The SEO game of Snakes and Ladders

An online game played to enhance rankings for businesses


With the selection of Google updates on offer, even if your internet site traffic has increased recently, you might see it drop tomorrow. It’s like a game of SEO snakes and ladders.

Search engines like Google make money (billions of dollars monthly) by advertisments on their results pages. Google looks for indicators of ideal websites for particular search data and on-page factors like using keywords on the page and in the underlying text are good places to begin.



Google initiated the suggestion of user signals to put in algorithms for ranking. To begin with, this was done by using inbound links to show the authority of websites and web pages. PageRank, named after one of the two co-founders– Larry Page, is the foundation for assessing website authority. Google uses decimal places and updates PageRank all the time. Up until December 2013 Google used to update PageRank details but it does not do this anymore. Moz provides updates with Page Authority and Domain Authority and this is the best data that is available.


Quality Scores and Search Positions

Another way of assessing user signals is Quality Score. Factors such as bounce rate as well as the amount of time spent on internet sites offer Google a sign of how effective a website is — a website that people don’t spend much time on tends to reveal lower quality sites whereas web pages that people want to look at for longer indicate higher quality information and lead to better rankings on search engine results pages.

So there isn’t just a basic need to renew your SEO, but to additionally keep up with exactly just what’s happening in the forever changing globe of marketing and SEO, specifically where Google and its algorithm updates are concerned.

If you or your SEO consultant has found a need to make changes to your SEO approach, this does not show that you have done things wrong. You’ve merely identified them and can now try to make the necessary changes, though you will always need to understand the most fitting adjustments to make.

If you do SEO right, online search engines will deliver more web traffic to your internet site than social media and e-mail combined.

When you initially start your blog site, that might not be the case. You will have to earn that authority from Google, Bing and other search engines gradually by encouraging inbound links — link bait and also by networking socially via your blog site and any linked social media networks. It takes hard work, time and resolve.

Similar to any strategy – whether it’s business, marketing or SEO, in some cases, a refresher course might be necessary. This helps you to review what works and needs to stay, as well as what does not work and should be removed from that strategy.

There isn’t a definitive policy or timescale within which you need to look at your SEO methods. But the earlier it’s done the better.

  1. Keyword padding

If you do a lot of keyword stuffing you will need to do more than simply refresh your SEO technique, you need to draw level with exactly what’s been happening in SEO for the last 5 to 10 years.

10 years ago, solicitors in Barnet might have put the keyword family solicitors in Barnet on their web pages many times in the visible content as well as possibly the meta keyword tag. The primary internet search engines do not take account of the meta keyword tag anymore. Matt Cutts who was a spokesperson for Google said that it was reasonable to put your keyword once or twice on your web page but many more times than that looks like keyword stuffing which has a negative impact on rankings.

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Instead, the solicitors could make use of various phrases like family lawyers in Barnet, divorce and separation solicitors, advice on family law or great divorce solicitors in North London.



Filling your content, your metadata descriptions and titles with your target keywords has been a no-no for years and would be likely to get your website taken off search engines. There isn’t anything concrete about keyword density– the amount of times that a keyword is on a website– deliberately loading keywords in your content, metadata descriptions and titles is a sure way of decreasing your internet website in the rankings of snakes and ladders.

  1. Putting the number of web links above quality

Link quality is much more significant compared to the number you have. Google is not adhering to its 100 web links optimum rule per page and has said that you could have a reasonable amount of links, if you use links to increase your SEO positions, it might be time to put a stop to that.

  1. Blogging that is spam

Visitor blogging is not always recommended though that doesn’t mean you should stop creating interesting, good quality content for blog websites around the internet. Content is still king in lots of ways and by publishing quality content on blog sites, you can make your company and your website an authority on subjects important to your company activities and interests.

Make sure you put your content on blog sites that matter, ie those that are related to your business in some way. A business networking group in Chigwell might do well to look at other networking gatherings in the area as a means of creating business opportunities for its members and a superb website for a new networking group written by a good website designer in Essex could bring in plenty of new leads and potential business prospects.

  1. Copying material

Copying material is often required– in some cases it is a lawful need– and as a result will not cause any problems with Google. If you’re copying content for SEO though, especially poor quality content — this is termed ‘deceptive material’ by Google—and you should put a link to the original source so that Google does not punish you.

SEO should follow the rules that Google and various other search engines have put in place.

  1. Putting keywords in metadata descriptions

For many years, it was prevalent to put keywords in metadata descriptions and it is still ok to do so, although keywords in meta descriptions are not a ranking aspect for SEO anymore.

This does not mean you have to stop using metadata summaries, neither does it suggest you should not put relevant keywords in them. Instead, you can increase the worth of metadata summaries by writing them with customers in mind to help them recognize why they should click your web link and not another one.