Google’s search algorithm updates in 2012 have left small businesses wondering if they should revise their search engine optimization (SEO) strategy. The changes were meant to filter for keyword stuffing, cloaking, and duplicate content—so that does mean that current tactics are no longer as powerful?

Thankfully, there is no reason for you to change your current SEO strategy of focusing on keywords, linking to (and encouraging links from) reputable sources, and making the site easy for spiders to crawl. However, both Google and Bing have confirmed that public Twitter and Facebook links do have an impact on how highly a page is ranked. Therefore—like always—it is vital to keep your social media engagement growing by:

  • Increasing backlinks by publishing expert content that readers want to share with others.
  • Continuing to cultivate larger followings through prominent sharing buttons and calls to action after blog posts and articles.
  • Getting the audience involved by asking questions that generate a dialogue, and therefore more backlinks.

Remember: your website needs to be as clean as possible. That means that you do not want search engines to mark you as a keyword stuffer or a backlink cheater. Chances are that unless you were purposefully trying to cheat the system, you should be safe. But going forward, remember that clean, easy-to-navigate sites are not only beneficial to visitors, they are beneficial to your bottom line.

For more helpful marketing tips and information on effective marketing strategies for your business, go to www.lookingglassmarketing.com or visit the Marketing Know-How blog.