Tapping into Your Marketing Resources Can Push Your Campaign to Page 1
Although the key elements of SEO have not changed much, the weighted significance of each element is constantly shifting. While backlinks used to be a primary focus, user experience and quality of content have become more prominent ranking factors over time. One of the key ways to arm yourself for these changes is to coordinate with copywriting and PR departments. Playing to each department’s strengths combined with an SEO team’s analytic qualities can lead to a strong campaign that Google is bound to value.
Element 1: Keyword Implementation
Let’s begin by evaluating the use of keywords.
Old practices: Keyword stuffing
Adding a high volume of keywords into content used to be extremely important. Now, Google’s algorithm has gotten more accurate at detecting synonyms with latent semantic indexing. Using substitutes for words can be more effective than using one term over and over again.
Ex. When someone types an article about pastries with the intention of gaining some online visibility, they may want to interchange the term with turnovers, desserts, tartlets, or mini pies. Google’s algorithm detects these words as synonyms or relevant terms.
Furthermore, Google detects overuse of keywords and penalizes websites for keyword stuffing – a form of spam. Keyword stuffing is a manipulative practice that helped you rank higher in the past. However, it also made for awkward sentence structure and low quality content. Fortunately for us readers, Google has made it a priority to weed these articles out and give us something more satisfactory to peruse.
New practices: Copywriting
Now, there is much more value placed on writing good content. But what makes content good? Rewording your copy to be as interesting and factual as possible is essential. Some other great ways to boost the quality of your writing is by using headings, bullet points, and bolded words to visually organize facts and create a clear path for users to follow. Your articles and information should flow easily when people read, and users should be able to find what they are looking for with ease. All of these factors contribute to the user friendliness of a website, and having an A+ copywriter on staff can get the job done.
Element 2: Backlinks
Next is the practice of acquiring inbound links to your company’s website.
Old Practices: Quantity of Links
Getting backlinks to your website is not Google’s favorite practice. There are some more natural ways of going about link building along with some unnatural, spam-like tactics. In the past generating fast useless articles or website content which linked back to your site was an effective practice. Sometimes, websites called link farms would even host thousands of outgoing links on a single page. Google now doles out penalties to websites which benefited from these tactics in the past.
New Practices: Quality of Links
As Google becomes stricter about the quality of websites linking back to your website, there are a couple of ways to get some higher quality links. First of all, directory listings are a great way to get some visibility. This includes submitting a company’s information and website to Yelp, Hotfrog, City Search, YP, and other directories people use to find business listings.
Another method is to focus on Public Relations and email marketing tactics. Engaging in local communities and with popular news outlets allows you to submit articles or press releases that give you a link back to your company’s website. Collaborating with the Public Relations department can go a long way in finding links. Don’t have access to a PR guru? You can also try online tools like HARO to help connect you with reporters who are looking for stories.
Similarly, email marketing campaigns to popular bloggers can be another way to persuade people to link back to your site. Generally, these bloggers should be writing some quality stuff and will find natural ways of incorporating your company into their content.
Because each of these methods encourage quality content to link back without generating useless information, they are considered more White Hat (or ethical in Google’s eyes) ways of acquiring backlinks.
SEO can be difficult for other departments or positions to understand. However, working with a well-rounded marketing team can do wonders for an SEO campaign. Outsourcing to additional agencies or working within your company’s resources is essential to achieving success. Instead of shying away from collaborating, take advantage of others’ expertise whether it is copywriting, PR, email marketing, or another specialty.