SEO Going Forward | Boston Web Marketing

As SEO (Search Engine Optimization) best practices move into 2012, we are going to see a shift away from long-tailed keywords toward better written, meaningful content.  In February of 2011, Google launched Panda, a program that gives penalties for poorly written content.  Now, optimizers are making more appealing content that actually caters to their target audience and results in better page rankings.  Well written content will also lead people to read, suggest, and link back to your website.

Wesite Design :

Website design in 2012 will also play an important role with SEO.  Websites with simple coding will make it easier for search engines to understand them. The more complex the coding, the more difficult it is for the search engines to crawl and interpret the content.  In addition, search engines are now better at finding and understanding  footers, headers and sidebars and, if you also make ID names and CSS classes more understandable, it  will be easier for search engines to find them.   Here are some new best practices for website design:

  • Name your header properly:
    • Make it easier for Google & Bing to find
      your information by naming your header div header
    • This same practice applies to side bars, name
      them div right-sidebar
    • Use header tags appropriately
    • The Tags h1, h2, h3, h4, h5, h6 should be used
      for content writers and editors only

Site Navigation:

The simpler the better.   Too many pages and links don’t help your website’s design.  You want to have clean vertical internal linking, as users go through your page for the information they seek.  They are going to click as many times as possible to get to where they need to go, but review your pages and sub-pages to make sure you don’t have any access pages or info that isn’t relevant to your viewer’s needs.  Eliminate the extra pages and it will be easier for your visitors to find what they’re looking for.


Your content should be something people can discuss.  If people are interested in your online content, they will be more likely to link to it. The more people talk about your site and share your links,   the more likely Google will rank you higher.  And, with all this content generation, you’ll need to approve what is good commentary and what is not, so realign it so it’s easy to respond to and manage.  Creating conversations with potential customers will   create more online content surrounding your business and increase the number of positive links back to your site.

When designing new content for your blog or website, you first have to identify your target audience. While it is still important to write text intended to optimize for search engines, it is also important to reach those online users who will further your content.  There are several types of online users and the ones willing to comment on articles and link them to other places will have the most significant impact on your SEO  performance.  Below is an image displaying the Social Technological Ladder for online users.

Panda represents a new era in Search Engine Optimization. There are so many different avenues to generate new content that it is important to identify and update the right ones. Social Media will play a large role in 2012, as it did in 2011. Focus  your efforts on providing intriguing, thoughtful content to your customers and you will reap the benefits for those online readers who share your posts and comment back.

-George Freeman

If you are interested in more SEO techniques or would like to hire us to manage your reputation online contact us at: or call 857.526.0096.

Boston Web Marketing | 1 McKinley Square Suite 7, | Boston, MA 02109 |

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