substitutions or related words.
For example, if the primary keyword is SEO the LSI keywords can be website optimization techniques and web page optimization
LSI words will help Google to better understand your content and prevent it from being labeled as “spam”, so it’s important you don’t overstuff your page with a primary keyword repetition.
There a few free and paid LSI keywords tools that can help you to find LSI keywords for your main keyword. Including these LSI keywords in a natural way can help you to improve your rank of the primary keyword and for related searches.
Featured results and barnacle SEO
Most of the old school SEO specialists are really obsessed by ranking number 1, the reality is that each keyword has a different level of difficulty and competition.
Instead of improving your ranks you should focus to improve your search visibility (average of your presence on the SERP)
Featured results are one of the best ways to that, they are used for voice search results and they have a higher CTR compared with normal results. The featured results don’t need to come from the number one ranking. It can be number four, number five, or number seven.
Another good tactic to rank without ranking by yourself is Barnacle SEO, this tactic is amazing for high competitive service markets keywords and basically consists of attaching your company to a bigger and popular website, like a Barnacle attached in a big rock ☺.
A good example of this is the hospitality market, that is highly competitive but you have big players already ranking for you, for example, Tripadvisor or Booking. So, you can easily create a profile on these sites (Booking is not for free) and try to rank internally on those sites, in this way, your business is going to rank indirectly but still be visible. There are tons of websites like those. In addition, you can have a valuable backlink from some of them.
Holistic and multichannel strategy.
As I mentioned before, link building is important but shouldn’t be the only way to improve your SEO – otherwise you are doomed to fail.
Try to create a dynamic strategy including the tactics described above and more. Keep in mind that SEO in 2019 is really complex there are over 200 different factors to rank. The reality is that this is not an exact science. Try different channels to increase your chances of success. Also, have a look at this article that can help you to organize your strategy.
I hope you enjoyed this article and please don’t stress out. We are all on the same SEO boat. Please let me know what you think about it and if I forgot any Old school tactic.