Integrating Your SEO Strategy

In a recent EbizInsider Forum Post, a user asked about what SEO tactic is best. Well, as in most things, there isn’t an easy answer to that question. SEO isn’t really just about focusing on one particular tactic. It’s about using a unique approach that is tailored specifically to the needs of a site. Here’s my response, as well as a chunk of info on how the different approaches of SEO can benefit a site. Enjoy!:

When it comes to SEO, using an integrated approach can often yield the best results. When an SEO campaign is executed well, it can often:

1. Bring traffic to your site
2. Increase your visibility
3. Manage your site’s reputation
4. Make way for other integrated marketing strategies

Now, in order to get the best results, you want to utilize as many options as you can manage (site architecture, content, link building, social media, blogging, etc.) Think of it as a buffet. When you go to eat, do you only pick one entree? Making a full plate of SEO techniques can give you a full belly and can even make you a few friends at the dinner table

First off, let’s start with content generation.
Well written content is important for three primary reasons:

1. Engages the reader
2. Increases search engine rankings and traffic
3. Promotes the likelihood of quality links from other sites

Creating SEO-friendly content is by no means an easy task. In basic terms, content is anything that appears on your site. In order to optimize, you need to conduct keyword research and generate clear, concise pieces of content that utilize a keyword several times throughout naturally. This can be done in articles added to your site or in section pages. When done correctly, your site visitors are presented with useful information, your search rankings can rise, and your traffic may increase. The important things to remember are to write for your reader and to avoid unethical practices. Remember, real people, not search engines, are reading your content. What you put out there reflects the overall view of your business. Try to tailor your content and your keywords to relevant products or services that your site can offer. The more general your approach, the more difficult it will be to rank. Also, content writing can be difficult to master. You may need to consider working with an SEO Specialist to manage your campaign.

Next, there’s link building.
Defined by SearchEngineWatch.com as “The process of getting quality Web sites to link to your Web site, in order to improve search engine rankings,” link building is a very important part of your overall SEO strategy. In addition to raising rankings, link building can add to your credibility and drive traffic. Link building techniques can include buying links, reciprocal linking, or entering barter arrangements. To get started, connect with blogs, forums, or sites that can offer related services or information that your consumers can utilize. Figure out what approach works best for trading links. It may be as simple as writing a blog post for their blog or sending a link request email. The key is to choose quality sites that can offer something to your visitors. For example, if you’re a wedding favor site, connect with sites that offer planning tips, catering services, floral designs, or even invitations. Don’t be afraid to think outside the box!

Social media optimization is also extremely valuable to your campaign. Social media sites are based heavily around user participation and user-generated content. Sites like Facebook, LinkedIn, Twitter, Digg, and Del.icio.us allow for you to increase your visibility as a brand. In this arena, don’t spam your network using constant sells. Contribute valuable information. Participate in debate. Make comments. Remember, these networks are centered around users, not companies. Behave a like a person and offer up useful discussion, not sales pitches.

Finally, blogging should be included into your tactics. Most blog readers are shoppers, whether its for products or information. Like content, it’s important to write blog posts for the reader, however, don’t stuff keywords into your posts. Keep your blogs simple and streamlined, easy to read and of course, relevant. Blogs can create a personality for your site and can offer a very human connection for your traffic. Use blogs to post relevant information, articles, or even opinions that relate to your site. Remember, the writing has to be good, otherwise, your readers will leave disappointed. Like content writing, this can also be difficult to master, but with practice and by keeping up with the latest techniques, you too can become a great blogger.

The bottom line: an integrated approach will yield the best results.
However, don’t fall prey to a cookie cutter strategy to SEO. Each site is unique and will require unique tactics. Don’t be afraid to try different avenues of connection, blogging, link building, and content generation to get the results you’re looking for. Keep up on the latest SEO resources. Listen to customer feedback. Test the waters in social media. Break out your best writing skills. It’s going to be an adventure.