For years, basic SEO strategy involving keywords and links has revolved around matching the exact text to the search query in which you want to be featured. Unfortunately for the status quo, the Penguin update by Google has thrown this concept on its head, leaving many webmasters with links that are not only not excelling as much as they could, but are even penalizing them in some cases. Having word-for-word matches with search results is no longer the most efficient approach, and those who are finding their recent web performance lacking may need to consider the following advice as a way to rectify the situation.

Use Related Text

The algorithms of Google are pinging servers for a variety of information, and the amount it can analyze has grown substantially. When wanting to rank for a particular keyword, you no longer have to excel at just that keyword. In many cases now, you can break into a search query by having enough related text published on your website. In summary: certain words are associated with other words, and the more these words appears on a website, the more likely that website is to rank high for a particular search result – even if the search result itself is not a keyword on the site.

Use Synonyms

While some might consider this related text, synonyms work a bit differently and are not classified the same in the algorithms of Google and other search engines. If you have ever done a search for a particular keyword, let’s say “cheap blankets”, then you might also see results for “affordable blankets” or “inexpensive covers”. These associations can be used by webmasters to further transform a generic link into something that actually has SEO value in the modern day. If you need help finding associated synonyms for doing this, then simply type ‘~’ followed by the word into Google Search.

Use Brands

If you are combining a marketing strategy with your SEO outreach, then it makes absolute sense to use your brand name in generic links as a way to further boost association between your site and brand, while also pinging servers with a richer variety of links. Post-Penguin, this method has become more valuable at building brand recognition with search engines, and will work in most cases. The only times you will have difficulty using brand names in place of generic links are when, not surprisingly, your brand name seems generic to Google. For instance, Atlanta Car Repair would not receive any added bonus being used in place of generic links, but Bob’s Auto Tow-n-Go most likely would.

Be A Namedropper

With so many social profiles and networks out there today, linking to specific people affiliated with your company or brand is another great way to capitalize upon replacing generic links. When you can associate your website with a particular person, you will be much more likely to draw that attention – in many cases, name searches are not competitive and you will easily be able to get featured. So many people overlook this simple way of incorporating new links and gaining added traction in search results, so be sure to consider it when revamping some of those generic links featured on your website.