Search marketing is
difficult and time consuming. There is a lot of advice and a lot of it is
outdated or flat out does not work. With that I want to share with you 10
search strategies that are easy to implement and are proven to increase search
rankings.
Search
Engine Marketing Strategies
Content
Promotion
If your content is not
promoted it does not exist. Creating good content does not help SEO, creating
good content and then promoting it helps SEO. If no one knows about your
content how will Google know it is good? Promoting your content helps you get
links and social shares back to your content and then Google ranks the content
high in Google. Focus on promoting your content using good content promotion
tools or just relationships you have built. The lowest hanging fruit is email
marketing content.
Social
Media Marketing
Getting social media
signals is a form of a “quality” signal which Google is able to use as part of
their algorithm. Basically, if your webpage says “Black Cat” how will Google
rank you over the other people who rank for “Black Cat”? They rank webpages
with social media shares and backlinks as “good quality content” and the more
quality signals you have (again, quality signals are links or social media
signals) means you will rank higher.
Having a social media marketing plan to get consumers to share your
content on their social channels is very important. Creating good blog content
and then sharing on your social channels allows Google to value your site
higher and therefore rank it higher.
Removing
Duplicate Content
Creating landing pages
with the same content but just subtle differences is a 2009 SEO tactic. Remove
any duplicate content and make all content at least 80 percent unique. If you
cannot make it 80 percent unique then consolidate your pages to remove
duplicate content. The Panda updates are so advanced now they can really
devalue your site if you have too much duplicate content (around 20 percent).
Removing
Bad Backlinks
Using a backlink analysis tool can enable you to look
at your backlink profile and disavow any bad backlinks you have. You can export
all of your links and disavow any poor quality links you have.
Local
Citations Auditing
For businesses
especially just starting out you want to build a solid foundation of
“no-follow” links so Google gains trust with your website and then you can get
solid high authority links on top. To do this doing a local citation campaign
is a must. You can use tools like Moz Local or even builders like YEXT to build
local citations for you quickly and effectively.
Content
Research
Having effective content
is critical and if you are not putting historical data or trends into your
content creation you are behind the times. You can use tools like Buzzsumo to
see what content has produced the best social media shares or backlinks and
therefore make even better content. This makes your content better and more effective
than ever before! You can also use trends to see which pieces of content are
strongest during time periods or seasons. Or, there might be time sensitive
content producing great results you can replicate easily and effectively.
On
Page Optimization
Having good on page
optimization is important otherwise, how would Google know what to rank you
for? The first part of on page optimization is keyword research and understand
what are your best keywords to rank for on every page. Once you understand the
keywords you want to edit your meta title, description, URL, H1 tag, and body
content based on it. For the ultimate guide to on page optimization check this out.
Speed
Optimization
One of the main technical
SEO improvements in 2016 and beyond is site speed. Having
good site speed, judged by the Google page speed tool, if extremely low hanging
fruit for any business trying to gain organic search rankings. You can use the Google page speed tools to see how you do and what
improvements are needed to have a better score. Use this tool to get a quicker
speed and provide a better user experience.
User
Experience Testing
One factor people do not
know about in Google search is usability. Having good usability allows Google
to see visitors interacting positively with your site and then they can rank
you higher based on this. This video shows the pogo stick and how to solve it but
a good user experience is always a good start and having a clear landing page
for the searcher to go to.
Interlinking
One very easy to
implement and manage tactic is interlinking. In your blog content and service
pages you can interlink from one page to the other so you can pass authority
from one page to the next. This only works if the page has authority to begin
with but it can be a very good tactic to pass good authority from one to the
other to rank other pages higher. However, only do this if it makes sense and
works well for the content.
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