29th September 2014
You may or may not be familiar with the term SEO. It stands for Search Engine Optimisation and involves various techniques for “optimising” a website so that search engines would put the site at the top of any search query. You could manually add your site to every search engine you could think of, stuff your web pages with keywords so the “web bots” could crawl them. Link Farms that put links back to your website from others all over the web.
These methods are all outdated, designed to “cheat” your way to the top of the pops and are officially OVER. In fact they are so over that Google will actually punish your website if it catches you using these tricks.
But does that mean I shouldn’t worry about SEO anymore?
SEO gurus of old, the good ones anyway now come by other names. Digital Marketer, Internet Marketer, Social Influencer even! Some are still called SEO experts. Whatever they call themselves what they do is very similar. A few years ago SEO companies used to use a lot of tricks but these days, no.
SEO should definitely be part of a balanced inbound marketing diet that your company should be on.
Lets have a look at Keywords. Are they still relevant? Sure they are but your content needs to make sense and first and foremost be a good read. To human beings, NOT robots. Any links you have in your content to and from other websites should be reputable, not spammy. URLS and Titles should be intimately connected to your keywords to. There is nothing worse as a user of the internet when you search for something, click on a link only to go to a website that is not relevant to your search at all. Google is trying to stamp this out.
Following on from this your HTML markup in your site should be really top notch, not old fashioned HTML 5 in other words and your website should be responsive to mobile devices.
Apart from all that there are other things that stitch it all together. Remember I mentioned your inbound Marketing diet was composed of a few things, well here are some of the others.
Social Media Marketing – Google checks to see that people are engaging with your website socially. If it likes what it sees, you get more Google juice! Social Media is really easy, except when it’s done properly, then its quite tricky involves perfect timing, strategy and really understanding your target market. In short social media marketing is really an advertising campaign and needs to be given that respect. You also need to engage with your audience, so many people I talk to just don’t want to do this, they can’t be bothered. If you feel like this then social ain’t for you. Having said that you could get someone to do it for you.
Mailchimp – I say Mailchimp rather than email marketing because it is really good, is packed with features and makes your emails professional and not spammy. Lets face it email marketing has been a haven for spammers for years now, bit it’s still worth it if you do it right. Besides don’t underestimate the database you gain doing email.
Videos – One of the fastest ways to gain Google juice actually is YouTube and your videos don’t really need to be epic feature films either. Even an iphone will do in some cases. Some people prefer to watch a video than read an article. Incidentally I am NOT one of those people but there are plenty who are.
Guest blogging – Still relevant but the golden rule is don’t guest blog on a site purely to get attention to you r own. The content should be relevant on a site relevant to your industry. It’s simple really. If you want to sell rust remover don’t blog on a dentists website. Google will punish you!
Google Display Network – Banner Ads, yep they work really well, sometimes. Like AdWords, sometimes. Remember it’s a balanced diet that counts.
Direct Mail – It’s back, it’s cheap and quite effective. Peoples snail mail boxes are empty these days, so simple and economical Direct Mail campaigns are really quite effective again. Don’t rule it out.
Content – This is the biggie. Sometimes called Content Marketing but that’s just jargon for decent content on your site. Good content on you site is the single biggest thing you can do to improve your websites rank in search engine queries. It needs to be useful and helpful to the people who read it. Invest in a copywriter and invest in research. Do it right and your ranking will be safe and secure.
There are other things you can do but this is SEO in 2014 and beyond. Talk to us about this anytime and if your reading this before Oct 7th 2014 and your in Auckland come down to our seminar it’s FREE and we’ll talk all about this stuff. Register HERE
Bye for now.