Sb mar11 get2-topofgoogle


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Sb mar11 get2-topofgoogle

  1. 1. Insights Insights Web Design, Development & Internet MarketingGet to the top of GoogleWhat it takes to be the dominant result when customers “Google” youT oday’s business reality is that when the your SEO mix include: need for a product or service arises, ■ Map listings and business profiles the overwhelming first step taken is to ■ Your corporate blogsearch for that keyword phrase via an Inter- ■ Videos, podcasts and slide castsnet search engine (Google, Bing, etc.). ■ Articles, e-books, whitepapers, work- In truth, no one but Google knows how to sheets, checklists and buyers’ guidesalways be the No. 1 result, and no one can ■ Case studies of successful projects or ser-guarantee that placement. However, with vice deliveryproper search engine optimization (SEO), ■ Client testimonials and reference linksyou can dominate your Google results so you ■ Social media and bookmarking channels,show up at the top of the search results page, profiles and engagementsand appear in as many results as possible. ■ Optimized press releases “It is essential to keep up with SEO practic- ■ Reviews on consumer websites andes to ensure your business ranks high and of- group forumsten in search engine results,” says Kevin Hou- When a customer searching for your prod-rigan, the president and CEO of Web design, uct or service sees a search engine resultsWeb development and Internet marketing page that shows not only your main website,agency, Bayshore Solutions. “Otherwise, your but many of the above items pointing to yourbusiness seriously risks online invisibility.” Kevin Hourigan business, they are instantly impressed with Smart Business spoke with Hourigan about President and CEO the credibility, breadth and depth of yourSEO and what it takes to keep your business Bayshore Solutions expertise. They are also more likely to be-on top of online search results. gin their relationship with you through your online content offerings that address theirWhy is SEO different today? search questions. to be your ‘secret sauce’ in the content you The algorithms that Google and other will offer freely online. The hard fact is that How do I get started?search engines use to determine where to most of the information you would hold closerank your business and when to show it to is already available online from your competi- Smart content strategies are often inter-searchers is always evolving. The search en- tors. It is very important to offer content that connected in that the development of onegines’ main goal is to show relevant results to consumers (not necessarily you) deem valu- item can feed or inspire one or many others.a searcher so they can quickly find what they able in exchange for even their contact name A very helpful habit to develop in your opti-are looking for. Years ago, a preponderance of and e-mail address. Consider when, where mized content marketing is to develop a for-keywords appearing on a Web page indicated and why you want to keep such roadblocks mat and distribution matrix. Use this matrixits relevance to the searcher’s intended query. up, and remove them wherever you can. as a framework to evaluate the content itemsAs both searchers and search marketers ad- When you can share as much information as you already have or are considering creatingvanced (and as unscrupulous SEO tacticians possible to help a potential customer reach and ask, ‘With some slight adjustments, whatfound ways to game the algorithms), search their best decision, you win by being the one other formats can this item address?’engines have become much more complex in that has developed that trust and relationship For example: Can your blog posts be ex-the way SEO tactics are weighted, rewarded during their research phase. Also, you stand panded upon to create articles? Could youand/or punished in the results. a very good chance of taking them out of the record and post them as videos or audio pod- The SEO basics of proper keyword use, competitive market by being a click (or less) casts? Could you extend customer satisfac-tagging and site-mapping are now joined by away as they are experiencing your content. tion polls to encourage online reviews? Doachieving the right volume and quality of When packaging your content for distribu- you have a list of frequently asked questionslinks to your website through a multitude of tion in as many relevant online places as pos- about your product or service? How manyonline sources. The power of appropriate link sible, make sure that you are building in links formats could the answers be addressed in?strategy in SEO is a pivotal key to success. back to pages on your website. It is equally How many different distribution channels on-Relying on the SEO tactics of yesterday amid important to embed calls to action for further line could these apply to?the search dynamics of today is a sure path information or inviting a conversation. Make These are focused disciplines that oftento failure. it easy for the recipient to be in control and to draw upon advanced skill sets. For sustained reach out to you. best results, they require dedicated resourcesHow do I get the right links for SEO? either in-house or with an Internet partner. What content should I develop? Content marketing and SEO are two facets of Successful SEO revolves around an ad- the same system that need to be in synch withvanced strategy of content marketing. The The right array of content items is different each other. When done properly, you can dom-more relevant content you can give to search- for each business’s SEO strategy. Some im- inate your search engine results pages, anders, the better chances you have of ranking portant content items to optimize and use in achieve superior lead generation power. <<high and showing up when they’re searchingfor you online. For a snapshot of Bayshore Solutions’ Web marketing methodology, click to: This means re-evaluating what you consider KEVIN HOURIGAN is the president and CEO of Bayshore Solutions. Reach him at (877) 535-4578 or Insights Web Design, Development & Internet Marketing is brought to you by Bayshore Solutions © 2011 Smart Business Network Inc. Reprinted from the March 2011 issue of Smart Business Florida.