SEO (Search Engine
Optimization) is the process of affecting the visibility of a website or a
web page in a search engine’s natural search results. The more frequently a site appears in the
search results list, the more visitors it will receive from users. Loren Mack stated in her blog, ‘SEO: Patience& Persistence,’ “content is king.”
The right content allows users to find you first, which increases sales.
Understand Your Users
– After all, they’re the ones using your search engine; without them, you don’t
need to worry about SEO. By researching
current trends on search engines and via social media, it’s possible to see
what competitors are doing and what users expect from company/brand.
Optimize - With
thoughtful content you will spark the interest of more users. It must be engaging and stand out. It must capture the user’s attention and have
value.
Analysis – Data doesn’t
lie. Run reports from all channels to
learn what users are responding to. It’s
worthwhile to pay for analytical tools, such as Google Webmaster. Use findings to improve content or diversify
keywords.
New SEO vs Old SEO
– Being # 1 for a keyword is no longer the top prize. “SEO today is increasingly driven by natural
language search, that is, people doing searches that are more like normal
questions that two or three keywords.
This is happening because people are using tools like Siri and Google
Now to speak to their searches, rather than typing them in. And because people are including more detail
in their typed searches as they seek to find what they’re looking for faster. These keywords are much easier to rank for,
because they’re not as competitive”. Top
ranking are emotionally satisfying, but they’re worthless unless they generate
leads or sales. (Steimie, 2015)
How long for the SEO
to start working?
That all depends.
Metrics such as the time your website has existed, amount of content,
links, ties to social media, architecture, and html impact its success. Social media platforms, such as Twitter make
it easy to broadcast and link your content to increase its prevalence. It may even pickup enough interest that users
become influencers, which results in free marketing. Who doesn’t love free?
The Key to Success – In
the introduction ‘content is king’ was referenced. That is still the key to success. “While many search engine marketing firms are
completely reputable and add tremendous value to marketing programs, I am
convinced that the single best thing you can do to improve your search engine
marketing is to focus on building great content for your buyers. Search engine marketing should not be
mysterious and is certainly not trickery” (Scott, 2013) .
Works Cited
Scott,
D. M. (2013). The New Rules of Marketing & PR: How to use social media,
online video, mobile applications, blogs, news releases, & viral marketing
to reach buyers directly. (4 ed.). Hoboken: John Wiley & Sons, Inc.
Steimie, J. (2015,
February 7). How Long Does SEO Take To Start Working? Retrieved from
Forbes:
http://www.forbes.com/sites/joshsteimle/2015/02/07/how-long-does-seo-take-to-start-working/
Andrew,
ReplyDeleteYour post has outlined a strong approach to search engine optimization which is a critical component of being found by users of search engines. I agree with your comment that “the right content allows users to find you first” but I am not 100% sold that getting to a customer first will be result in increased sales. Being found and guiding customers to your brand through search engines is one thing but getting consumers to take the next step in making a purchase is another. Do you have the right product? Is it at the right price point? Can they get the product easily? Each of these decisions, among many others, all play into the process of making a purchase.
However you bring up a great point. So to tie back to this weeks focus how do you think you could leverage social media and its effect on search engines to better ensure a purchase after the customer finds your brand or product?
This post by Cary Leibowitz at 5W, http://www.5wpr.com/new/holiday-marketing/, may give you a few great ideas. Great post and looking forward to your response.
Shawn
Hi Shawn – thanks for the feedback and analysis. I would use social media to broadcast key phrases, words, and expressions that I’d want my content to be known for. This content would then show up in the search engines, creating effective SEO. For example, our class uses #MaristSM15 on Twitter.
DeleteAndrew,
ReplyDeleteThanks for the interesting post. A few questions, what is the best method to determine content creation? Is there a recommended approach? It seems that video is the only way to get messaging across in a quick and creative way. Text and audio are good tools. Although both text and audio are limited in reach when compared to video content. Thanks again for the interesting discussion points this week.
Hi Loren – thanks for taking the time to read my post and ask a question. To answer your question, I think it depends on the content you’re trying to share as to how you’d go about broadcasting it. More often than not, a short phrase or keyword blasted on social media with a link that takes you straight to the horse’s mouth (source) would be the ideal approach. What’s your answer to your question, or do you agree with me and why?
DeleteHi Andrew – Great blog post this week! I agree with you that understanding your buyers is an important part in determining an SEO and SEM strategy. Scott says, “Building buyer personas is the first step and probably the single most important thing that you will do in creating your marketing and PR plan "(Scott, 2012, pg. 164). When thinking about how to get your content to the first page of Google, how would you go about determining who to target and the best content to develop just for them when they’re looking for it?
ReplyDeleteHi Mary, thank you for your kind words, feedback, and question. The best way to determine who to target and how to develop content relevant to your target audience would be through market research. Think about the audience you’re trying to attract. Make sure it’s big enough to make your time/money investment worthwhile. Once you have identified your target market, further research should be conducted to determine the best social media platforms or websites to share the content. You could also research what keywords are effective relevant to your content.
DeleteIt is certainly a difficult task to get your company in the first position on search engines. I think you said it best stating, "Content is King" when it comes to identifying what your audience is looking for faster.
ReplyDeleteYou briefly touch on a great point, that I think is really important to grasp for IMC professionals. You mention the different ways people are searching. It's not just about the channels, but the technology that is being used. We need to adjust our tactics and understand that with each advancement, technology will continue to alter our methods as marketing professionals. Social media, SEO, and other platforms are integral to reaching our audiences. From voice search with Siri to the data collected from behavioral analytics, technology is constantly changing the way we use it to connect with others.
If you were tasked with proving your worth as a marketing professional, and you need to ensure you are staying up-to-date with technological advancements. How would you strategize new social media efforts to keep up with the times?