4 Ways to make your website “SEO Evergreen.”

If you are reading this with intention, chances are you know what I mean when it comes to search engine optimization, a.k.a. SEO.

**Latest updated on November 15, 2023**

What exactly is evergreen SEO, and how can it work wonders for your business? Well, think of evergreen SEO as your website’s steadfast ally in the unpredictable world of search engines, especially the big player, Google. It’s not a magic potion for securing specific keyword rankings, but it does offer a reassuring stability. Your website becomes less susceptible to the upheavals that come with Google’s updates.

Let’s rewind to the golden era of 2003-2010 when getting SEO right seemed like a walk in the park. Back then, it was a bit like playing chess with search engine algorithms, particularly Google’s. You could snag a domain with your coveted keywords, sprinkle those keywords liberally in the URL, and stuff your articles with just the right amount of keyword goodness. And by ‘goodness,’ I mean content that often looked like it was more for bots than actual human beings – a strategic dance with keyword density.

Throw in a handful of links from content farms or link networks, all generously seasoned with spam and pointing to your homepage and inner pages, and voila! Your website effortlessly claimed a spot in the top 5 or even clinched the coveted first rank for moderately competitive keywords. It wasn’t just about specific keywords; this link-building practice also gave your pages enough weight to secure top 10 rankings in various long-tail keywords.

Ah, those were the days.

Fast forward to 2011 when Google unleashed a game-changing algorithm update, starting with the ominous-sounding “Panda/Farmer” on February 23rd. It was a direct response to the SEO shadiness Overstock.com pulled on January 1st, 2011, leading to a public Google penalty. This update, triggered by around 12% of Google search results, cracked down on content farms and those sketchy websites with content so thin it was practically see-through – all of which existed solely to rake in ad money. Panda updates, from 2.0 to 3.1, hit the scene throughout the year, focusing on boosting search result quality by booting out low-quality spam sites.

But the real chaos ensued with the arrival of “The Penguin” on April 24, 2012, aimed at taking down over-optimized websites (cue the ominous “Over-Optimization penalty” music). By fine-tuning spam factors like keyword stuffing, many online ventures felt the sting of a Google slap, plummeting from the first or top ten rankings into the abyss for their primary keywords. Traffic losses ranged from 30-95%, and for those heavily reliant on Google for organic traffic, some saw their businesses crumble within months. Desperate, some tried the PPC (Pay-Per-Click) advertising route, shelling out big bucks for a handful of conversions, only to realize life was better when they didn’t have to pay for quality traffic in the first place.

Let’s not dive deeper into the algorithm updates, the attempts at manipulation, and the endless consequences. The point here is simple – your business is a long-term asset, and it’s not worth risking it all to play games with the algorithm for short-term gains. Your website is your identity, and just like a criminal record sticks, so does the shadow of shady SEO practices. Whether it’s the algorithm playing judge or a human manual review, the chance to salvage your website’s reputation is pretty rare. In most cases, it’s close to impossible.

Now, let’s talk about the elephant in the room – the manipulative tactics that some crafty minds in the SEO game, often dubbed ‘Black Hat SEO,’ still manage to pull off. Hey, I respect their knowledge and hustle in finding ways to dance around the ever-evolving algorithm. But as entrepreneurs, our goal is different. We need a rock-solid solution that plays nice with our business, regardless of the algorithm du jour. Enter evergreen SEO, the approach that’s here to stay. Here are four ways to make it work for you:

1. Build websites for humans, not bots. When crafting your website, keep this mantra in mind – humans first, bots second. Your content, image choices, and website structure should aim at delivering the best user experience for actual human beings. It’s a simple equation – respect your users, and Google will return the favor. This isn’t just about being nice; it’s a win-win because Google’s mission is to provide top-notch, relevant search results that make users happy.
   
   Here’s the real kicker – many website owners miss the mark entirely. Instead of focusing on user experiences, they’re fixated on appeasing search engine bots, sending them down a rabbit hole of outdated tactics. Seriously, after countless updates over the years, do you still think Google will hand you a high ranking just because your content is a keyword-laden masterpiece? Or are you losing sleep over whether your keyword density is just right? Maybe you’re worried that your website title doesn’t have enough keywords? Come on, folks! Google has been reading between the lines of your website for ages; it knows what you’re all about. There’s a lot more to the ranking game, and I’m about to spill the beans on the key factors.
   
2. Alright, let’s dive into the second game-changer – how users engage with your content, a factor that’s become more crucial than ever in Google’s eyes. It’s not just about views; there are these sub-factors that Google pays attention to:
   
   • Website Browsing Behavior: Are users hitting the “back” button within seconds of landing on your content? Are they exploring more inner pages, or do they just glance at the homepage? Are they scrolling through the entire article, or does their attention drop off quickly?
   • Visit Length Period: How long are they hanging around after entering your homepage? What about on each of your inner pages? Are they investing time in actually reading your content?
   • User Interactivity: Are they sharing your content on social media or through instant messenger? Do they bookmark any of your content? (This factor used to carry more weight, but it still matters.) If you offer downloadable files, like an ebook, did they take the time to download it?

Why does all of this matter to Google? Because user interaction is beyond your control and can’t be manipulated. It’s seen as a reliable gauge of your website’s quality. If your website truly rocks, users will naturally engage positively without any nudging from your end. You can achieve this quality by:

• Producing Quality Content: Solve problems, provide knowledge, offer inspiration, or drop pearls of wisdom that genuinely enhance their lives. If you give them something valuable, they’ll naturally spend time reading, sharing, and more.
• Offering Online Tools or Resources: Take Amazon Cloud Reader, for instance. While its primary goal is to provide a convenient solution for customers to read books across devices, it has a fantastic side effect – it significantly extends the user’s visit length on their website. And you bet that plays a role in beefing up their authority score in Google’s eyes.

3. Now, let’s talk about the third key player – link-building, a game where being mindful is the name of the game. Remember how I mentioned the good ol’ days of link manipulation? Well, Google’s algorithm caught wind of that and decided to change things up. The anchor text links that once held a heavyweight title have slimmed down. It’s no longer about quantity but quality and where these links come from. Here’s the lowdown on how to navigate this without breaking the bank or risking it all:

• Mass Link Directories: Here’s the harsh truth – they’re as useless as a screen door on a submarine nowadays. Their value is zilch, whether they’re charging you or offering a free ride. So, steer clear of these at all costs.
• Link Networks: Those well-known link networks that were once a golden ticket? Yeah, not anymore. The link-trading game has changed, and buying, selling, or swapping links isn’t worth a dime. So, don’t even bother.
• Natural is the Way: Don’t go overboard with keyword emphasis in your links (aka anchor text links). Ranking in highly competitive keywords isn’t as simple as it used to be. Plus, hyperlinks with only specific keywords pointing to your site raise eyebrows. It screams over-optimization, and that’s a one-way ticket to a bad link profile.
  
  When people genuinely link to your website, they use your website name, domain name, and words that fit their context – maybe even a few typos here and there, rather than sticking to your preferred terms. Some might even throw in a ‘nofollow’ when creating hyperlinks. Others might link to your inner pages instead of the homepage. This link profile naturally forms alongside your content quality. Despite lacking specific keywords, these links wield more ranking influence than manipulated ones with keyword stuffing.

Alright, let’s dive into the fourth and final game-changer – keeping your website in tip-top shape. It’s like giving your users a smooth ride on the technical side of things:

4. Always Keep it Secure, Speedy, and Mobile-Friendly: Because, let’s be real, when people naturally link to your site, they don’t follow a script. They use your website name, your domain name, and maybe throw in some words that fit their context – or even a typo or two. Some might slap a ‘nofollow’ on their hyperlinks, and others might skip your homepage altogether, linking straight to the juicy inner pages. But guess what? These organic links, driven by your stellar content, carry more weight in ranking than any overcooked, manipulated ones with the perfect keyword seasoning.   

4.1 The Importance of Web Security: Let me break it down for you – web security is the unsung hero. Some sites lose their Google rankings just because of some sneaky code tucked away in the footer, and they don’t even know it for ages. To beef up your website’s security game, consider:

• SSL Integration: If you haven’t jumped on the SSL bandwagon, it’s time. It’s like a digital bouncer, ensuring a secure, encrypted connection during transactions and shielding your data from nosy third parties.
• Regular Patching: If your website is custom-made, keep it patched regularly. Updates to your site’s building blocks, like PHP, should be part of the routine to keep the code shipshape and secure.
• Content Management System (CMS) Updates: If you’re rolling with a CMS like WordPress, keep the updates flowing. Both the core platform and plugins are prone to attacks, so staying one or two steps ahead with the latest updates is your security dance. And hey, throw in a security plugin for an extra layer – Wordfence, with its free version, gets my vote for efficiency.

4.2 Now, let’s zoom in on why the need for speed is crucial – website loading speed, that is. According to the wise folks over at Website Load Time Statistics by WebsiteBuilderExpert, a staggering 25% of visitors hit the eject button if a website takes more than 4 seconds to load. And get this, almost half, a whopping 46%, won’t grace a poorly performing site with a revisit.

Now, here’s the kicker – Google is also in the speed game. A slow-loading site isn’t just an annoyance; it’s a ranking factor in Google’s algorithm. Slow load times create a user experience straight out of a horror show, leading to all sorts of negative behaviors. Users hit the back button or slam the page shut, sending your bounce rate soaring and trampling on any prior SEO efforts you’ve put in. The need for speed? It’s real. Here’s how you can rev up that loading time:

• Optimize Codes: Streamline that behind-the-scenes magic to make it slicker.
• Slim Down Image Files: Size matters, especially in the world of images. Cut down file size without sacrificing quality.
• Plugin Wisdom (For WordPress Users): Less is more. Only roll with the plugins you absolutely need.
• Caching Magic (For WordPress Users): Embrace caching plugins or roll up your sleeves and manually create those caching pages.
• Rock-Solid Hosting: Quality hosting is like the backbone of speed. If you’re rolling with the big leagues, match your hosting to the number of daily visitors. Shared hosting won’t cut it if you’re pulling in over 10,000 visitors a day.
• Cloud Server FTW: If you can swing it, go for a cloud server. They’re like the superheroes of loading balance, leaving traditional web hosting in the dust.

4.3 Now, let’s talk mobile – why does being buddy-buddy with mobile devices matter? Well, Google sounded the trumpet with their mobile-friendly algorithm updates on April 21, 2015, officially declared right here. The deal was simple – pages that played nice with mobile devices got a little boost in the ranking dance on mobile search results.

And here’s a heads up – the mobile user tribe is growing year by year, while the desktop and laptop crew are dwindling. Perficient’s 2020 Mobile vs. Desktop usage 2020 paints the picture on a global scale. A mobile-friendly website isn’t just about good vibes; it’s a brownie point in Google’s book. So, how do you make the magic happen?

• Roll with WordPress: The easy way out – they come mobile-friendly right out of the box.
• Bring in the Web Developer Cavalry: If you’re not a tech whiz, enlist the help of a web developer to sprinkle some mobile-friendly fairy dust on your site.

Remember, SEO isn’t a cutthroat game. It’s about building win-win situations by delivering value and benefits to users. Do that, and everything else falls into place like magic.

Original Source : https://www.puripong.com/seo/4-ways-to-make-your-website-seo-evergreen.html