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Tactic 3—Leverage RSS feeds from a content distribution standpoint. This SEO tactic has become more popular within the past six months, but still is largely overlooked by most marketers using RSS to reach their target audience. When RSS first came out, Larkins points out, vendors were trying to aggregate feeds and serve ads, but that tactic doesn’t seem to have panned out. But RSS is proving to be a good tool in helping boost natural search rankings.
Tactic 4—Improve visibility of content in engines by participating in Yahoo! Search Submit Pro and Google Sitemaps. Larkins thinks marketers overlook Search Submit Pro, specifically, because it’s a paid inclusion tool.
But it’s still a natural search tool, because that’s where participating firms’ listings show up. It’s not guaranteed that firms will get good ranking, but there are best practices available to ensure your site gets crawled, says Larkins. He adds that one of the main reasons companies don’t pursue paid inclusion—or even Google Sitemaps, which is a free tool—is the perception that building the feed to submit to the engine is too hard; Larkins counters this idea by noting that if marketers spend the time to get a feed built properly at the outset, they then can use this feed for many different outlets.
Larkins and Karczewski can be reached at (312) 939-0222.
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