Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

SEO Beyond Keywords: 4 New Tactics

August 19, 2013 By Scott Benson
1
Get the Flash Player to see this rotator.
 
Recently I attended Mozcon, the inbound marketing conference from Moz (formerly SEOMoz). If there's one message that resonated, it's the fact Google is putting so much stock into what they call brand or entity signals.

1. Become a Brand Entity: Brand entity focuses on earning real publicity by providing real value, resulting in links, mentions in blogs, online reviews and authentic social engagement (especially on Google+). The more reputable your brand, the more people will cite you as a source.

2. Your Content Management System (CMS) is Important: The way your CMS is configured is important. Many businesses rush to publish a site because they feel something is better than nothing at all. While that might be true, learn your CMS inside and out, configure it with SEO and usability in mind. Far too many businesses have been painted into a corner where they can't edit their own content or make the necessary code changes to stay ahead of the changing search landscape. If you don't have the resources in-house, hire a search engine optimization (SEO) expert when you begin your CMS research.

3. Site Architecture: Structure your site to follow a logical hierarchy, branching out from the homepage. No content should live more than three or four clicks from your authoritative homepage, depending on the scope of your site's information. Site architecture should follow the basic outline of: Homepage >> Category Level >> Detail Level >> Sub-detail.

Using clean URLs with descriptive words ("fakesite.com/widgets/blue-widgets/") will help search engines and humans understand context of the page, and make social interaction more likely. Often as those pages earn links, people will paste the URL directly into a post and those keywords provide better anchor text than "fakesite.com/?page=1234." SEO strategy is irrelevant if your site isn't organized properly.

4. Convert Your Traffic: User metrics are being considered as a ranking factor. SEOs must apply conversion tactics to the sites they optimize for search. If someone searches for a phrase on Google, clicks on the first listing, but then bounces back to the Google results, it is possible Google could reposition the site.

SEO is more than keywords and traffic. It is important to help visitors find the information they're looking for by offering relevant calls to action throughout your site. Those visitors are in search of some product, service or information and your site should cater to that need. Satisfying that need through relevant content and conversion optimization will lead to happy visitors who don't need to return to Google.

 

Companies Mentioned:

1

SPONSORED CONTENT

MORE ON SEARCH >>

FROM THE BOOKSTORE

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:  online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more How to Write Successful Fundraising Appeals, 3rd Edition

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:
online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more...

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: