5 Things Brands Need to Enhance their Search Marketing
Search marketing is fairly complex. It goes beyond the organization of a simple keyword list that would be effective to optimize one’s content. However, each marketer needs to know the basics and how to enhance their search marketing. Let’s dig a little deeper into some of the basics:
1. Fresh Content: Each site and/or blog needs fresh content to survive - whether it is paid search marketing or organic content. Content allows for keywords to be utilized throughout the site. Meta data can be implemented. Images and videos with alt tags and descriptions add to the value of the content as well. It is also imperative to remember that fresh content should be consistently updated, and posted on a regular, frequent basis. Once a month won’t cut it. Once a week may not even do the trick when starting out. Think, daily when creating fresh content.
Pro Example: Amex Open Forum. This brand with a team of content writers and outside influencers is able to update their content not just daily, but even hourly.
2. Links, Links, and More Links: Linking back to your own content is always helpful. For example, if you are writing a post on search engine marketing, perhaps link back to a post on content strategy that extends the conversation.
Tip: Ensure that your anchor text is keywords that help build further SEO. For example, use keywords that help readers know where the link will lead (ensuring they do actually work). Additionally the text will help the search engines possibly rank the sites higher due to search and relevancy.
3. Social Media is a Search booster: There are many ways to distribute your content based upon the type of content and your audience. For example, if your audience is highly digital and found on most social channels, then you can consider the following:
- Distribute your content across your social media channels such as Facebook and Twitter (assuming your brand has a presence there and your audience engages on these channels).
- Ask influencers to share with their audience. Note - it will take time and research to find influencers who are a good representation of the brand, have a decent social following, and are willing and excited to talk on the brand’s behalf.
- Ask your guest bloggers to post and share with their audiences. They are normally happy to do so.
- If your policy allows guest bloggers to repost- have them link back to your site.
In the end, the more places people can find your SEO friendly URL and content, the better.
4. Mobile: It starts with making sure your site and content is mobile friendly. Although you can have a mobile site, a responsive design is usually better as it adapts to your device rather than sending you to another version of your sight. Check to see how much of your audience views your content via mobile. (Are they using tablets? smart phones? or just desktop? or all of the above). Then see what you can do to boost that SEO whether it’s by amplifying with mobile ads or increasing content spread on both desktop and mobile. Mobile ads can get expensive, but if your brand has the budget and is willing to experiment, it may be worth the effort to try distribution across mobile via search and ads. Cross screen is the new ‘black’!
5. Test & Learn: Tried and true, you cannot forget to test keywords to see which ones work for you. Test content; see what your audience likes most. Test your social network distribution and see which content works best where. And most of all just don’t be afraid to test.
Note to remember: There's not one thing you can do to amplify SEO for search. It's about testing and learning of course - but all of the pieces above (and more) are apart of the algorithm to help search rankings and referral traffic to one's site. Remember to utilize to each piece.
- Guy Kawasaki Talks Content Marketing, Social & Google+
- How A Killer Content Strategy Builds Quality Links, Au Naturale! #SESNY Tips