Google’s constant algorithm changes underscores the need for effective and continuous search engine optimisation (SEO) strategy in order to survive or withstand Google’s adjustments. While optimising a website involves a combination of marketing techniques, search engine optimisation Adelaide experts recommend high quality content development in order to shield small businesses from the latest Panda and Penguin updates. Panda update: Google’s Panda update is aimed at removing web pages with poor content quality, duplicate content and content which does not provide any value to users. Content farms, pages with obviously spun content and content aggregators were affected by the update. Penguin update: Launched in April 2012, the Penguin update seeks to eliminate web pages that are over optimised through keyword stuffing and unnatural links. Search engine Adelaide specialists have always known that the quality and quantity of inbound links to a web page contribute to its search rankings. In order to boost search rankings quickly, some websites resorted to paying for links, joining huge networks or directories for exchanging links without regard for the relevance and quality of the inbound links. Thus, web pages with poor quality content have managed to climb the ranks of search results pages, providing little value or use to Google’s users. The Penguin update is expected to demote the search rankings of web pages containing unnatural links, excessive keyword usage and affiliate links surrounded by irrelevant text content. While both updates penalise different violations of Google’s quality guidelines, they share the same objective of providing only the most relevant and helpful content for its users. The recent updates make search engine optimisation Adelaide content writing services all the more important, particularly for small businesses who obtain potential clients from search engine traffic. Optimising content for SEO Know what potential customers need: A good grasp of the business and the target market will help determine which topics are relevant to them. Listen to online conversations taking place in discussion forums, blogs and social networks. Identify pressing issues and write about them. Basic quality guidelines such as publishing unique and compelling articles still apply. Write for the intended audience: Over optimisation is often the result of writing articles intended for search crawlers to the detriment of the ordinary reader. Keep keywords to a minimum and use them in the appropriate context in order to attract and encourage site visitors to prolong their site visit. Use descriptive anchor text: Anchor text is a clickable word or phrase that is linked to another page. Use only keywords as anchor text only if it best describes the page that is being linked to. Build links naturally: High quality and useful content will attract site users naturally and encourage sharing among friends in their social networks. This technique may take time and effort but it produces lasting results that are likely to survive algorithm changes. Choosing a search engine optimisation Adelaide specialist for content writing services is crucial to business survival. In addition to writing high quality articles, one must also ascertain whether the SEO service has a reputation for submitting only original and unspun content. In addition to optimising content, small business owners can combine other Internet marketing techniques such as online press releases, guest blogging, Facebook sponsored stories and social media sharing to improve inbound link quality.