Getting the most of your SEO requires seamless operation of several disciplines in parallel. Namely, coordinated operation between:
- Social marketing to organise appealing content,
- Technology to achieve unrivaled web crawling performance,
- Public relations to provide appropriate links and,
- UX to identify specific signals and metrics of your project.
Utilizing the above in parallel is not news, however it should be appreciated that there is considerable room for improvement and innovative approaches within each discipline.
How can all combine forces to benefit each other?
Judge a book by its… index
Google’s purpose is to provide the users with content that they really care about. As you can imagine billion of pages are indexed by Google every day so Google limits the relevance of pages it indexes and some pages may not make it into the index because Google simply doesn’t deem them worthy enough.
This is where social marketing comes in. Search engines, prioritize content that users love. So if we run a successful social launch about a new product or service, promoting our content on social media pages, Google will find it, index it and rank it. By promoting your content you on social media you can bypass Google’s relevance filter, even when your content is associated with a topic covered by a gazillion other competing outlets, especially when users find it relevant and share it with peers.
The natural link, you want.
Public relations links have acquired a somewhat bad reputation recently with regards to their value. Although there is certainly true in the fact that they have been associated with diminished returns, this is because of bad execution rather than actual utility. When a PR team is well informed, more often than not they can contribute to generating publicity that gets circulated rapidly and widely. And virality is much sought after, so here are some points that would be central in getting this right:
- Make sure every team member is aware of the source of the information that you are providing.
- Find out how competitors are using content both inside and outside the network.
- By looking at previous successful campaigns, identify who shared the content and why it went viral.
Links are the most important signal used in ranking algorithms by search engines and you can move up the rankings by having links from another portal, blog or social account where they linked to your site. These are the right natural, virality-generating links, you want to have.
Think about the users.
User-Experience (UX) and SEO get along with each other in harmony; they simply go hand-in-hand. Optimising SEO for users and for search engines separately is a thing of the past. We are now moving towards evolved search engines that use several signals, including bounce rates and times spend on a site to measure its viability.
Let’s take a moment and think about this natural step in evolution. 50% of the traffic on a website comes from a search engine. If you drive only a handful of users to your website, how is that going to remain unobserved? It offers very little value and your website will be justifiably de-prioritised. Search engines are intelligent enough to understand this on a deeper level and implement this de-prioritisation. One particular aspect of UX (that is really fascinating) is architecture condensing. Forget the leviathan sized pages of the past that contained a thousand links, now all the rage is lean content with clarity and immediate value to the user.