CEOs Need a SEO Strategy
- Published: Wednesday, 02 February 2011 15:59
By Walt Denny
Approximately 16 billion Internet searches are conducted each month. How can you make sure your web site gets its proper place in the front of the pack? It’s all about Search Engine Optimization (SEO).
A first-rate keyword optimization strategy requires more than adding popular search terms into your web copy. A balanced combination of keywords and relevant content is preferred by major search engines.
Many Internet marketers turn to Google’s Keyword Search Tool, which can be found at www.google.com/sktool, to identify trending search terms to optimize their websites. With the keyword tool, you enter phrases, words and topics relevant to your business, products or services. Google then pulls up an extensive list of results, including the terms you entered along with similar wordings and valuable information you can use to devise the best SEO strategy.
The main findings of a Google-generated keyword search estimates the number monthly searches for each term or phrase displayed. Harnessing the popularity of top-searched terms is a great way to attract search engines to your web content. Utilize phrases with high search volume to attract search engines and improve your search engine result page (SERP) standings. Simply sprinkling top words alone will not enhance your ranking significantly enough to deliver bold results.
Each word or phrase has a competition gauge. The competition gauge measures the breadth of each term’s use across the Internet. Keyword competition is typically a focus of pay-per-click (PPC) campaigns, but in regards to choosing the right SEO terms, it provides you with a unique opportunity.
Incorporating the popular terms with words that have lower competition rates can make a positive impact on where your website appears on search engine result pages. This strategy synergizes your SEO efforts by utilizing words with lower competition and high search values. Organically rise to top spots with a creative strategy that uses high search volume, low competition and popular terms.
In addition to providing you with top terms and competition ratings, Google highlights categories that it deems most relevant. To take your keyword optimization strategy to the next level, utilize the bonus information provided to you in the category section of the results page (top left of the screen). This strategy will prove your content to be most relevant to searchers, launching your website’s listing to top search engine positions.
As Google and other major search engines crawl across the Internet analyzing websites for the most relevant content, you can enhance your website’s relevance by incorporating category results into your site’s content organization and navigation. Enhance sections to not only include keywords, but also the relevant categories highlighted by Google’s Keyword Tool. The combined efforts will signal search engines that your website is highly relevant, which can lead to more web visitors that are qualified to buy your products or services. E
Social Media Optimization: The New SEO
As more Internet users engage with social networks like Yelp!, FourSquare, Twitter and Facebook, they forgo traditional search engines to find information on the web. While Google still dominates the online search market with roughly 10.5 billion searches a month, Facebook and Twitter are luring searchers away from the Silicon Valley behemoth. According to a recent Nielsen study, social media sites account for 18 percent of all Internet searches.
Social media optimization (SMO) is purposing your online content to be easily found and shared on the Internet, but also through traditional and social searches. To build brand recognition in social networks and stay atop search engine result pages (SERPs), smart marketers connect with the public and social media influencers through strategically selected keywords and captivating content.
Google is experimenting with a ‘human algorithm’ for ranking real-time searches. Google is also increasing the amount of social media content it indexes and displays in traditional searches. Get your content in front of key influencers and the public to boost your ranked awareness in traditional and social searches.
Before engaging in a social media network, determine where your target audiences spend the most time online. Is your audience more apt to spend time on YouTube than Facebook? Are they creating Flickr albums instead of tweeting? Once you establish which social media networks best reach your target audiences, dedicate time to establish a strong presence and foster relationships through tweets, Facebook posts, blogs and other social media initiatives.
Content is King
This is especially true on social media. While you may be tempted to repeatedly tweet, post, share and link to your own content, too much self-promotion is frowned upon in the social media sphere. Instead, let your brand evolve into a “member of the media.” Create, find and share content that your followers, fans and online peers find useful, unique or beneficial. Establish a pace and voice to entice your network of peers, prospects and customers to socialize your content. As they retweet, post, comment and share, your followers and website visitors broaden the reach of your content, similar to the “pass-along” effect enjoyed by established media.
Optimize your current content to be easily shared on social networks. This will allow you to tap into your web visitors’ current social media behaviors. If you have an online product catalog, a landing page, eNewsletter, blog, etc., there are a multitude of simple elements you can add to let your current visitors saturate the social media sphere for you.
To ensure your business can be easily found in social media searches, consider adding an element such as a Digg icon, Facebook Like button, Retweet badge, Share This box, Reddit icon, LinkedIn follow button, or virtually any other social network functionality.