On Tuesday, I had the privilege of attending SMX East Search Marketing Bootcamp at the Javits Center in NYC. It was a day packed with SEO/SEM wisdom from some of the top players in the field. The takeaways were plentiful! I filled the better portion of a notebook (Yes, I still write my notes down, rather than type them out), and I was happy to find out it confirmed many of the practices we have put in place here in the Creative department. Here’s what stuck with me from the day:
- Learn the “Lingo”
Chris Churchill of KeyRelevance said, “the best keywords come straight from the customer’s mouth.” Her advice was to listen to your customer and to avoid being overly technical if it is not important to the industry. Most people use basic, generic phrases. A chat with your customer is often better than research in this case.
- Expand to include synonyms
The most important approach to Keyword Research is simpler than any algorithm. It comes down to utilizing synonyms in your content. Not only is Google able to understand the synonyms but also factors them into your site’s SEO ranking. The joke goes that a SEO guru walks into a bar, pub, grill, beer, liquor, bartender, drinks…
- Consider user intent
It is commonly thought that the majority of web activity is for commercial usage. However, statistics show that research is actually driving the most traffic. This completely changes the way that content should be written in most cases. Consider your user’s intent both when working with clients and positioning your own content.
- Keywords are not limited to the web
What is unknown to many is that websites and landing pages are not the only sources of keyword optimization. PDF documents, including white papers and press releases, are just as important. This is also an easy starting point to begin implementing the keywords you are highlighting before moving on to the web copy.
- “About Us” is more important than you think
If you do not have an “About Us” your are missing out, big time. Not only is this the best platform to pitch what your brand is and how you want your audience to view you, but you are failing when Google reviews your site for legitimacy. In the world of SEO/SEM, an “About Us” page is absolutely necessary.
- Make linking conversational
No one wants to read text with everyone other word linked. It makes it look as though you are simply SEO farming and does not read like the high-quality content. Instead, try to link conversational pieces of your content that will draw the reader to want to discover more.
- Develop shareable content
The best way to increase your reach is to develop shareable content that will find its way onto reader’s social media pages, blogs, and websites. This positions you as an authority and will in turn bring people back to your site.