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Change is in the Air: Rethinking Your Presence on Facebook and Google
By: Elaine Reed
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Today Facebook officially rolls out Timeline for business pages. Ready or not, businesses are being forced to rethink their pages if they want to continue to have and grow success there. The same is true of search. At this year’s South by Southwest conference, there was a lot of talk about more changes to Google’s search algorithm. As long as you’re tweaking your Facebook page for Timeline, you might as well look at your website and make sure that your SEO isn’t over-engineered.

The big buzz about the latest changes is that websites with too many links, especially links that don’t appear to be related, and too many keywords, will be penalized. This flies in the face of how most of us have been approaching SEO. Links are supposed to show credibility and keywords are supposed to let the spiders know your site is relevant.

With competition from Facebook, Google is trying to make a big leap in the relevancy of its search results. This means that they are looking for quality links rather than quantity, and they are looking for content that was written to provide information, not capture a spider.

So how do you respond to this? Well, it’s time to go back and look at your links through the eyes of your end users. Are the links you are providing useful? Are they to related websites or just popular sites? Bring your analytics into it. Are the sites you traded links with sending you good, steady traffic? If not, it’s probably time to retire that trade.

Cleaning up links is the easy part. Cleaning up your content may be a little more difficult. Here are a few tips: your content should make sense when you read it. If it seems redundant, you probably have too many keywords in there. When you review your content, ask yourself this: “What questions am I answering? What problems do I have solutions for?” If you can’t answer one or both of those questions after you’ve read your site content, you need a revision.

People have been saying “Content is King” since the mid-'90s when the Internet started to become really engrained in our lives. It may seem like the truth to that statement has ebbed and flowed over the years, but if the success of Social Media has taught us anything, it is that content isn’t going to get knocked off the throne anytime soon. But if you don’t review yours, you may get knocked off of your high Google ranking.

   

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About the Author
Elaine Reed is a marketing professional with heavy emphasis on e-commerce and Internet marketing. She blogs regularly on her website and tweets often.
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