Search engine optimization, or SEO, is not what it used to be! You may be wondering how to make your website as user-friendly (as well as search engine-friendly) as possible, particularly after the changes to the Google algorithms in 2011. The bottom line is that if you have relevant, well-written content that you update regularly, you’re already a step ahead in the game. Aside from that, here are a few tips to tweak your site for SEO purposes.

*Analyze what you already have. Use a tool like Google Webmaster Central to see the statistics on how many views each page has, how Google sees your site, and how many other sites have linked to each of your pages. Before you plan for growth in 2012, eliminate any pages that aren’t doing well, or that are not at the level of quality that you prefer. When your readers, as well as the search engine spiders, comb through your site, you don’t want to have them encounter pages with poor content or with broken links.

*Keep up with the times. In short, people are in a hurry. Many of your readers may be reading from iPhones and other mobile devices. Keep your content to the point and easy to read. Consider making an app for your website to make it accessible on smartphones and tablets, but this does add to the amount of maintenance you will need to do. In short, don’t forget about the large percentage of mobile device users who will be accessing your site.

*Don’t neglect the possibilities presented by social media. It has never been more important to have a solid social media presence. Your business should have a Twitter account, a Facebook page, or a Google Plus account… or all three! Use your social media pages to promote your website, as well as to gather a following of individuals who may become clients or customers. If you’re not familiar with the social media sites, consult with a social media expert for help.

*Commit to staying abreast of new trends. The future will undoubtedly bring new dimensions to search engine optimization and the nature of web-based business in general, and it’s important to stay informed. On the other hand, it’s also easy to get sucked into the daily fluctuations and the plethora of information available. Read about industry trends on a regular basis, but not to the point of obsession. As with anything, moderation is key.

Your website will survive the changes to the Google algorithms, and in fact, your business should thrive if you follow the new rules, which are really not very different from the old rules. Keep your content to the highest quality, don’t be afraid to eliminate what’s not working, and always be willing to make changes and tweaks to succeed in 2012.