These days, search engine optimization takes more than just stuffing keywords into computer-generated articles. Everything you do on the Internet that is connected with a site can influence its search engine rankings, positively AND negatively. Here are a few things that go into search engine rankings.
Useful, Fresh, and Original Content
No one would argue that it’s easier and cheaper to outsource poorly written content for article marketing purposes. Fortunately, search engines have become advanced enough to prefer content that is fresher and more interesting to read for searchers looking for original articles. They can easily compare an article’s text to other articles on the Internet and discount the value of anything that is spun or rewritten.
Offering good content should already be the goal of marketers, since these are the kinds of articles that get eyeballs on your pages through sharing. It’s also easier to increase conversions if your site comes off as reputable and expert-driven, rather than spam. The added SEO benefit of having something completely unique is just gravy.
Diverse Back Links and Outward Links
Utilizing back links from reputable sites and sharing the wealth with some outgoing links are both SEO-boosters, according to search engines. Finding companion blogs with which you can share guest posts is an easy way to improve each blog’s search engine rankings.
As most marketers know, poor quality back links, including link farms and links from sites with a low PageRank, can negatively impact your SEO results. Police your link sources thoroughly and write to webmasters that blog about you, encouraging them, or discouraging them, as the case may be, from linking directly to your site in the interest of maintaining quality back links.
Search engines are looking a lot closer at LSI keywords, or keywords that are synonymous with the keywords that you’re targeting in an article marketing effort, than they used to. Be sure that all of your article marketing includes one or two LSI keywords with a 1-2% density to make your articles appear more relevant for search engines.
Social Networking Involvement
Statements by Google and Bing have made it clear: social networking sharing, liking, and comments DOES influence the ranking of a given link’s search engine placement. Pages with a high propensity for social sharing are likely interesting, informative, or fun articles, and search engines like to prioritize these pages in the rankings.
Particularly, pages with recent and relevant sharing will get pushed forward to the top of the rankings while they see activity, and, as activity declines, the search engine optimization effect will be reduced.
That’s why it’s important to have a regularly updated social media presence in order to keep different pages of your site ranking highly at any time. Integrating your content with your social media presence using RSS feeds is a no-brainer, but having a staff member publish interesting commentary on articles could be a value-added benefit for your social fans. It doesn’t have to be a new staff member, either: anyone in a position involving engaging with customers or creating content is already prepared to engage with your fans on a social media site.
It’s clear from my experience in search engine optimization that search engines promote these things almost equally. If you focus too heavily on one and ignore the other areas, your site will actually do worse than a site with a lower marketing budget that has better prioritization of their efforts. Focusing on each area above, and improving them in tandem with each other, is the key to holistic search engine optimization.
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