“Content is King” is a frequently repeated saying that acknowledges the importance of relevant and novel content on web sites. The reality of this phrase is emphasized by Google’s continuous efforts to prefect search algorithms to present results that best fit the customer’s expectations. Google judges the value of websites by the volume and the quality of links that point to them. Though it isn’t difficult to get any number of incoming links, links from quality websites can only be obtained through beneficial content.

Search engine optimization (SEO) is essential for good page ranking and website traffic. SEO strategies are constantly changing for superior results. You should also listen to the advice of Google to optimize your website for additional clients, increased business, and increased brand power.

What does Google advice for Search Engine Optimization?

Google’s Webmaster Guide emphasizes link building options for SEO. Google uses a link-based analysis of websites for the quality evaluation of sites that connect to it. Websites with more superior quality backlinks are bestowed a higher page rank. Google has the knowledge to recognize websites that have genuinely beneficial pages of content and organic backlinks. It also discards an unexpected spike in backlinks as this is usually the outcome of artificial or commercial means. Websites that reveal a stable rise in backlinks that come from diverse IP addresses and name servers are considered reliable.

What kind of backlinks win points with Google?

Google recommends website owners to avoid backlinks from spammy link farms and excessive link exchanging as this may harm your website. Enlisting on less important directories and blogs that have nothing to do with your business or industry also does not add any worth to your PageRank. The one solution to get natural backlinks is to develop content that is relevant to customers. This is a sure shot strategy to get other websites to link to it.

Matt Cutts of Google’s search quality team has a few simple tips to get backlinks that positively influence your ranking:

• Participate in blogs and forums: Take part in group discussions and blogs. Come up with articles and tutorials that really help users. Whenever you can add value, comment on other blogs and give users the advantage of your expertise and practice. Gradually build an authoritarian position.
• Write a blog and make posts easily accessible: Email bulletins to frequent blog participants so that they have faster access to important information.
• Original content: The cyberspace is full with replicated content. If you take pains to create original articles or blog posts or talk about an original topic, it makes a huge difference.
• Social media networking: Be a frequent and interactive participant on social media networks that include communities of prospects and niche users that can benefit from your informed inputs and turn into loyal customers.
• Simple website design: Simple navigation is a vital feature of website design. Make sure all web pages are easily accessible and can be reached through direct links and bookmarks.
• Register in directories: Consider registering your website in quality directories. Concentrate on those that have a high PageRank (3 or 4 at the minimum) and do not get reviewed by programs but humans. A few of these directories are Business(dot)com, DMOZ, Yahoo!, GoGuides(dot)org, etc.

Obviously, for effective SEO and resulting high page rank, your focus should be on superior backlinks rather than volume. This can only be achieved if you publish content that attracts clients’ attention because of its authenticity, value and relevance to their expectations.