For SEO to be effective as a marketing tool, it is crucial to remember that it takes time, effort and creativity. Search engine optimization for any business comprises of four key areas:
Companies who are looking to gather more revenue from search engines will have a nice website design in order to be as user-friendly as possible. Once you’re happy with this, visit a keyword tool, normally Google’s one. From there you should select around three or four keywords that accurately predict what their customers should be searching for.
These keywords have been cunningly dispersed through their website content. Then they should then also be utilized within a blog or some form of fresh content in order to continue to regularly attract the attention of the search engines. But once you have narrowed down your search engine optimized keywords and put together a nice blog content schedule, you are left with some spare time between analyzing the results.
A productive way to fill this time is to begin looking for ways to improve the inbound links to your website. Inbound links are simply links to your website from external pages. The sites that you target for inbound links should be carefully considered. Social media sites such as Twitter, Facebook and Pinterest, for example, tend to be very powerful ways of gathering inbound links because they have a high PageRank* and a good conversion rate.
But, if you’re a B2B firm, then it’s unlikely that you will want to be targeting an audience of social media users. Sharing content over Linkedin therefore may well be a more appropriate way of targeting other businesses to advertise your firm. Other digital business tools such as SlideShare, Scoop.it and business directories such as Yell.com also offer free digital advertising for your business, so take advantage of them.
Once you have determined what type of inbound links will create the biggest impact for your website, it’s a good idea to dedicating some time to expanding your reach. Specialist business directories for your industry are there to be found, as are groups within forums and social media sites. For me, The Freelance Writers Connection group on Linkedin has provided me with a huge number of visitors and some fantastic feedback on my website design.
Beyond searching online for ideas, ask your friends and colleagues for some ideas. The input of another person in your industry can be invaluable because they can advise you on what works. For me, it’s StumbleUpon, Yell.com and Google Places that have impressed me the most. But here are some other tools that you may also like to try:
Finally, in addition to the activities we’ve already outlined many people choose to write press releases as a way of gathering extra inbound links, but this requires some time and skill. Using good press release distribution services can also be quite expensive, so don’t hesitate to use a professional to get it right the first time.
Once you’ve spent some time on this, allow all of your hard work to simmer and later have a look at what is getting you the results that you want and how you can concentrate your efforts. Remember SEO is something that takes time, effort and a pinch of creativity. Many companies are now dedicating a member of staff or three to their SEO efforts. If you’re going it alone, the best results will arrive after around a year of hard work and research. So, keep at it and don’t give up.
Got a question about SEO? Post it in the comments section below, or contact me directly.
* PageRank is Google’s way of determining the value of the page’s content on a scale of one to 10.
By Vicky McNaught-Davis, owner of PremiumWebsiteContent.co.uk