The most recent Google update, referred to as Panda, requires search marketing agencies and practioners to focus on best practise for Google Caffeine.
Applying some SEO basics to clients’ sites will ensure that the latest update is beneficial as it reaches across the Pond (it is currently a US only update).
Much of the following is common sense, but often seems to be ignored. Caffeine in particular takes into account what users want, as much if not more so than the search engines. Websites who forget their users in the battle to win SERPs will be penalised.
1) Relevant content: your site should only contain relevant content. It should be clearly presented, easy to navigate and the most relevant content for the keyword or phrase search should be above the fold where possible. Check your META tags – these have not gone away and should be specific to the page content, not generic to the site.
2) Speed – not just of page load, which is important both for the spiders and your visitors, but also how quickly can your visitor find the information they are seeking.
3) QDF – Query Demands Freshness. Update your site regularly. Your users will thank you.
4) Multimedia. Use different forms of media to get the word out. Not just audio (podcasts), video, images and text, but different channels eg Twitter, Facebook, LinkedIn, Youtube, etc etc. The more real estate you can use for promotion, the better.
5) Quality over quantity. Whether it is your content, content that you link to or sites that link to you, seek to be authoritative and consistent with the calibre of information and sites you offer to your visitors.