In recent years, Google has made a number of important updates to its algorithm that impact many aspects of PR and marketing (not just Search Engine Optimization, or SEO). Did you know distributing press releases via a wire service no longer positively impacts SEO, and in some cases can have a negative effect? (For more on this specific update, see Press Releases and Google – What PR Professionals Need to Know to Promote Without Penalty.)
Even for PR pros well-versed in SEO tactics, the constant changes can be dizzying. And if you don't know a Penguin from a Panda (the Google code names by which the most recent changes are known), it's important to understand what's new and how it impacts our efforts. This infographic provides a handy cheat sheet for modern SEO:
One important note: the eighth item in the list above, use of the rel:authorship tag, is outdated as of August of 2014. Google has retired authorship, in a move that was unexpected. With Google, the only constant is change!
Have you and your clients made any notable changes to your strategies and content development as a result of these changes? Share your tips and experiences in the comments!
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Great presentation of a complex, but critical concept. The end of authorship is significant but the silver lining may be that it redirects pros to write to readers, not to search engines! Time will tell.