Search Engine Optimization

Some thoughts to consider regarding Search Engine Optimization:

  • Each topic area looking to rank for should have its own separate page of content
  • Title and Meta Description tags: Consider that you want to entice the click from search results – i.e. it’s not just for engine bots
  • Use Schema/Rich Snippet markup – authorship, location, ratings, etc. – including Google+ authorship
  • View organic listing CTR data via Webmaster Tools and optimize/test accordingly (change title, description, etc. for higher CTR)
  • Content creation: Drives search traffic; provides link opportunities; provides social sharing content
    • A blog interface included with a corporate website (same URL), provides an easy way for anyone on staff to produce content that can not only inform, but drive search traffic, and sharing via links and social.
    • Extract interesting findings from existing (or cultivatable) data and use that for a content piece that is supported by social sharing and a press release
    • Create helpful tools for target audience (calculators, etc.)
    • Bring information or data from other sources and group/display/present it in a helpful format
  • Support content distribution by promoting to existing members/contacts/networks and with paid support (paid social media ads/placements, etc.)
  • Utilize social meta tags that enhance content snippet display when shared socially
  • Ensure content is available via mobile (i.e. no redirects to a mobile homepage, etc.)
  • Optimize pages for retention reasons as well — i.e. optimize pages so customers can find them via search engines (log in page, support page about topic x, online manuals, helpful downloads, etc.)
  • If tracking keyword rankings, group similar terms together based on common keyword – and track that grouping (thus including long-tail terms in the reporting and focusing more on categories versus specific wording)
  • If business has a local address, complete and verify accounts with Google My Business, Bing Places for Business, and Apple’s Maps Connect
  • Set up Google alerts for ‘site:yoururl’ to be informed when new pages are indexed