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Search Engine Marketing Strategies-min

 

We’ve got 15 pros below that share amazing search engine marketing strategies that you don’t want to ignore.

SEO (Search Engine Optimization) doesn’t have to be a daunting task and more importantly can’t be ignored.

Over 95% of consumers use the web when looking for a product or service and if you don’t get found on page one of Google, you’ve greatly reduced the chances of your business getting business.

 

You’ll notice a common theme among many of the pros and that’s:

  1. Produce content regularly
  2. Market the content you produce
  3. Get active on Social Media as an internet marketing strategy today

 

Over 50 pros responded to my question on Help A Reporter Out and I was excited to see how many mentioned the importance of the recent Google/Twitter deal for SEO strategies. This is huge for those active on Twitter and if you aren’t yet marketing your business on Twitter, now might be a good time to start. Personally we’re super excited about this deal because our Growth Accelerator Fund recently invested in a great Twitter Tool called Social Quant that will build a business’s Twitter following with relevant followers based on Keywords you choose. It does this rapidly along with other great benefits. I’ll share more about this in another blog.

Grab a pen and get ready to take some amazing notes on some awesome SEM strategies!

 

15 Pros Share Amazing Search Engine Marketing Strategies Sometimes Overlooked

 

Mike Koehler | President | Smirk New Media

Looking for Unique Search Engine Marketing strategies for your Small Business?
Repurpose existing content
Often I will run into a business owner who speaks at events to his industry peers, spends hours crafting emails to his staff or reads 10 magazines a day, but when I ask him about content, I get a blank stare. This happened one time, ironically enough, when I spoke to a group of pastors. “What,” they asked. “Should we be using for content on our websites or social media?”
Hmm, I said if only if there was a Book you read every day…
One step to get content onto your website which Google will see as relevant, trusted and rankable in your important keywords is to take content that you already have and turn it into something digital.
Examples (remember when posting this content, you will need to be optimizing your account on any outside platforms and linking back to your site as often as possible):
  • Dump every PowerPoint you’ve given onto SlideShare.net.
  • Take newsletter content (or, in the Pastor’s case, the weekly church bulletin) and make it into a blog post on your site. Embedding the PDFs on your site will give you no SEO benefit.
  • Make a news page on your site. Link to and embed every time your business has been mentioned on the news.
  • Have a TV commercial running? Make sure you also have it on your YouTube channel. An optimized YouTube channel and a well-written and well tagged video description had major SEO muscle. YouTube is the second most used search engine on the web.
  • Get active on Twitter. Twitter and Google reached an agreement just this month to have Tweets showing up more in search results. Is your Twitter activity taking your keywords (and links back to your site) into account?
Connecting offline and online content is a skill that business owners need to learn. It helps to always have your “content radar” up.
If a paper passes through your hands or a really interesting conversation happens in the office about your business, be thinking “How can we make this into an online asset?”

 

Zeb Welborn | Founder | Welborn Social Media

 

I’ve got a unique strategy which I can explain by using my expertise in the golf course industry by connecting with people, businesses and organizations who are already connected with my business and using them to increase my search engine rankings. For example:

Golf Courses hold numerous Golf Tournaments and many of these organizers have websites devoted to the golf tournament.
By creating content on my website and by encouraging them to share my content on their website, both organizations can enhance their search engine rankings, drive traffic to their websites and get noticed.
Look at your existing clients and see how you can work together to increase each others rankings with content.

 

Lauren Witte | Associate Director, Marketing | Jackson White P.C.

An often underutilized strategy that businesses should be implementing into their digital marketing campaigns is content syndication.

Find websites that target your industry and see if you can create profiles for your company or your staff members. Many of these sites offer free blogs where you can repurpose your content. This is a great way to expand the reach of your content and expertise.

Be sure to include at least one link to your site within the blog post. This will benefit your link-building efforts, thus improving your organic search rankings.

 

Julio Escamilla | Online Marketing Consultant | JCE SEO

SEO (search engine optimization) begins with a website and a strategy, but it’s all about execution.

Today internet landscape focuses on local search results. Every business should claim business citations (Google Business Listings, Yelp, Hotfrog, etc) and make sure that the NAP (Name Address Phone) is consistent throughout all listings.

A business can easily use Moz to see how they show on local business listings.

Also the use of social media is key, the goal is to engage customers and give incentives to create interest. Too many people focus on likes, but they should focus on creating advocates that will share and promote the business.

The last thing is to make sure that the website is mobile friendly. There has a been a huge increase in people using mobile devices to find goods and services, 87% of consumers are relying on mobile searches to find directions to businesses.

 

Ameet Khabra | Search Engine Marketing Specialist | AdWords Girl | On Twitter

I don’t necessarily think my tip is unique but I know it’s something that a lot of businesses will overlook.

What I am speaking about is fully integrating Search Engine Optimization (SEO) tactics with Pay-Per-Click (PPC).

I get asked quite a bit about which is better, SEO or PPC, and the answer is they both are great individually but amazing together.

2015 will be a year for taking up more screen real estate and the best way to do that is by investing in both SEO & PPC.

From running to an AdWords campaign to focusing on local SEO, the more you do, the better the results and the more screen real-estate you take up!

 

Brandon Seymour | Owner | Beymour Consulting

One aspect of search marketing that businesses need to consider is semantic search.

Since Google’s inception, SEOs have optimized websites to rank well for specific keywords. This led to a variety of shady practices, including white on white text, keyword stuffing and doorway pages. However, now that Google has the ability to understand user intent, business owners need to approach keywords differently.

Instead of targeting a constellation of keywords, businesses should aim to target broader groups of phrases that relate to a specific topic. What’s important isn’t the keywords themselves, but the context in which they’re used.

The more that businesses focus on context, the easier it is for Google to understand the meaning behind their content.

 

Alex Straley | Online Marketing Analyst | Perfect Search Media

Make sure your pages have images on them.

When placed well, images have been shown to increase user engagement. This can indirectly enhance search engine optimization as your bounce rate goes down.

However, you can also add an alt tag to the image, which is a small way to enhance rankings for the given keywords you put into the alt tag.

Be careful that the image doesn’t push any important text, especially any calls to action, below the fold of your site. You don’t want users to have to scroll down to see something really important.”

 

Max Stern | Online Marketing Analyst | Perfect Search Media

Here are 4 different search engine marketing strategies:

  1. Write original content with proper use of keyword variation that speaks to humans, not bots. The more readable by humans, the better.
  2. Use short URLS, avoid dynamic parameters, and use dashes to separate targeted keywords within the permalink. Avoid subdomains.
  3. Optimize all headers, title tags, and meta descriptions. Focus on high search volume keywords with low competition.
  4. Always employ a call to action.

 

Trevor Sumner | President & CTO | LocalVox

At LocalVox, we advise our clients that they should be regularly posting keyword-optimized content to their website, blog, deal sites and social media pages in order to build their organic search ranking. By regularly posting unique keyword-optimized content, those keywords will be associated with their business in many different places across the Internet – and will use search algorithms to their advantage.

Google is preparing to index tweets (again) and businesses that regularly use Twitter will start to see their social footprint increase on the search engine behemoth.

If the business is a local business (either SMB, multi-location or franchise) it is vital that they include a local address and a local phone number (with area code – no 800 numbers) on all their owned assets. Many search engines (including Google) give higher preference to local businesses if the searcher is on a mobile device because they assume the searcher is near the location and intends to visit immediately. With 60% of online traffic coming from a mobile device, it is crucial that local businesses use SEO to drive in-store sales.

 

Nick Fitzgerald | President of Online Marketing | Foremost Media

Most of what I see when I am reviewing a company’s website is that there are many simple fixes that could help them tremendously.

Probably the most common mistake I see is that they need to make sure they have unique and descriptive title tags on every page. Most website content management systems allow for you to easily modify these, so it is not a big a problem, it is just overlooked usually.

You want to make sure that you keep the title tag under 70 characters, but you also need to make sure that the title tag is relevant to the page.

You can put your brand name in the title tag on the home page, but for most other pages, leave it out. You are going to rank well for your brand regardless, so it is really just wasted real estate.

For businesses that have many duplicates, missing titles, or non-descriptive titles, doing this will improve their rankings quickly.

 

Kathryn Bisson | Marketing | Technology Seed

My two social suggestions that are divers for a  Search Engine Marketing strategy are:

First Twitter is now allowing Google to have real-time access to the feed.

This is crucial knowledge, because it displays that Twitter is now an essential platform for businesses to be active on. Google will be able to scan the Twitter feed in real-time and possibly update a businesses’ ranking with real-time data, meaning businesses should post content consistently and try to include keywords to ensure their content is ranking. I think many businesses will not see an immediate impact on this change, but over time your Twitter presence will be more crucial in the Google algorithm.

Also Google+ is another social tool that effects a businesses’ ranking, and should be included in a search engine marketing strategy. Google announced on the previous releases of their algorithm that Google+ will effect a businesses’ ranking. That being said businesses should focus on sharing website content (blogs, press releases, etc.) on their Google+ page to ensure it is ranking. Also, it is crucial for the website and Google+ page to be linked, this requires the Google+ publisher to be the company.

 

Daniel Lofaso | Owner | Digital Elevator

Too many companies are wrapped up with content creation and not enough with promotion. They heard on some SEO blog that if they simply “create great content rankings will come.” This is total BS and anyone who has taken the time to write exceptional content knows that it is not enough. Promotion is one of the hardest parts of SEO, and just because you get a few people to share your content via social media doesn’t mean you’ll increase your rankings either.

Solution: link building

For some reason all these so-called “SEO experts” are preaching social media and “more blogging” but the reality is Google became a success story because it used links to determine the popularity of webpages. This has not changed, and is even evidenced in their “How Search Works” section on crawling. At the same token, link building is not something that just happens. You have to create the right content and I use something called psychological triggers. These psychological “share triggers,” are research-backed principles that determine something’s sharabilty, and in the case of SEO, link-ability. For example, one share trigger is utility, which is why in-depth how-to guides tend to rank really well. They are useful and provide practical information, making them more likely to be shared. You can learn more about these principles from Jonah Berger’s book Contagious: Why things catch on

In short, link building based on share and linkable content is the strategy I feel businesses should be implementing.

 

Jason Park | Owner | The Media Captain

Every business should conduct digital outreach to industry related websites where someone at their company can contribute informative content.

Not only will this make your business an industry expert and establish more credibility, the websites where you contribute the content will link back to your website, which has major SEO benefits.

If you find five powerful industry related websites where you can write articles, your business will be well on its way to appearing higher in the search engines.

 

Mike LaLonde | Founder | Londes Digital Marketing

As extensions and targeting options have become more advanced in Google Adwords, it’s important to take a step back and look at the entire user experience in regards to your conversion funnel.

Yes, granular campaigns and conversion-focused efforts are still important for most campaigns. However, with multi-device conversions and attribution modeling becoming more mainstream, look at paid search marketing as just a piece of the experience when attracting new customers or clients.

This more long-term focus gives you different, and arguably more accurate, performance metrics than the simple one-and-done ROI calculations competitors are making, giving your campaigns and overall marketing strategy a competitive advantage.

 

David T. Waring | Editor | Fit Small Business

Google seems to be rewarding the recency of content much more lately.

With this in mind we have seen a lot of success with both our own site and client sites when going back and updating out of date content. In the week or so after doing so, we are seeing sustained traffic jumps to the pages we update of up to 100%.

This can be a great way to get a nice bump in traffic for older sites without having to create a lot of new content.

Conclusion:

Ranking your business on page one of the Search Engines should be a serious focus of your business. The long-term rewards are tremendous and as you can see from above there are many strategies you can implement starting today.

What was one of your favorite search engine marketing strategies mentioned?