Wednesday, October 2, 2013

The Game Changer – How SEO Has Turned Digital Marketing Upside-Down and How It Can Change the Game for Your Business


[Photo Credit: www.newmediacampaigns.com
As marketing and branding ever-increasingly focuses on online techniques, search engine optimization (SEO), has taken its place as king of the digital platform. From businesses run by a handful of people, to the largest, multi-national and global corporations, everyone wants to crack the SEO code. When executed with intention and precision, SEO best practices can change the trajectory of a company’s success in a way that will provide far-reaching benefits and results.

We recently discovered “The Periodic Table of SEO Success Factors,” a chart designed by Search Engine Land, to help marketers and business owners decipher the SEO code and streamline their digital efforts. After studying and analyzing this incredibly helpful chart, our team has highlighted the nine important areas of SEO focus that can take a company’s digital marketing efforts to the next level.

[Photo Credit: Search Engine Land]
First, a company needs to recognize there are two main categories of SEO factors, on-the-page factors and off-the-page-factors. We begin by pinpointing the four most significant on-the-page factors, elements that marketers and businesses can directly affect:

Quality – Is your web copy of the highest caliber? Are company pages well-written? Is your social media communication precise and attention-grabbing?
Research – Do you understand the keywords that searchers may use to locate your company/product/service?

Titles – Have you made sure that your HTML title tags are utilizing your industry’s keywords?

Crawl – Can search engines effectively and easily “crawl” your site? Are there layers to your site that may pose as a blockade for search engines?

After a company has refined these four significant on-the-page-factors, it is time to move to a parallel component of SEO effectiveness and deal with the five most heavily weighted off-the-page factors, or elements influenced by outside sources:

Quality – Are the links on your website and social media from respected and valuable sources?

Authority – Do links, shares and other media contribute to your company’s reputation as a trustworthy source and industry authority?

Country – In what country is a viewer of your digital media located?

Locality – In which city or local area is a viewer of your digital media located?

History – Has a visitor regularly been to your site or digitally favored your media?

Our team is confident that a company’s accessibility and marketing route will experience dynamic change if these SEO fundamentals are executed with care and accuracy. The dominant presence of digital marketing in today’s branding culture demands the consideration of businesses, as we see every industry and sector experiencing the eminent take-over of tech-savvy companies.

Those corporations who have embraced the benefits and connectivity available by means of SEO are continually pushing to create formulas that will funnel greater and greater numbers of consumers through their websites and social media. In response, companies are creating search engines that are even more sensitive and complex. The latest digital search masterpiece to leave marketers reeling is Google’s algorithm, Hummingbird.

[Photo features Amit Singhal, a Google vice president. Photo Credit: NYTimes.com / Stephen Lam/Reuters]
Hummingbird is an algorithm that has been designed to focus on the meaning and intent of a search, rather than the individual terms found within the search. This technology adds a completely new dimension to digital search capabilities and creates a whole new level of significance for SEO. For example, if a user searched “best ways to brand your company,” rather than searching for “best,” “ways,” “brand,” and “company,” Hummingbird would gather web hits that include subject matter about how to begin branding a company, then potentially top companies with the best branding. The algorithm might then discover different ways to brand a company in your industry and present you with photos of branding in similar fields; the list goes on and on.

A development like Hummingbird has the potential to leave companies who are lacking SEO strategy far behind those who understand SEO best practices and embrace this new building block of the marketing mix. However, the Eberly & Collard Public Relations team believes that all businesses and companies are capable of grasping the basics of SEO. Following the nine, top-ranked SEO factors of success, we feel that businesses, no matter the size or resources available to them, can execute effective digital marketing strategy. When this is done well, SEO can truly be a game-changer for your business.

To learn more about Search Engine Land’s ‘The Periodic Table of SEO Success Factors’ chart, click this link: http://ow.ly/pqwgZ 

To read more on Google’s new Hummingbird algorithm, check out this Forbes article: http://ow.ly/pq9UA.

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