Beyond Keyword Insertion & Meta Tagging
Now that you’ve completed keyword research and optimized webpage elements such as title tags, meta info, and URLs, how are you ensuring that your search engine optimization strategy is still working? If you’ve implemented these web changes and haven’t looked back, it probably isn’t. Search engine optimization (SEO) is an ongoing process that involves much more than inserting keywords into your tags and body copy. It’s a marketing strategy that should include current Analysis and strategic shifts, just like any other marketing endeavor. Though it may require continuous Analysis and inventive approaches, if you start with these five areas, you’ll be well on your way to achieving sustained success.
•Website Audit
Before you begin any new work, make sure all of the optimizations you intended to implement has been completed because this will become the foundation that you will build upon. You may find in some instances that you’re short a few keywords in the body copy, or a title tag includes a keyword you decided you didn’t want to optimize on. Or you may find that you’re in good shape and ready to continue with an ongoing plan. Either way, take a few hours to ensure that every detail and every element has been optimized with one of your target keywords.
•Content
A significant factor in keyword visibility is, and always will be fresh content. For those who sell a service, solution, and product, it isn’t still easy or resourceful to be adding new web content. Here is a list that will help guide you when thinking about your search engine optimized content strategy:
?Expand your Existing Content – If you optimized one page around “SEO,” think about how you can create a section that includes several variations of the core term.
?Create Media Content – Identify opportunities for content that can be easily created and syndicated for viral marketing and link building purposes.
•Videos, photos, webinars, podcasts and white papers
•Press Releases
?Leverage Blogs – Blogging is not only a great way to share relevant news, information, and thought-leadership content, but the nature of a blog will have you posting new content a few times a month, if not a few times a week. All of this content can and should include your targeted keywords.
•Competitive Analysis
conduct ongoing competitive landscape analysis, talk to your sales team, and talk to your field marketers to ensure that the keywords you have optimized are still relevant. (And don’t forget to write a blog post that speaks to these changes.)
•External Linking Strategy – External linking is an integral component of a search engine optimization plan as it covers two different, but not-exclusive, tactics – link popularity and traffic.
Oink popularity is a device created by the search engines to help rank and categorize relevant sites within their index. Each link is essentially a vote for your site’s content. And the more elections your website has, the more popular you’ll be in search engine results.
External linking should also be used for generating traffic. SEO’s overall goal is to increase website traffic. So don’t ignore websites that can help take your Internet marketing program to the next level.
•Internal Linking Strategy
Please include links to your most important pages to help spiders quickly identify which pages they should pay closer attention to. Visitors will also benefit from internal linking since you’ll be promoting related or more in-depth information on a given topic. And, don’t forget to optimize your anchor text as well.
Search engine optimization should be treated as a living and breathing organism – it needs constant attention to be truly successful. By conducting ongoing Analysis and identifying new and inventive ways to improve your search engine visibility continuously, you’ll be a step ahead of the competition in your search engine traffic and the marketplace.