SEO Simplified

Organic search or SEO (Search Engine Optimization) can really be made uncomplicated – simple – if it's understood what it's really there for. Often performance driven agencies over-complicate things for clients trying to make it into a science. Of course it is science, but it can be simple.

Well, first things first. Get your content right on your owned media. Your content needs to be compelling, intersting and totally relevant to the what the target audience is looking for. The more relevant the content is, and the more the content, the more search engines will be able to deliver. And not only do you need to get the right content on your websites, microsites, portals, blogs, whatever, you need to keep at it. Getting it right and forgetting it is useless. Regularity of updating your information is key.

"If you build it they will come" doesn't quite wotk when it comes to search marketing. Unless you tell them about what you've built, it all remains a hidden gem. So, you do need to support it by telling the world. You can used Paid media to kick off your "tell the world" campaign, but there are so many channels available to us today. Your twitter and facebook feeds, your updates on Foursquare, your connections on LinkedIn. And then of course, get your friends and colleagues, and staff and their friends to tweet and facebook about your web presence whenever possible. Let them tell the world.

In SEO, an interesting, relevant Title Tag is crucial. This is what appears when someone finds your brand/page/blog on a Search Engine page (it's called an SERP or a Search Engine Results Page). This is what people first see when they google you. It is the link they will click on– or not, so get this spot on. This is your copy headline. This is what all good ads are made of – the magic key.

Along with the Title Tag, the meta description tag is also important. This is the brief description (usually one or two lines at most) that appears on the Search Engine result page just below the title tag. You could write this like a sub-headline or even a call to action. While a meta tag has no real SEO page position benefit, a compelling read often will add to your chances of getting clicked through.

SEO, after that is really about the right keywords throughout your site. Make sure that all the right words that describe what you are selling on the site are covered. What will a consumer type in to google when looking for your product or a competitor's? What are related words? What are the right phrases, what are things that could be used as keywords that aren't directly related but could be used as triggers? At the end of the day, if you've ben able to weave these in, you've made a good start. It's not really that simple, but it does not need to be complicated either. That's a start...


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