Is your business using the SEO Pyramid?

Trends are showing that businesses are cutting back on their marketing budgets this year. This of course comes as no surprise given the state of the economy. But it has left some small business owners in the dark when it comes to where to put their marketing dollars and how best to spend their budgets. Let’s face it there are an endless supply of online marketing tools out there. The question is, which one’s should you choose and where do you start?

While searching online for a visual to show to one of my clients, I came across the following SEO Pyramid and I thought it was a great visual to help pave the way to greater online visibility.

seo-pyramid-large4

Basically, to more efficiently market your business online, the following rules should be in place (and they are in order of importance):

  1. You have compelling web content
  2. Your content and page elements are optimized
  3. You’ve created and are maintaining a linking campaign
  4. You business is visible in the social media space

Compelling web content – First and foremost, your site must have compelling and relevant content; useful content that will attract and retain visitors and offer them something they can link to. You want your visitors to buy your product or service and come back for more. So give them something to come back to.

Optimize your content and page elements – Your web content should be keyword rich. Establish a list of keywords that people search on to find your product or service and include these in your content. They must be relevant to each page so don’t go overboard. These keywords should be weaved into not only your web content but all your page elements (i.e. title tags, meta tags, H1 tags, etc.) as well.

Linking campaign in place – Spend some time finding relevant sites to link to and from.  The more relevant sites that are linking to you the more likely the search engines are going to find you.

Social media plan– Once everything else is in place, build your business page or group in a social network that speaks directly to your audience. Start a conversation and start networking. Also, don’t underestimate the value of a blog. Yes, it takes time to upkeep but it’s well worth it in the end. Not only does it give your business a personality, it augments your SEO strategy. Get out there, get networking. It’s free!

And finally, BE PATIENT! Gaining visibility online takes time. Keep at it and be patient. And remember you get out of it what you put in.

Good luck!

Link Love

There is no ideal recipe for optimizing your site. The rules and algorithms for search engines are constantly changing which means you can’t just optimize your content and move on. You must continually evaluate your SEO strategy and make changes accordingly in order to be competitive.

A linking campaign is one key element in SEO (one, among many). It’s a low cost and effective way to both get your name out there and increase your search engine rankings. So why then do most businesses neglect this piece of the SEO pie? Well, plain and simple; it’s tedious and time consuming but well worth the energy.

I recently worked with a company that had a great linking campaign in place. Consequently, they also had great standings in the search engines. Now, I’m not claiming it was solely related to their linking campaign but it definitely contributed. As we all know, the more relevant links coming into your site the better. And there are many ways to gather relevant links.

Content

  • Make sure your content is fresh, relevant and offers something to your audience so it entices them to link back to your site.

Affiliate Sites

  • Find quality affiliate sites that correlate to your product and request a listing and/or link posting.
  • Be sure to link back to a relevant landing page on your site.

Blogs & Social Media:

  • Create you own blog with interesting and relevant content that links back to your site
  • Monitor other blogs, make comments and post your link
  • Create Pages, Groups and/or Profiles in various social networks with quality content and links back to your site.

There are many ways to create a linking strategy and yes, they all take time. Unfortunately, some of us just don’t have the time to do it all. So, I suggest that first and foremost, you should make sure the content on your site is interesting, appealing to your audience and has relevance to your product. Give them something to link back to. Then work from there.

For more information on creating linking strategies check out the following articles: