Search: Pulling Rank
• Avoid "click here." The words "click here" are meaningless in terms of ranking. Go back to those keywords you've developed and make those your linked text.
• Tweet wisely. It's true that Twitter can help raise your ranking if you're very consistent with keyword use and how your tweets point to your pages. But you must stay consistent with those tweets over time, and that can get (a) exhausting and (b) spammy. Save the power tweeting for launches, big events and promotions, and use your keyword variations consistently during those times.
Remember, too, that the real value of a tweet is measured by retweets. Deliver value to your followers and they'll jump in to spread the word—and give your ranking a bit of a boost.
• Do what's right, analyze and repeat. Message respectfully, authentically and generously. Partner wisely with influencers. Build community. Then test your results to learn what actions—and influencers—best helped you get the job done. Some easy measurement tools are Google Analytics and Google rankings.
Your SEO results will reflect the clarity and focus of all your communications—online, offline and at all touchpoints of your users' experiences. The framework you build with an integrated communication strategy will reinforce the value of your Web presence, which will build the trust you need to rise through the ranks.