Google updates its search engine algorithm constantly.
In an effort to outfox the SEO industry and avoid attempts at manipulation, Google uses as many as 200 different parameters to rank your website. It has made SEO cheating nearly impossible.
Despite this, neophyte PR professionals can use their communications and content generation skills to keep websites well-positioned in organic rankings. Here’s how:
Navigating inbound Links
Google based its website rankings on inbound links (clickable text on another site that links to your own). For SEO ranking, this is the “glue of the Internet.”
Despite this, there are loopholes. One is through content provision sites. These publish a link to your website if, in exchange, you provide an article for their visitors. It’s important to consider that the website owner could provide the same piece for different content provision sites. That process is called article marketing.
Additionally, press releases that include a link to your website could be widely published, and each location they appear represents another inbound link. Some organizations do this to expand business.
Link farms (sites consisting of pages and pages of links) have become common, too. You can now buy a link from a link farm to improve your website ranking.