Organic SEO Results Are the Secret Sauce to Digital Marketing Success
In today’s digital marketing environment, search engine optimization (SEO) has a negative connotation for some marketing teams while others understand it is a necessity in order to achieve long-term successful organic SEO results. To be fair, the digital marketing landscape is constantly evolving, especially with the use of social media in business, and sometimes it’s hard to keep up with all of these changes. But SEO should not be downplayed as some may think. Where I see most marketing teams miss the boat is in a lack of understanding that SEO should be one of the main components in their overall digital strategy, not the only component.
Three ways marketing teams can improve organic SEO results are through interlinking content, website architecture design and social media for overall digital marketing success.
I say this to my clients all the time… content is king and queen for being discovered online. The reality is that your content is your marketing. The meat and potatoes of your digital marketing plan is your content strategy. A content strategy can include static website content, blog posts, downloadable e-books and white papers, videos, still photos, customer-contributed content and recorded webinars and podcasts, just to give you some examples. Say you have a white paper on the “Top 10 Pain Points for XYZ.” Write a blog post on each pain point with a call-to-action to download the entire white paper. If you recently created a video or on-demand webinar, write a blog post specifically about the video or webinar with a direct link to view it on demand. Ask your partners to contribute guest blog posts. Take photos at your next event, some can even be entertaining and funny, and post them to your Facebook company profile and one of your Pinterest company boards. As you can see, the possibilities are endless.
Where does SEO play into all of this? SEO flows from all your content. However, having lots of content is not enough. Your content must be optimized in order to increase your chances of being found, thus improving organic SEO results. Keyword and persona research are key when it comes to your overall content strategy and SEO results.
Website Architecture Design
In addition to having lots of optimized content, it’s important that your website (and blog) are designed to be search engine friendly so you can reap those positive organic SEO results. Several important website architecture design details in combination with overall SEO efforts include:
- Keep web pages as close to the root as possible
- Text navigation is a must
- Proper use of static instead of dynamic web pages
- Use meta tags in this order: title, description, keywords
- Create both XML and HTML sitemaps
- Create a custom 404 error page
- Meaningful URLs, preferably separated with dashes, 100 characters or less
- No frames or session IDs
- Java scripts should not be embedded into content
- Should be able to edit images and include ALT titles and text per image
- Should be able to include header tags to content
- Make use of 301 redirects only when redirecting to other web pages
- Add social media share buttons to all web pages
- Validate website using w3c validator
While social media marketing is rapidly increasing, these efforts aren’t always coordinated with SEO or aligned in terms of search benefits. But they should be. Every time one of your blog posts goes live, post it to your company social media profiles with a comment. Don’t just slap it up with the blog post title. Ask employees to post the blog posts to their individual profiles as well for increased SEO benefits and reach potential. In addition to posting content, engage with your audience as they comment or share your blog posts. Let them know you are listening to them and that you care about what they have to say.
By your marketing team working together and integrating these efforts with SEO, your business can maximize the direct effects of a content strategy, website architecture design and social media activities for improved organic SEO results. And think of the business benefits from all these organic SEO results… more quality leads and new business opportunities… the ultimate goal in SEO.
–Michelle Berdeal, Find and Convert