Sounds simple enough, but things get tricky because there are so many different ways to achieve that one goal.
If you’re SEO strategy stops at making necessary changes to your website, you’re only doing half a job. SEO is about optimising all of your marketing channels and not just your company website.
Confused? Here are 3 good examples.
It’s time to talk about links. Come back! Don’t panic! We’re not talking about link building circa 2010. We don’t want to make Google cross with your site. But if we’re going to talk about link building, we have to acknowledge the elephant in the room: it works.
Getting links to your site and improving the domain strength of the site could help your search listings to rank higher. But - and it’s a very big but - this is a short term solution at best and a toxic hindrance at worst which could actually see the site removed from the listings altogether.
So how do we counterbalance the benefits with the inherent risks? We keep it small-scale and we keep it relevant. You can’t afford to let a Google update phobia prevent you from securing any links to your site. Simply follow the golden rules:
Reach out to relevant websites, be mindful of the quality and history of the site, and use relevant keyword anchor text on a relevant page.
The best way to do this is with content. Google likes useful, interesting or entertaining content and it likes relevant links. What great content can your brand put out into the world; and where can it be published to secure a link back to your site?
You probably know by now how important YouTube is to your marketing mix. It’s the most popular website on the net; and every man and his dog is watching cat videos, pranks and TV rips on a regular basis.
But you might not realise how fundamental YouTube is to your performance in search. YouTube videos are favoured in Google searches, but that won’t stop another video on a similar topic from stealing a prime placement ahead of you.
You need to optimise your videos for search.
Every video you publish on YouTube is another page of the internet to garner exposure. Google spiders are smart, but they can’t see videos, so you need to optimise your titles and descriptions to ensure that your videos rank for the right searches; and make sure those descriptions also feature a link back to your site.
Despite the uptake of billions of people around the globe, social media is still in its infancy; and users are still working out how to use it; how to interact with brands, marketing materials and peers.
One fact that is increasingly apparent is that social media users do value the opinions of other social media users. That’s why channels like Twitter are frequently used as recommendation engines; just like search.
People regularly post to shout out to their peers for recommendations on consumer products, professional services and entertainment. When people ask “can anybody recommend…” you could be missing out on a valuable new business lead.
For this reason, you cannot ignore the value of social media, even if you’re still unsure about the return from paid social media advertising. Social media is a big conversation, featuring businesses, customers and peers. It’s imperative that you have a say.
Social networks are the next best thing to a search engine and people are using them in the same way: to find the things they need.
Are you posting regularly and joining the conversation? Perhaps more importantly are you optimising your posts for the turns of phrase and questions that users search?