What with all the hype over the Penguin update and rankings dropping left, right and centre, it’s easy to start to panic. You want to change your SEO strategy ASAP and so start making drastic alternations to your link building campaign, but slow down a bit—if you’re panicking then you’re probably not thinking that clearly, so the most important thing you can do is keep calm and carry on.
You need to take a logical, rational approach at times like these, because taking drastic action can often do more harm than good. You need to start by looking at where your traffic is actually coming from—if you’ve still got a decent ranking with other search engines then trying to make changes for Google could easily be counterproductive, and chances are it could be a momentary dip anyway that could be rectified by simply waiting it out.
Then you need to remember that it’s all about conversions. Getting traffic is all well and good but if it doesn’t convert into sales then you’re not hitting the right notes, so concentrate on offering a great user experience as much as giving Google what it wants. Provide valuable content, offer a great service and keep payment processes simple—getting to the number 1 spot isn’t the be all end all these days, but keeping customers happy is.
Finally, you need to remember that you’re in this for the long haul. Constantly changing your SEO strategy won’t get you the best results in the long run as you’ll always be trying to second-guess algorithms which, invariably, change anyway, so it makes far more sense to focus on natural techniques by approaching things from every angle. Think about referral sites and social networking as much as getting traffic from Google and you’ll be able to diversify your sources of traffic for great results no matter what update rolls out next, so keep calm and carry on—your link building campaign will soon pull through.
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