Content Marketing Optimisation: How to Avoid Future Penalties

According to a new article in the Search Engine Journal, written by Adam Mason, Google algorithms Penguin and Panda will increasingly be an obstacle to content marketing strategies and search engine optimization (SEO) in 2013.

But this isn’t just some evil ploy by Google to ruin your life. As Mason said in the article, “We all know that Google is working hard to fully understand the correlation between different words so that they can truly understand what context we are using when searching. …For quite some time Google has been working on creating a system that will analyze the content on a page and from the keywords of the article determine the overall subject. This is what Semantic is all about. Over the years there has been a lot of discussion on whether this is Latent Semantic Indexing or just a technology that gives weight to semantically related words. Either way, this technology has been given more weight in recent months.”

Here are a few things you can do to make sure you don’t end up on Google’s bad side:

  •  Make sure your text is precise in its meaning, that the keywords you use and the context they’re written in match what your trying to say. As Mason said, “This is how Google will know whether you mean hi tech devices or fruit when you are searching for the term ‘Apple’.”
  •  Make sure your ‘anchor text’ matches your links. As Mason says, “In particular semantics are being used to judge the power and anchor texts of links and even used to detect over optimized link profiles. This is where careful optimization is needed when planning content marketing.”
  •  When using guest posts and links make sure that they match as closely as possible the niche that you’re writing in. As Mason said, “Google automatically detects the relevancy between the 2 posts and gives the link more power because of it.”
  •  Make use of sites such as to help generate a list of keywords to use in your posts. As Mason said, “Google may not specifically be using LSI to determine the relevancy of keywords but tools like this are still a good way to determine other relevant keywords.”

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