The SEO prize for any brand is to be found at the top of a Google search. It lets people know that your brand is the go-to source for what they need and it provides exposure that cannot be gained without paying for it.
Getting to the top of a search rank can be a hard climb. Google regularly updates its algorithms to enhance its users’ experience and to prevent brands and online entities from gaming the system to push their sites higher in searches. These changes are often discovered after they are already in place, but there are things brands can do to optimize website content without risking future Panda, Penguin or any other animal algorithmic changes.
Mike Samec, director of digital strategy at Gibbs & Soell Business Communications and featured speaker at PR News’ upcoming Google Boot Camp on July 15, shared some tips on achieving better search results for your brand.
- Create meaningful content for your audience. Create unique, useful and interesting content for your target audience. Follow usability best practices to ensure a positive visitor experience. Unique content will naturally attract links that will help your rankings in the manner Google originally intended.
- Provide unique meta data. Ensure every page has a unique TITLE tag and META Description tag. Remember, these two tags appear in search results. Compelling tags will attract clicks regardless of position.
- Be social. Social sharing, from blogs to Facebook, YouTube and Twitter all help brands connect with their audience and can lead visitors back to the website.
- Share. Don’t be afraid to link out from your site to a third party site if the content is valuable and useful to your audience. Links out are as much a part of a normal organic link profile as links in to your site.
- BONUS TIP: Keep it fresh. Outdated, inaccurate content is of no use to anyone. Re-evaluate your content periodically and update or remove content that is no longer valid.
To learn more about SEO and other important topics, join PR News for the Google Boot Camp, taking place on July 15 in New York City.
Follow Mike Samec: @msamec
Follow Richard Brownell: @RickBrownell