PR is as essential for SEO as technical SEO and optimized content. PRs, however, depend for their success outside forces such as editorial links. Ken McGaffin has wrote a great article on “14 things to Do When You Get Great PR but No Editorial Links”
As an SEO Professional it is very fascinating how communication has evolved in the digital world. I’ve always encourage the in-house PR team to have links within their articles to increase the relationship and awareness of the products, services or the company. Ken has great advice:
- Continue to Target Leading Sites – Even If The Don’t Give You a Link — I would always recommend it as it adds on visibility
- Reply to Comments as Soon as They’re Published & Think of an Article that expand on the Comments
- Monitor Any Links to the Published Article – sometimes you have work with your analytics person to get dashboard setup
- Link to the Media Article from Your Client’s Site – encourage to share the article
- Expand on the Content of the Article – helps the reader to relate
- Follow up with Local Journalist and Bloggers
- Publish a ‘Badge’ or Link That says, “As Featured in.. ” this help increase credibility
- Email Your Client’s Customer Lists
- Pitch a Series of Guest Posts to Top Industry Blogs
- Build on Your Relationship with the Journalist, Bloggers & Freelance Writers
- Build a Store of Sound Bites of Stories
- Don’t Just Rely on Breaking News
- Build a Forward PR Plan
- Review the Content You Created
I also would recommend to do a social listening especially after publishing an article to understand more about your audience.
Mark Munroe wrote a great article “From SEO To SXO: Search Experience Optimization.” It really touches the elements I’ve encountered.
Most companies bring in agencies such as R/GA, RazorFish, Deutsch, Rosetta etc. to create a successful look and feel website that brings in a lot of unique visitors and increases customer engagement.
These firms do a fantastic job with award winning website designs, however, they don’t consider how web users will find the beautiful websites. Many of these firms have content SEO experts but not experts that understand technical SEO, forensic SEO, or SXO (Search Experience Optimization). Some of these fancy designs increase the page load i.e. compromise web performance, leave off editable open graph meta tags or disregard w3c.org guidelines or 508 Compliance. Often Analytics or SEO tools (Search Console, Screaming Frog, Majestic, BrightEdge and many more) are missed to be implemented.
Additionally, the majority of the site search APIs are either useless or have not been properly configured to the new website designs before the launch of the new web designs.
My opinion is that it’s about the overall web user experience by creating valuable & useful content, brand, digital reputation, social media activities, local search & easy crawlability for search engines.
I’ve been working in the online marketing professional for 15+ years and it’s changed a lot, however, the four basic elements need to be included into your Online Marketing Campaigns:
- Web Designs — It’s tremendously important to maintain a strong presence online. Websites should be user-friendly, mobile-friendly, aesthetic, easy to navigate, provide interesting information to keep your web users onsite.
- SEO — Without SEO (Search Engine Optimization) web users will not be able to find your website via organic search. SEO doesn’t stop on-page, consider to review your web performance, your web architecture, your taxonomy, your primary keyword distribution, your internal search engine functionality and more.
- Social Media — Extremely important is to figure out what social media channels your audience is active. Social media is also a good way to monitor your Digital Reputation. Note that Corporate Branding needs to work closely with Social media. It also allows customers to immediately comment on any type of information such as on services, products or corporate engagement. It is greatly recommended to monitor Social Media Channel closely to instantly remedy any possible reputation damage.
- PPC/Banner Advertising — Consider not only one search engine, also consider different technologies such as mobile or texting or supply reverse advertisement such as Google AdSense. Google Adsense is a great tool to figure out other channels where your audience might be.
For more details on the article “4 Elements You Need to Include in Your Online Marketing Campaigns” by Matt Morgan.
Most small businesses rely to be found on search engines whether it is Google, AOL, Xfinity, Yahoo or Bing. The fact is that nowadays pretty much anything we consider to consume will first be researched on the internet. Either by going to a review site such as yelp.com or manufacturing website to read about the products/services.
To adapt to the increasing mobile consumers it is my recommendation to have a responsive web design. It’s a web design that allows consumers to visit your website with any device such as desktop, laptop, smart phone or any other mobile device. Most research starts with a quick search when on the go or when something sparks our interest.
Ensure that you have a “Google My Business Page” and claim your local listing with accurate business name, address and phone number (also known as NAP).
Next important step is to integrate schema markup. Schema.org has been adapted by all major search engines and is really a “cool” way to display short information snippets of your web pages on any SERPs.
Reviews or word of mouth marketing can make or break a business. It’s a way of learning about your business via Facebook, Yelp, Foursquare, Yahoo, Google+, Pinterest, Linkedin or any other social network web sites. It’s important to be proactive and provide customer services for both positive and negative reviews.
Local citations are crucial for local SEO. Best is to hire a company (such as Neustar, Infogroup, Acxiom Corporation, or Yext) that provides consistent information to all local directories.
For Local SEO check list please find it at http://localseochecklist.org.
I love what I read on Andy Betts article “The Rise of Content Performance: The Search and Social Link” Working with large companies such as Cisco or VMware you’ll find Organic Search, Paid Search, Social, Branding & Content Creation in different departments with different budget, goals and objectives. Here is when a SEO professional can step in and break through these barriers.
Just a few steps away that leads to better content performance:
- Work with all the groups and establish a shared goal, a cross-channel goal i.e. conversion, sale, or make an appointment
- Work as a SuperGroup: Search, Content, Social (SCS) and invite Paid Search & Branding to your strategy meetings
- Ensure that search (organic & paid) and social strategies are part of the content strategies
- Always Execute, Test & Refine; continue evolve and adapt the groups tactics especially as you want to analyze various assets such as videos, images and possible text variations.
- Analyze, attribute and measure performance
Figure out a way to report on all channels separately to see the impact of your content strategy in relation to final business outcomes.
This is a need to know for SEO professionals, great article by Marcus Miller and many companies overlook digital reputation. I wrote an article on LinkedIn.com about it March of 2014. “Digital Reputation – Are You Monitoring Yours?”
Studies are now confirming that reviews are a trusted, critical component of generating business from local search. An article written by Myles Anderson that there are 9 out of 10 users referring to reviews before contacting a local business.
Truths to be known for SEO Digital Credibility is important. The Three Stages of Credibility:
- Initial Awareness
- Credibility Over Time
Here are some tools to build your credibility
- White Papers & Ebooks
- Case Studies
- Blog Posts
- Social Media
- Third-Party Sites
Read this great article in detail “Online Reviews, Reputation and How To Become Super Credible“
Top 7 reasons why a website would still rank high on Google although it hasn’t been optimized.
- If a website has a high Click-Through Rate (CTA). Google algorithm calculates it as a percentage and reflect the number of clicks you receive from the total number of people searching for specific phrase and your webpage ranks for.
- The age of your domain. The older your website the more search traffic you will generally receive – caveat as long as you continually trying to improve upon it.
- How many relevant & high authoritative (high quality) Backlinks you have. Google is able to look at the web page that are linking to you and analyze the text around the link as well as the text on the page.
- How much Cross-linking you have. It’s important not only to have navigational or breadcrumb perspective, but also from an in-content perspective.
- The quality of your Content. With Google Panda updates Google can do a better analysis of content quality.
- What’s your competition landscape look like? Low competition keyword phrases aren’t updated by Google as often as some of the more competitive terms.
- Too quick of a Growth Rate. Google is smart to know as it has data on a lot of sites within your space. Older website growing at a more ‘natural” pace versus one that seems manufactured.
Neil Patel is the author for the article. For more in depth please visit “Why Do Sites Rank High on Google When They Aren’t Optimized?“
Great article by Jayson DeMere and I completely agree with him on his comments.
- The Knowledge Graph Will Take Over
- Social Results Will Be More Prominent
- Traditional Listings Will Sharply Decline (on will be schema.org)
- Indexed Apps Will Make an Appearance
- More Interactive Elements Will Develop (IoT = Internet of Things)
Read the complete article “5 Ways Google Search Results Will Change By 2016”
This article was written by Brian Dean and it really resonates with me. I have written one in Jan 2014 on ranking factors, however, I put a little bit different spin to it “200+ Signals Influences the PageRank in SERP.” Brian has put a lot of work into his article and it is really worth reading.
“Google’s 200 Ranking Factors: The Complete List”
- Some are proven.
- Some are controversial.
- Others are SEO nerd speculation.
FAQs about the April 21st mobile-friendly update
There are General FAQs here are the questions, for the answers please go to Google Webmastercentral.blogspot.
- Will desktop and/or tablet ranking also be affected by this change?
- Is it a page-level or site-level mobile ranking boost?
- How do I know if Google thinks a page on my site is mobile-friendly?
- Unfortunately, my mobile-friendly pages won’t be ready until after April 21st. How long before they can be considered mobile-friendly in ranking?
- Since the mobile ranking change rolls out on April 21st, if I see no drop in traffic on April 22nd, does that mean that my site’s rankings aren’t impacted?
- I have a great mobile site, but the Mobile-Friendly Test tells me that my pages aren’t mobile-friendly. Why?
- What if I link to a site that’s not mobile-friendly?
- Does Google give a stronger mobile-friendly ranking to pages using Responsive Web Design (which uses the same URL and the same HTML for the desktop and mobile versions) vs. hosting a separate mobile site (like www for desktop and m.example.com for mobile)?
- Will my site / page disappear on mobile search results if it’s not mobile-friendly?Specialized FAQs
- What if my audience is desktop only? Then there’s no reason to have a mobile site, right?
- I have pages showing mobile usability errors because they embed a YouTube video. What can I do?
- Is there a clear standard for sizing tap targets?
- To become mobile-friendly quickly, we’re thinking of creating a very stripped down version of our site (separate mobile pages) until our new responsive site is complete. Do you foresee any problems with this?