For high-quality, highly effective SEO, best practices are essential. You need to follow the latest, most relevant search engine optimization tips to develop and maintain a leading online presence in your sector.
Arguably the single most important factor for a successful SEO effort is buy-in. Everyone in the organization who can have an impact on SEO needs to fully support these initiatives and do their part to improve the company’s digital presence.
This is more of a challenge than it may seem at first glance. Due to its sudden rise in popularity, many believe that SEO was nothing more than a fad, one which can now be safely ignored, or at least downplayed. In particular, they point to the ongoing changes to Google’s search algorithm and page ranking policies as evidence that SEO strategies are doomed to come up short. As Forbes contributor John Rampton recently asserted, though, this is far from the truth. He explained that it is very possible for firms to keep pace with these developments and to react in an effective, timely way. But again, this is only possible if employees at every level are able and willing to put forth the necessary effort.
Additionally, Rampton pointed out that despite these changes, many of the basic principles underlying SEO strategies remain sound, no matter what. A good, solid approach to SEO will yield benefits even as Google tweaks its algorithms.
Lastly, the author noted that SEO is not nearly as complicated as many decision-makers believe it to be. While it is true that there are a number of technical aspects involving website design and the like, SEO ultimately boils down to some fairly straightforward factors: identifying useful keywords, using those keywords in original content and analyzing site traffic over time. This means that you don’t necessarily need to have a person on staff who has a lot of SEO experience – it’s more a question of time and dedication than expertise.
Keeping up to date
That being said, it is important for business leaders and anyone responsible for SEO within an organization to keep informed of how this field changes over time. General trends can determine the best strategy for your firm’s online content.
For example, Search Engine Land contributor Jim Yu noted that SEO best practices formerly centered exclusively on keyword usage. Later, though, the quality of the content started to matter more and more, while keyword use remained an important component.
Now, Yu explained, one of the most important recent developments in this field is the rise of mobile. He pointed out that Matt Cutts of Google recently suggested that there is a very good chance that mobile queries will surpass desktop queries in 2014. As more people turn to their smartphones for search, companies need to react by making sure their websites are optimized for a mobile experience.
To accomplish this goal, it is critical for businesses to choose the right mobile configuration solution. As Yu noted, different tools can have different effects, with some requiring more technical proficiency than others. Picking the best tool for your company will have a major impact on the success of your SEO in the mobile sphere.Responsive design
For many companies, responsive design is the way to go when it comes to mobile websites. Writing for Business 2 Community, Jason Bowden argued that responsive design should be seen as a matter of both web development and SEO. Responsive design is a relatively easy way to make sure that your website is appealing, attractive and highly functional for mobile visitors.
For one thing, Bowden pointed out, responsive design can help a company’s link-building efforts. A major challenge that firms face when building links is the possibility of link dilution. Link dilution occurs when a particular page has too many outgoing links – each one of those links loses a lot of its power and effectiveness. The more links you add, the more extreme this effect. According to Bowden, though, responsive design can help to ensure that links flow efficiently back to the home site while simultaneously keeping all social links in a single, visible location. All of this goes to improve SEO efforts.
Additionally, the writer argued that responsive web design can improve a number of key aspects of the mobile experience which improve visitor satisfaction. For example, responsive design solutions can ensure that the text size and color of the website are adjusted to accommodate a mobile device’s smaller screen. Furthermore, implemented elements can download more quickly, thanks to the more efficient display of images and content.
One last factor to consider when pursuing SEO is email. This may seem counterintuitive – it’s not often that SEO and email are mentioned in the same sentence. But as Daniel Faggella argued in a separate Search Engine Land report, email can actually have a major impact on SEO results.
For one thing, emails can encourage consumers to visit and engage with your company’s online offerings.
“Email might not help you rank in and of itself, but an email incentivizing comments and sharing can help ‘move the needle’ on the factors that Google wants to see in the first place,” Faggella wrote.
He further explained that emails can give extra life to a blog or social media post. While these offerings should receive a fair amount of organic engagement, by emailing your subscribers when new pieces become available, you greatly expand your potential visitor total, which helps your search engine rankings.
Faggella also explained that emails can contribute to SEO if you repurpose their content. He noted that email newsletters take a while to write, and there’s no reason not to get maximum value out of it. Posting portions of your email messages on your website can improve SEO and improve content creation efficiency.
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