An SEO Refresher to Heat Your Web Traffic During a Potentially Post-Pandemic Summer

Have you audited SEO practices around your communication efforts lately? If not, the spring and summer months might be a good time to do so. As such, PRNEWS offers insight from search optimization pros to help.

Most companies conduct SEO audits two to four times a year, according to Business2Community contributor Dave Polykoff. Before hiring an outside firm, consider the firm’s past clients, ask them about its methods, adherence to search engine guidelines, measurement and fee structure.
Post-Pandemic Recap
As Greg Barkley, director of SEO and digital PR at Effective Spend, wrote in these pages, pandemic-era online shopping behaviors likely are here to stay.

So, if your company sells physical products on its website, customers increasingly will expect expedited delivery—such as curbside pickup–as well as Amazon-style product reviews. Search engines will continue to emphasize website usability in page rankings, including e-commerce workflows. Even if you don’t sell physical products on the site, speedy loading and easy navigation are important for SEO.
UTM Tracking
In addition to usability and the old EAT standbys–Expertise, Authority and Trustworthiness–all made more complex in an era of misinformation, communicators may want to take the rest of the spring and summer to examine their link-tracking practices.

In a recent edition of his “Almost Timely” missive, digital marketing expert Christopher S. Penn writes about the continued importance of UTM (Urchin Tracking Module) tracking codes, which Google Analytics uses to measure user behavior at websites.


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