Over-Optimization Penalty – A Comeback

Over-Optimization Penalty – A Comeback

Too much of everything is bad and this is true for SEO too!

While speaking in a presentation, Matt Cutts said that the new over optimised penalty would be imposed on the websites that do SEO above normal. This update has made many SEO companies a bit scary as now they will get a penalty for the hard work they have been doing for years, or we can say getting punished for trying to make Google happy!

What Over-Optimization Actually Is?

Over Optimization is the practice of applying many SEO techniques, to the point until Google catches you because you are focussing more on it rather than on giving Quality content to your customers and finally ruining your website. In the old SEO days, Over Optimization was the way from which the sites gained traffic easily. The best way to boost your site was stuffing thousands of keywords or sending thousands of spammy links to the a site. But now the scenario has changed, as now the SEO’s knows that stuffing and spammy links are a way to suicide. After over Optimization Penalty, many things become black hat making SEOs more wiser about Google techniques.

SEO is in a constant state of evolving. This evolution shows that google is getting smarter, by which searches are also getting smarter which is ultimately making the SEOs smarter, leaving the battleground messy and hot. To win the battle, we should know what over optimization techniques we should not apply.

Here are the Quick Checklist for you that can save you from Over SEO penalty:

Building Backlinks only from Relevant Blogs:

To attract Google, people create a thousand of backlinks pointing towards them. This creates a problem when Google finally figures out that your competitors are having an average of 40 backlinks and you are having 5 times of it. This will surely raise a red flag and even your thousands of backlinks could not save you. So, it’s better to have backlinks from a relevant blog. Try not to use paid links, use guest blogging or blog commenting. You should not always create backlinks for your homepage, your internal pages should also be backlinked from relevant subjects. Also creating 100s of backlinks in short span of time is a symbol of Over Optimization.

The Default Language of your Content is “Spamglish”:

Here we are talking about Keyword Stuffing. Unnaturally Stuffing your content with keywords is now considered as Black Hat SEO and now comes in Over Optimisation. The percentage of a keyword in a content shows google that whether you have targeted search engines or people. So filling of your special keywords should not be more than 2-5%. You can also try synonyms and long tailed phrases to avoid penalty and increase Optimization.


Placing Clicks above Usability:

Well, you also know that Google is smarter than you. He knows you are doing SEO just for gaining clicks and are ignoring the design and usability of the website. This will surely raise a Red Flag against you. You should give importance to the fact that if your site in not that much user friendly then Google will also start hating you. You must focus on your website design, navigation and other user friendly factors. This will naturally increase the clicks.

Multiple H1 tags:

An H1 tag is for the page’s main Heading. In old times, SEOs figure out that the Google give importance to H1 tags. They also started giving importance to H1 tags. Gradually this importance took the face of “Over Optimization”. Many websites that were having multiple H1 tags had suffered badly after the Over Optimization penalty rule. So it’s better to have only 1 H1 tag for your website although you can have any number of other tags.

Linking to toxic Sites:

Links from websites having low DA, spammy links or other toxicity will decrease the ranking of your website. Don’t waste your time in sending outbound links to these kind of websites. Instead try building links from healthy websites with good DA and reputation. It will be a time consuming work but is surely worth it !

9 Questions to Answer before Choosing a Right Marketing Agency

9 Questions to Answer before Choosing a Right Marketing Agency

Hiring a Marketing Agency is a Big Deal. Some just claims to do big things while some go on with a partnership for decades. We can consider it as a very important decision for your business, yet difficult and perplex to choose.

Why a company hires a Marketing Agency?

Although there could be n number of reasons, but ultimately all reasons are arising from the one, i.e. LOW SALES. Well, you can have an in-house Marketing team too, but you might end up giving huge salaries to a team of few people (that too, having limited resources) which will be equal to outsourcing a Marketing Agency. If you hire an Agency, your main concern will become quality and control. By outsourcing Marketing, you can have access and control over trained professionals and advanced marketing technologies.

On what grounds you should hire a Marketing Agency?

So, finally we have reached to the root topic of our blog i.e. how to choose a perfect fit for your Company. Here is the comprehensive questionnaire checklist for agency selection which will help you to form a long lasting relationship with them :

What are your Aim and Objectives?

What are you looking for? Good sales and leads? New Audience? Simply Online Presence? Or Unsatisfied by the current agency? Take time to have a good internal research of your prospects and Customer reviews. It should be a time consuming task so that you can analyse and evaluate each and every aspect of your Mission.

How much Knowledge do you have of Marketing?

Before Hiring an Agency, explore about marketing. You should at least have a basic of it otherwise you won’t be able to know whether your agency is doing well or not. Get a brief knowledge about techniques and some of the commonly used tools.

Does Conducting an RFP would be a Bad Idea?

The RFP will allow you to find a suitable agency for your company, an agency that actually understands your objectives and meet all of your Conditions. Give a short brief about your company and your work. After that list your objectives, challenges and advantages you are trying to seek. This will help you to shortlist some of the Agencies.

What Process they Follow and what Tools they use?

The Agency needs to be able to demonstrate the ROI from their Marketing Campaigns. They should be able to actually explain how actually they work. They should be able to explain the whole marketing processes, the tools they use and its importance, the work divided into different teams and finally what innovative they will do to achieve your targets. In short, they should be able to give you confidence about them. While hiring an Agency, it’s very important to know that whether they are innovative or not because Marketing is a trendy arena and algorithm changes frequently. If you wouldn’t go with the trend, you will surely lag behind.

Do they actually understand your Business Requirements?

Actually, all marketing companies work beautifully, after all you are hiring professionals. But all marketing agencies may not understand your business needs. Choose the agency that can look through your lens, explore real opportunities and can make effective, profitable decisions.

Are they All Rounder or some “Specialist” kind of?

All marketers focus on different things and are specialized in different technologies, so it’s important to have a clear idea of what you want them to have. For example, some focussed on Digital Marketing but they haven’t tried and tested direct mail campaigns that much. That doesn’t mean that they are bad at it. It’s just they prefer something more over another. Some agencies have a narrower field, can be either SEO or SMO. So, it’s you who need to decide what your business wants.

What’s their Digital Presence?

A company’s website can say a lot about it. So, explore its website and all the Social Media platforms of them. Do you like their look and feel? Are they actively blogging and tweeting? If you don’t like the way they are representing themselves, it’s unlikely you are going to like how they will represent you.

Review their case studies, testimonials and talk to their clients

By knowing about their clients, you will get to know how long they have worked together. Talk to some of their current clients, you will get to know about the results and quality of the services they provide. Review some of their testimonials and case studies. This will show whether the agency is a good fit or not. Ask them about some of the examples of successes of their campaigns.

Finally, do you Actually liking them?

The most underrated and overlooked factor of successful client- agency relationship is respect and the ability to listen well. These are some of the qualities which are hard to test. So, before finalising the agency, lean back in your chair and ask yourself, whether the person sitting across the table will be there in the tough times of your company. Can they challenge your current state and push you to see the things differently, while respecting you and your present knowledge?