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How to avoid over optimising your website with Hannah Wilson, SEO Specialist

The idea of a page being 'over-optimised' isn't a new one and it makes a lot of sense that this would impact your rankings, but Google is now applying even more focus to making sure that websites focus on the user. 



Say you have a blog posted in 2019 and you haven't touched it since. It makes a lot more sense that Google would want to rank a blog that has seen a big update e.g. new stats, maybe a video or an infographic, rather than one that has simply changed its title or added an internal link.

To Google, not much has changed, so why would it be worth more to the reader?

Anchor text is another interesting thing because I always view anchor text in the same way I view image attribute text.

Say someone is using a screenreader - they want to know the entire content of the page and writing things like 'read here' for an internal link does nothing for that person.

What does 'here' mean for them? Including links naturally should be the aim. As with anything AI, it's always better to focus on what helps the user - that is making quality updates to a blog or a webpage rather than changing things just to rank higher for a particular keyword.

To avoid potentially over-optimising your pages you should:

  1. Stop putting your keyword in places it wouldn't naturally fit i.e. keyword stuffing
  2. Build quality backlinks to that page rather than linking from any old site
Consider the user experience and how much your updates will actually improve that - are you adding a link for the sake of it or will that link actually help your user on their journey?


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