As search engines and the algorithms they use change, so too do search engine optimization (SEO) best practices. My friend and go-to SEO expert, Kathryn McGeehan of MarketWise, recently shared valuable background information and numerous tips and tricks with me.
SEO in 2013 is all about Google simply because Google owns search – and that means we need to play by their rules. Google ranks sites based on:
- the number and quality of links to and from your site
- your site’s authority, aka the quality of your brand
- the quality and relevance of your content
- social metrics
Here are the 4 steps you need to take when building a successful SEO strategy in 2013:
1 – Start with keyword research
You want to use keywords on your site that share 3 characteristics: your audience uses them, they have low competition, and they add value to your site.
2 – Develop a content strategy that is SEO-focused
Revisit your website content and make sure you have content that is specifically focused on your keywords. Also be sure you are using keywords in your page titles and in links within your site.
2 ½ – Blog!
Google loves blogs that are frequently updated with fresh, relevant content, and that attract lots of comments. Google also looks at whether your blog posts get liked and shared on social media.
3 – Put together an inbound link strategy
This is a 3-part process:
- First, create link-worthy content that people will share, including YouTube videos, how-to guides, resource lists, case studies, etc.
- Second, pursue links from a variety of sites that includes a mix of link anchor text (link anchor text is the word or words that are highlighted for a link).
- Third, build links overtime by inviting guest bloggers to your site, writing articles for press in your industry, and registering in valuable industry directories.
4 – Get social
For B2B companies, you need to use Google+ and LinkedIn when it comes to improving SEO. You can also try Twitter, Facebook, and YouTube, depending on your audience and goals.
For B2C companies, use Facebook and Twitter, and try Google+ and YouTube. Again, remember this is for SEO purposes.
Have you successfully employed SEO on your website? How did your search engine rankings change?
Image courtesy of topseopicks.com