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Over time, all sites tend to get unwieldy due to changes in code and content, so always be tracking and adjusting accordingly. Google started out with links as its primary metric of measuring the authority of a website. For many years, links used to be the core signal that influenced website rankings. That is not the case anymore. Keeping up with the changing nature of the internet, Google is moving away from links and incorporating a whole lot of “real-world” signals like high quality content, mentions, engagement and brand searches into their search algorithm. This was clearly indicated by Gary Illyes of Google in his keynote address at Brighton SEO 2017, where he declared, “If you publish high-quality content that is highly cited on the internet – and I’m not talking about just links, but also mentions on social networks and people talking about your branding, crap like that – then you are doing great.” Therefore, it is essential you don’t base your SEO strategy only on acquiring links. Instead, focus on creating wider conversations around your brand. Get people to follow and engage with you on major social media platforms. Encourage them to leave reviews and ratings for your products on Google, Facebook and other niche-focused sites. Bring on board micro-influencers (the startup’s answer to brand ambassadors) to help you increase brand awareness on various social channels. SEO is like a treadmill that never stops.
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