There’s no doubt about it – the conversation about organic search has matured in the past few years. The introduction of spam-fighting Pandas and Penguins has both improved Google’s search results, and refocused SEO efforts on content. Obviously, we’re upset 😉
Despite the increased understanding of what drives modern SEO, we continue to see organizations make decisions that limit the inbound impact of campaigns. Here’s a little food for thought as you come out of your quarterly review:
1. Put up yet another micro-site or subdomain.
I’ve been harping on this one for years. Google’s sabbatical-bound Head of Webspam has been recently known to enable the decision to host content external of your primary domain. I’m firmly opposed for three reasons:
- It creates yet another property to manage, splitting resources.
- It creates an island of authority, splitting link profiles.
- Industry leaders have tested the theory that “subdomains are equal in the eyes of the engine”, and found it wanting.
2. Make sure all content reflects keyword targets.
The amount of conversations I continue to have about meta keywords is sometimes staggering. I never thought I’d say this, but I’m sometimes glad that organic keyword data is unavailable in web analytics, as it allows content marketers to avoid excessive focus on keyword-specific rankings and traffic.
Using search volume data as a primary input to content strategy can foster a dangerous assumption: the public knows best. Search volume data should always be tempered by a psychographic understanding at the intersection of brand values and audience interests.
In short, use search volume data to provide context, not to lead your content strategy decisions.
3. Continue to let your PR and Marketing teams live on separate islands.
It’s no secret that newsworthy content gets links. For those organizations that have active PR teams, the intersection of hiring releases, product announcements and major accolades can offer seismic ranking shifts to marketing objectives. The point? Provide training and context to your PR team about how their activities impact SEO wins. And here’s an easy win – look into non-link citations for easy outreach opportunities. The more publishing partners you can help your PR teams bring into the fold, the easier and more effective their tasks will be for influencing SEO wins.
Contact Raidious today, and we’ll help you refocus your SEO efforts on content and improve your Google search results in no time!