the inbound-i blog: Inbound Marketing Information, Ideas & Intelligence

SEO Tips for 2014: Look Way Beyond Keyword Optimization

Posted by Ellie Becker on Sun, Jan 19, 2014 @ 12:01 PM

As we launch into 2014, the biggest opportunity we still see for companies seeking to build their businesses through inbound marketing is optimizing their websites and content assets. Why do we think this?

Every new client engagement we begin includes a competitive analysis. I have yet to compare how a client's competitors are optimizing their sites without discovering that my client has the potential to leapfrog the competition -- large and small -- by better optimizing their sites to improve their search engine rankings.SEO Tips for 2014

SEO according to best practices is still critical to attracting qualified Web traffic. However, what's changed in the past year is how you must go about doing that. Although search and SEO practices have been evolving continuously, prior to 2013 we still focused primarily on keyword research to determine what search terms were generating search volume, i.e. people actually searching for those terms, and which we had a chance to rank for.

We made sure that our chosen search term for a given page or piece of content appeared in certain places on the page and in the page source code in accordance with Google's stated preferences of the moment. That's about all it took to start ranking for a variety of search terms.

No longer is that true. In 2013, Google made a number of changes to both its search algorithms and its overall strategy. The end goal is its march towards contextual search, where the search engine better understands the user's needs and delivers ever more meaningful results.

I recently read an article from The Financial Post that gives a terrific wrap-up of the most significant of Google's changes. It's reprinted with permission at the end of this blog post. Please read it if you want a good understanding of the topic.

Here's the big take-away: SEO is no longer a stand-alone keyword and coding operation.

Search rankings now depend on:

  • A strong focus on content, i.e. creating content that is truly useful to your audience/s. It helps if your content is diverse -- blog posts, whitepapers, ebooks, related images with alt text, video (Google owns YouTube, remember), webinars.
  • Having social proof of your credibility as a thought leader and content creator, i.e. followers on social media, 'Likes' and '+1s' on your content

Although what a prospect types into a search field is still at the heart of online connection, today companies must move way beyond a keyword mentality. I believe that 2014 is the year that inbound marketing will come into its own. It's the year when companies are beginning to wake up from their tactical approach -- put up a Facebook page, write a blog targeted to who knows who, call in an SEO expert to 'solve their problems'.

Google -- rightfully so, in my evolving opinion -- is making changes that will force us to become more strategic and successful online marketers.

By the way, for those of us who suffer from a lack of time to focus on our content creation duties, the Financial Post article reprinted here is an example of a new tool for content creators. A client of mine iCopyright.com has launched a new service called repubHub where you can get free, fully licensed content to embed on your website like you would embed a YouTube video. Check it out for yourself at www.repubhub.com

Sharing this article is a way to provide you with great additional information, as part of this brief piece of original content that explains my take on the evolution of SEO. And you don't have to leave my blog to read it. It's a tool that I intend to use for myself and my clients to provide more content.

I would love to hear about your SEO and content strategies for 2014 in the comments. Of course, feel free to ask your questions, too.

Enjoy the article. BTW...It's ad supported. The ads being served are supposed to be relevant to the content, so please let me know if any ads are served that you find distracting or offensive and I'll feed the info back to my client. If you scroll down, you'll see that you also have the option to reprint the article on your own website.

Five biggest changes in search and digital marketing for entrepreneurs in 2013

Topics: Inbound Marketing, SEO, Content Marketing

The Shortcut to Online Marketing Success: Take the Long Way Around

Posted by Ellie Becker on Thu, Dec 20, 2012 @ 18:12 PM

Online Marketing Strategy vs Tactics

As the world of marketing changes around us, it can be tempting to just take action: put up a new website, dip our toes in the waters of blogging, try out the latest social platform. In fact, that's what many companies I've consulted with have done.

The result was that they were not getting anywhere near the benefits that connecting with potential customers online can bring. Why? Because they took what they believed to be shortcuts without mapping out a destination.

Lately, I've been called in by more companies that recognize they're going in circles online. They want to understand how to chart a better course. What they're learning is that going back and adding some fundamental, strategic steps to their marketing journey is the key to planning far more successful tactical efforts.

Here are five steps that may seem like the long way around to boosting your online marketing. But guaranteed, if you stop and take them, you'll get to your objectives much faster than if you ignore them.

1. Create Buyer Personae: It's surprising how many businesses haven't analyzed their best customers to identify the qualities and motivations they share. Who among us wouldn't want to attract more of our most enjoyable and profitable customers? The process of understanding our best customers' buyer personae can be very enjoyable. Give each buyer persona a name. Then, when you're creating content, choosing social media platforms or making other marketing decisions you can do so with your buyer personae in mind. Will this messaging appeal to them? You'll be able to answer 'yes' or 'no'.

2. Analyze the Competition: Online marketing is relatively new and it's highly likely that your competitors aren't any farther ahead than you are. We're all very visible online and marketing moves that used to be private are now knowable. But most companies are unaware to what extent. Knowing the quality of your competitors' online marketing before they know yours will reveal incredible opportunities for you to leapfrog them. If you find they're ahead of you, you'll have a roadmap for improving your marketing for the competitive environment. You will also see where your products and services stand apart so that you can better position them in the competitive field. Go to www.marketinggrader.com. Grade your own company first. Just type in your website url and your email address to get a detailed assessment of your online marketing. Then repeat for each competitor. You'll be amazed at what you'll learn.

3. Identify Key Messages: Now that you know who you're speaking to, and what will attract them to your products and services compared to your competitors', write a list of messages that will appeal to them. Having a key message list will keep your communications on track and consistent.

4. Perform Keyword Research: Keywords are the words that your buyer personae use to find products and services like yours. They are often not industry buzzwords. You need to know these search terms so that you can optimize your website and content for them. They create a path to your website or blog when search engines are seeking relevant responses to queries from your buyer personae. Google has a free keyword research tool. Or perform a few Google searches on terms related to your business and at the bottom of the first results page, Google will offer a list of 'related searches'.

5. Optimize Your Website and Content: Once you have a list of the keywords actually used to search for your products or services, you can optimize your web pages and blog posts to let search engines know that your pages are relevant to their interests. You can read a series of posts, beginning here, that address various aspects of search engine optimization, SEO.

Once you've taken these five steps, you'll have a compass in place for your marketing and your best customer prospects will have a short-cut to your website and online content.

What online marketing strategies have worked for your company?

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The image is from the Flickr photo stream of Patrick Hoelsy under Creative Commons license,

Topics: Online Marketing, SEO, Online Marketing Strategy, Keyword Research, Buyer Personae

Future of SEO: Three Areas of Impact

Posted by Ellie Becker on Wed, Jun 27, 2012 @ 12:06 PM

Future of SEO is NowBecause of changes to Google's approach to search, some are beginning to question the future role of SEO in inbound marketing. Google is beginning to link search results it delivers to the social media behavior and browsing history of the searcher. This is one result of Google's foray into social media with Google+.

In the future, which in a limited way is now, what comes up on page one of search results will be different for you than it is for me. This puts the notion of high search engine rankings into question. Why bother with SEO if we no longer care about page one? But we should care. It just requires a shift in how we get there. Here are the three key areas that will be important to successful SEO in the future.

1. Keyword Research - What continues to be critical about the activities involved in SEO is keyword research - regardless of how search engines decide to parcel out results. The reason? Key word research gives us true insight to our buyer personae - our key audiences.

It's critical to success that we understand the words our prospects use to search for products and services like ours. I can bet you that the words they use are a far cry from the words we use in our carefully constructed website copy.

2. Social Media Context -- Where we need to shift is to become much more aware of where our prospects are engaged in social media. In addition to knowing where they spend time and effort engaging online, we must also become more engaged ourselves. Our associations with key audiences, our interconnectedness with their communities will influence our being presented to them on page one query results.

3. Great Content -- I agree with some online marketing experts that the most important inbound marketing component will continue to be creating great content. Keyword research helps assure that the content will appeal to the intended audience and will include language that resonates with them. Social networks assure effective targeting and delivery of our messages.

But ultimately, it’s our level of creativity, professional knowledge and awareness of our audiences’ needs that will contribute to producing content that moves to the top of search results. Such content will not only attract search engines, but will move people to action by showcasing our capabilities to provide the products and services being sought.

 

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The image is from the flickr photostream of Aurelian S  under Creative Commons license.

Topics: E.R. Becker Company, SEO, Social Media, Google+, Keyword Research, Google+, Content

How to Think Like an Inbound Marketing Consultant

Posted by Ellie Becker on Sun, May 13, 2012 @ 10:05 AM

Inbound Marketing Consultant Ellie BeckerWhen companies come to us for advice, "put up a Facebook business page" is not the first thing we tell them. In fact, we may not recommend a Facebook presence at all. As an inbound marketing consultant, I'd like to share with you what we do consider and why the inbound approach has so many benefits for our clients.

  1. What are your objectives for the business? What revenue growth do you want/need to achieve in what timeframe? What's the longterm value of a customer? How many new customers do you need to reach revenue goals? How many existing clients do you need to retain and what will keep them happy and loyal? It's surprising how many companies can't answer these questions. Strategic planning comes before marketing
  2. Who is your customer? How can we find them online (where they're already looking for products and services like yours) and keep them happy if we can't define them? We work with our clients to boil down their understanding of their customers into Buyer Personae. This helps us speak the right language and deliver the right information and messages in marketing.
  3. How much of your revenue growth do you hope to achieve from leads from online sources?
  4. Once we have the information from points 1. 2. and 3., we can determine how much traffic we have to drive to your website, what percentage of that traffic we have to convert to leads and how many leads have to convert to customers to reach your business goals.
  5. Now we can put together a plan to get you there. Here's where we start considering which tactics and tools are mission critical. Does your website need an update or a do-over to take advantage of today's online opportunities? How are we going to get you found by search engines and your important audiences? We determine what keywords they're using to find companies like yours and optimize your web site for those search terms. Since consistent blogging is critical to driving traffic, who will blog for you? We'll help you connect with your brand personae on the social media platforms where they gather. We'll create a plan to convert leads through calls to actions, landing page and content marketing and then nurture them with more content and email campaigns.
  6. We measure it all. This is the most important thing about inbound marketing. It can be measured! We'll know what's working best and what needs re-thinking. We can adjust on the fly to make the most of client and agency resources. Closed loop analytics let us measure business closed online against budgets and objectives to determine inbound marketing ROI.

An inbound marketing consultant has his or her eye on outcomes that contribute to business growth. If that's the number of 'likes' on Facebook, terrific. But that may not be true for your business. Inbound Marketing is powerful and it is the path to successful marketing in an age when people shop and buy online. How are you using - or could you use - the inbound process to take advantage of the web for your company.

 

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Topics: Inbound Marketing, SEO, Online Marketing Strategy, Inbound Marketing Consultant

How to Improve SEO: Blog Your Keywords

Posted by Ellie Becker on Sun, May 06, 2012 @ 12:05 PM

My last post was described as the final in a 'How to Improve SEO' series. Not quite so, as the title of this post will attest. I began writing these posts primarily because I'm working with so many clients lately to add optimization to their sites, fix sites with poorly selected search terms and to improve usability. There's so much misinformation or downright lack of information about SEO that I felt it was high time to address it in the blog. How to Improve SEO

There was another reason for the series tied to my own marketing. Although I do alot of SEO work and have been quite successful in getting my clients ranking on page one for important keywords, in my own search engine rankings, I was absolutely nowhere to be found for search terms related to SEO.

Every piece of content we add to our sites is an opportunity to optimize and rank for another keyword. I use my own marketing as lab and role model for what I teach my clients so I decided it would be a good experiment to go from 'off the radar screen' to high ranking for the term 'How to Improve SEO'.

My research showed that the term in "phrase match" gets 440 searches monthly in the U.S. Anyone looking to improve SEO is an excellent prospect for me and I don't need more than a handful of new clients to reach my revenue objectives - so it was a good choice for my business. (Business strategy and objectives is always the place to start in making marketing decisions.)

I began the series of blog posts optimized for 'How to Improve SEO' on March 12th. After publishing them, I publicized them with a link on social media - Facebook, Twitter, LinkedIn (including about 15 LinkedIn Groups) and - most important - Google+. I believe that Google+ is a lynchpin in successful SEO strategies because when I publicize on G+ my posts are indexed by Google within 48 hours. I know this because I maintain a Google Alert on my website url. When I get an alert about a new post, it means that it's been indexed.

On the morning of May 3rd, I checked my ranking for 'How to Improve SEO' for the first time since starting the series and - I had position 64! This put me on about page 5 or 6. Later that morning, I received a Google Alert on the latest post published a couple of days before. When I checked my ranking again later that evening I found that I'd moved up to position 26!! About page 2 or 3.

By the way - I find my rankings right in my HubSpot software along with all other manner of measurement and analytics. The chart shown above from my HubSpot  Keywords tool shows you exactly when my ranking for ‘How to Improve SEO’ started to shoot up – a fast 5 weeks after the first post of the series.

The results of this experiment led me to share the story as a personal case study in this additional post while, at the same time, taking the opportunity to move to Page 1 by blogging once more on the search term. I'll let you know what happens. This inbound marketing stuff really works, dear readers. Why wouldn't you want to do something that's proven to work?

While you're here, learn 20 more reasons why you should use Inbound Marketing.

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Topics: HubSpot Tips, Inbound Marketing, Inbound Marketing Strategy, E.R. Becker Company, SEO, Google+

Improve SEO by Improving Website Usability

Posted by Ellie Becker on Sun, Apr 29, 2012 @ 19:04 PM

This is the last in the current SEO series on the inbound-i blog - about usability. And I want to leave you with one thought.

Please, please stop focusing on your home page.  If you really want to have an SEO strategy, then you have to look at every page, every blog post, every piece of content you post on your website as an opportunity to come up on page one of Google search results for a different search term.

As long as you’re stuck on creating the perfect home page, you’re delaying putting focus where it should be: attracting diverse visitors to your website via whichever access point is most relevant to them. For many or most prospects, it will not be your home page.SEO- Help visitors find results

The home page by definition is a hodge-podge. Yes. Go for some broader, harder to rank for search terms for your home page. You’d might as well. Most people who reach your home page already know you and have plugged your url into a search field. If they land there by chance or mistake, they won’t find what they’re looking for and will bounce off.

But to really generate leads – attracting those who don’t know you yet, but are searching for services/products like yours -- build content for specific offerings and optimize those content pages to attract more targeted search.

When someone hits your home page, they will likely see a diversity of messages and offerings. Try to make one visible block of content a validation that the visitor is in the right place to find info in your field. Let them know that generally they’re in the right place. And let search engines know, too, using meta data and other signals that we’ve discussed in earlier posts.

Across the board, make navigation consistent throughout your website so that visitors don’t have to relearn it on every page. We’re working on a site now where certain important information – how about the blog – is only accessible from the home page. We’re optimizing the site so that visitors who can benefit from info on the blog will enter from multiple places on the site. So we’re putting the blog in the main navigation bar.

In explaining why website navigation must be consistent throughout the site, my esteemed colleague Bernadette Nelson at Studio-B Visual Communication (www.studiob-ct.com) always tells clients, “What would happen if every time you got into your car, the controls were in a different spot?” The same holds true for how visitors navigate around your website. Don’t make them learn something new on every page, or they’ll go somewhere else.

Here’s the key takeaways on usability from SEOMoz, a highly authoritative voice on the subject:

The search engines are in a constant quest to improve their results by providing the "best" possible results. While "best" is subjective, the engines have a very good idea of the kinds of pages and sites that satisfy their searchers. Generally, these sites have several traits in common:

  • Easy to use, navigate, and understand
  • Provide direct, actionable information relevant to the query
  • Professionally designed and accessible to modern browsers
  • Deliver high quality, legitimate, credible content

 Help people buy and you’ll get found by search engines!!

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The Home Page Hodge Podge image is from the Flickr photostream of DanielaMeleo under Creative Commons license.

Topics: Inbound Marketing Strategy, E.R. Becker Company, SEO, SEOMoz

How to Improve SEO: Create a Link-Building Strategy

Posted by Ellie Becker on Sun, Apr 15, 2012 @ 13:04 PM

Over the last several posts we’ve been looking at search engine optimization. When most people – even so-called experts – think SEO, they think about on-page SEO, the keywords and search terms that are visible to visitors and/or search engines. A much-overlooked aspect of SEO is link building: that is, encouraging other websites to link to our content.Anchor text links improve SEO

Why is link building important? And how do we build links to our site? First, the ‘why’.

When someone types a query into a Google, Yahoo!, Bing or YouTube search field, the #1 objective is to return the most relevant and credible results. On-page SEO speaks to the relevance. If your copy and meta data contain the words the seeker is looking for, ostensibly your content is relevant to that search.

However, is the information you’re providing factual and based on expertise? Is it credible? That’s where links come in. when another site links back to your site, it conveys to search engines that the site finds your content of value.

Not all sites that link to yours are of equal value. The more traffic and authority a site has, the more valuable a backlink from them is to your search engine rankings. So work to get important sites with trusted domains to link to yours.

Now for the ‘How’.

In general, we – and other SEO specialists – do not recommend paying for links. In particular, don’t fall for pay-for-play schemes that promise high rankings in exchange for a paid backlink. A link from some of these sites can actually demote your site in rankings. Google doesn’t like scams and is expert at ferreting out bogus, low-quality sites and content. (Note: The link above is a backlink to seomoz.org. Also see the discussion on anchor text at the end of the post.)

There may be legitimate industry directories with far higher traffic than your site that you can list in for free or for a fee. But don’t rely on directory listings for link clout.

The best way to build link authority is to create great content and publicize it to your online communities through social media. If your content is topic-specific to their interests, they’ll link to it.

As in all web-based marketing, building relationships is the key concept in link building. Social media offers access to influential people – including bloggers - in your industry. Engage these influencers in conversation on Twitter, Facebook, LinkedIn and Google+, adding to the conversations they and their other followers are having.

As they get to know you and value your contributions, they’ll feel comfortable linking back to your site. Commenting on their blog posts can be an excellent way to become a known quantity. If it’s truly relevant and adds to the conversation to put a link to your content in a comment do so, but be judicious. Self-serving actions don’t help in social media. In addition, links in comments of most important blogs are set to have the ‘no follow’ attribute, which means they carry no value from an SEO viewpoint. 

Ideally, relationships with online influencers can lead to online opportunities like guest blogger gigs and offers to participate in webinars and other forums. These all add to your credibility.

Remember that links show search engines the relationships among pages of content. When you link to other blogs or to other pages within your own site, instead of creating a link from words like ‘click here’, use a keyword or search term as what is called the ‘anchor text’ for your link. The link earlier in this post is an anchor text link. Here’s an example of an anchor text link tied to one of the keywords this post is optimized for - 'improve seo': In case you missed the first post in this SEO series, learn why you should improve SEO for competitive advantage.

Next time we’ll talk about how usability figures into the SEO picture.

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The image of anchor links is from the Flickr photostream of chefranden umder Creative Commons license.

Topics: SEO, Content Strategy

SEO Tips: It’s Easy to be on Google Page 1 With Zero Competition

Posted by Ellie Becker on Sat, Mar 31, 2012 @ 10:03 AM

This post diverts from the announced progression of my SEO series to lay out a cautionary tale about search and what to look for when you’re hiring SEO help. File it under ‘SEO Tips.’Zero Competition Gets You on Google Page 1

A friend and business colleague of mine called to ask for some advice. She’s starting a new venture on a shoestring budget and looking to put up a cost-effective website. Members of her circle were touting an outfit that creates inexpensive templated websites that look ‘pretty good’ but are ‘great for SEO’. Users, she said, were coming up on page one. She asked me to check them out.

When I reviewed this company’s client portfolio, I found that the age-old adage, “You get what you pay for,” still holds true. The template designs looked out-of-date and did not appear to provide the ability for customers to manage the sites after the fact, but required a maintenance package. Not where things are going these days.

What disturbed me more was the search engine optimization -- SEO -- claim. When I checked out the title tags for these sites, it did appear that someone was paying attention to SEO. Type the search terms into a Google search field and – bingo! The companies came up on Page 1 of search results for those terms.

That’s as far as most people go. They get all excited about seeing themselves on Page 1 of Google search. But here’s the kicker and an important SEO Tip: Run the term through the Google keyword tool and see if it actually gets any search. When I ran the Page 1 search terms this company optimized pages for through the tool, invariably they received no search.

It’s easy to be on Page 1 when there’s zero competition for a search term. But what does it get you in new traffic and potential leads – the objective of SEO? Zero.

 

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Image is from the Flickr photostream of Tim Green aka atouch under Creative Commons license.

Topics: SEO, Lead Generation, Online Marketing Strategy

How To Research Keywords: A High Return Online Marketing Activity

Posted by Ellie Becker on Thu, Mar 22, 2012 @ 20:03 PM

This is the second in our SEO series. Optimizing your website is probably the top way to leapfrog your competition today in my opinion.Choose Longtail Search Terms for SEO

The basic building block of SEO – and all online marketing -- is the keyword or search term. There are free research tools to learn how your prospects are actually searching for your products/services. The words they use may never occur to you. But you can discover them and use them to drive traffic to your website from these active searchers.

Here’s how important keyword research is according to SEOMoz – one of the top authorities on search engine optimization – excerpted from its “The Beginner’s Guide to SEO”:

“Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Through the detective work of puzzling out your market's keyword demand, you not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. The usefulness of this intelligence cannot be overstated. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of consumers in virtually every niche - not taking advantage is practically criminal.”

Here’s how to start researching keywords. Click on this link to Google’s free keyword tool. It was developed to help companies target Adwords in Pay Per Click (PPC) campaigns. It’s also very useful in organic (unpaid) search.

Here’s what to do. In the search field type in keywords and search terms that you believe are important in your industry. In the left column of the tool, you’ll see an option called Match Type. Select the option that says Exact Match.  This will return you suggestions related to the exact broad term you typed in.

The suggestions provided are based on actual searches that have happened over the past month. Refer to the column marked ‘Local’ which is the searches performed in your country. The Global search column is for searches worldwide.

The second column from the left tells you the difficulty – or competition -- of ranking for the search term. The lower the number, the easier to rank for it on Page one of search results.

The suggested search terms are considered “longtail” search terms. For example, a recent search for the exact broad search term Social Media Marketing revealed 22,200 local monthly searches and competition of .92.

The longtail search term “using social media for marketing” only had 480 local searches but had a competition of only .62. Plus, those 480 people are more likely to be interested in finding help using social media for marketing rather than those who may be seeking broader information. That would be an interesting longtail search term for me.

You’ll make similar search term decisions for yur own industry. Keyword research is not an exact science and it’s a bit of an art. As you’ll discover, there are thousands of ways that prospects may search for your products or services. It’s humbling, actually, and important motivation for dropping jargon from our marketing language.

The best advice I can offer is to explore, experiment and analyze. HubSpot has keyword tools and analytics built in, including your ranking for specific keywords. There are other tools out there like Keyword Spy, which also gives you competitive intelligence.

Optimizing your web pages and content based on keyword research will pay off in more traffic to your site from targeted prospects.

 

As you consider your keyword strategy learn more about another key element of ranking for search terms - Social Media. Download your free White Paper.

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The Longtail image is from the Flickr photostream of Mister-E chris Eason under Creative Commons license.

Topics: Inbound Marketing Strategy, SEO, Keyword Spy, Keyword Research, HubSpot, SEOMoz

Inbound Marketing Advice: Improve SEO for Competitive Advantage

Posted by Ellie Becker on Mon, Mar 12, 2012 @ 18:03 PM

Lately we’ve taken on some client engagements that underscore an important fact: If you want to use your online presence to improve your competitive advantage, then improve SEO! In my opinion, developing a search engine optimization (SEO) strategy is one of the easiest ways today to leapfrog your competitors. Improve SEO for Competitive Advantage

In each of these client projects we’ve found that they have:

  • Spent considerable time and budget on their branding and on their websites.
  • Created the compelling products or services needed to compete well and are – or can be – industry leaders.
  • Not optimized their web pages for search engines.

The bad news? Their websites are not coming up in search engine results pages (SERPs) for many of their important keywords.

The good news? Neither are their competitors’ sites!!

There are a number of elements to successfully ranking high in search results. The first place to start is right on your website with on-page SEO. We’ll discuss other elements of successful SEO in later blog posts.

When we work with clients to improve their SEO, we look at competitors’ sites to learn what keywords they may be using and how well they rank in search engine results for important industry search terms. We have seen time and again that within entire industry top tiers, few, if any, are optimizing. Or they’re not up to speed on the latest best practices.

Here’s a quick test to see if you have an opportunity to leapfrog your main competitor using SEO.

Open up your website to the home page and look at your title bar. That’s the bar all the way at the top of your web browser. If it says: Your Company Name – Home, you have SEO work to do.

Now open your top competitor’s home page and see what’s at the top. If it has Their Company Name – Home, or just Home in the title bar, you have a huge opportunity to leapfrog this competitor in search results. If the competitor’s title bar begins with an industry key word or two, maybe their town or state next, and their company name last, you’ll have to implement SEO to catch up before you can play leapfrog.

Even if you’ve optimized your site in the past, the rules keep changing as search engines improve their search processes – called algorithms – to improve results for users. So spiffing up your SEO is an ongoing inbound marketing activity.

In future posts we’ll explore other elements of SEO including:

  • Keyword Research
  • Link Building
  • Usability, Visitor Experience and Content

 

In the meantime, to learn more about Inbound Marketing, including why you should consider a Content Management System like HubSpot, download your free fact sheet:

20 Reasons You Should Take Control of Your Website Using HubSpot.

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The image is from the Flickr photostream of Danard Vincente under Creative Commons license.

 

Topics: Inbound Marketing, E.R. Becker Company, SEO, the inbound-i blog, Online Marketing Strategy, Google+

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