From longtail keyword phrases to Google AdWords, your business follows a diversified strategy for SEO success. But how do you know whether your SEO strategy is actually working? Sure, you’re already tracking the results of your AdWords campaign and monitoring conversion rates, but this information only gives you a partial snapshot of your SEO strategy’s successes or shortcomings.
The average Google Analytics report contains hundreds of different metrics, measuring everything from daily unique site visitors to content interactivity. Agencies face the unenviable task of distilling these metrics into a cohesive report. Some clients want the highlights; others want the details – but all clients want to meet their business goals.
Social media and SEO were once completely separate entities with different purposes and roles. This is still true to a certain extent but as technology and people’s usage has changed, so has the need for a more integrated approach to these two disciplines. Whilst best practices for these online communications tools will continue to evolve, here are some important points for professionals working in either sphere to consider.
SEO is one of the most misunderstood inbound marketing strategies used today. Of course, this is partially a consequence of the fluid nature of the SEO process, the rules of which change every time a search engine like Google introduces new algorithmic adjustments. Because those algorithm changes are largely designed to weed out unscrupulous, "black hat" techniques and reward quality content, businesses that try to take shortcuts are frequently penalized for practices they've hitherto relied upon.
The common website is a top marketing tool of businesses everywhere. Regardless of the size of your business or the industry you are in, a successful website is often a key contributor to growth and profits. The primary driver of success for websites is onsite content. High quality content can set you apart from the competition and establish your industry expertise.
SEO strategies have arguably become one of the most important factors to consider when looking to improve and maximize a company's presence online and general 'on-page' marketing approach. Recent search engine updates, namely Google's Panda and Penguin, have started to create a new generation of websites built solely of relevant and original content, dramatically restricting spam and ensuring high quality content ranks first. Given this evolution within the online marketing community, companies have been forced to change their approach to online marketing, link building and SEO approaches to suit Google's specific, rather strict requirements.
Great content is a fundamental part of SEO. Video content is the next big thing and you should consider video as an essential part of your strategy to improve your SEO ranking. If you’re a data driven marketer like me, check out this number from Forrester:
Designing a website is more than finding the right tone and appearance to properly communicate your message and your brand. Oh sure, you want to include the colors, images and fonts that best represent the style of your business or your brand. You certainly want to make your site appealing to visitors and engaging in a way that keeps them coming back. When designing your site, however, it is very important to not forget about SEO.
If content is king, then anchor text is the gold all kings desire. Content needs anchor text and internal links to be crawled, indexed, and found by search engines and users alike. Without anchor text the content you have spent hours creating becomes a dead-end page or worse...orphaned. A well-architected website will improve usability, conversion, and search rankings.
Online marketing starts with getting noticed, right? Getting noticed begins with SEO, but there’s more to good online marketing than the traditional SEO concept of keywords. Effective SEO is all about content, authority and a competitive strategy that sets your site apart from others out there.