The positioning in search engines is a process in continuous evolution; A task that requires permanent updates and improvements; Where it seems that getting the approval of the all-powerful Google is becoming more complex, since his hitman, Panda and Penguin, every day give a new twist to his algorithm, something that can give more of a headache, especially for those who Do not stop giving in to their demands.

The last to enter the scene was the fourth installment of Penguin 2.0, which last week made an appearance, according to Matt Cutts himself, shaking the internet foundation. On the other hand, those SEOs that since the arrival of Panda have been following their indications, have nothing to fear, since this new update comes to reinforce the principles of content quality and renew the already bloody fight against spam.

Taking into account the new rules of the game What are today the keys most valued for improving the search results?

Penguin 2.0 and its keys to get more relevance in the Google search engineThe authorship of Google, indispensable complement to evaluate the quality of the web.

Eric Schmidt himself advises including Authorship as one of the decisive factors of the next application when it comes to occupy the top positions in his search results. In this way the searcher verifies the author and attributes relevance to the content, according to the activity and social relations of the same, registered through its social network Google. Thus, it is expected that the Authorank is an essential component when assessing the quality of a site.

The content will continue to be the king, and his reign will continue to extend.

Any web that wants to occupy a main position facing the search engine will have to bet on a content strategy that includes a frequent update, providing relevant information, useful for users, not forgetting, as we just mentioned, the Autorship.

In the variety is the spice.

When we talk about content, we do not just stick to the written word, but it must appear in all its forms. Google believes that not everyone learns the same way, some prefer to read, others see a video, pictures, or, why not, listen to a podcast. This reasoning has led him to value the richness of content, also in its varied nature; So it encourages content creators to diversify their creations and adopt the instincts formats.

The activity in social networks is constituted as another indicator of quality.

Who said that social networks were useless? SEOs to use, dump on site optimization and hunting and capture of backlinks, now face an element they can not control: social relevance. The users are the main judges on the internet, who come daily in search of useful information and quality, and who do not hesitate to give their vote in favor when they find interesting content, either sharing it with their peers, or in the form of I like, 1, Favorite, … Your opinion is sincere and reflects your interests, factors Google is increasingly aware.

Linkbuilding is no longer useful.

The once effective strategy of getting at all costs a multitude of incoming links, whatever their origin, now not only does not help, but has seriously seriously hurt more than one web, leading directly to disappear from the search engine. Now what rewards Google is that these links come from a quality site and are directly related to the activity of the page.

The keywords have lost integers in the ranking of factors necessary when positioning a web.

Just as with the massive link strategy, the overabundance of keywords in a site may end up penalizing, rather than boosting its positioning. Google has learned to evaluate the content of a page without the need to appear again and again the same term; It is not necessary for him to repeat things so much.

Do you already have in mind these aspects in your SEO strategy? What other key factors for positioning would you add?