When it comes to search marketing and promoting a website online, if you are trying to do it yourself you will quickly realize how much area there is to cover as a business. You have the social media giants in one corner, the search engines in another corner, and everyone is waiting for your company press releases and article marketing. Honestly, the list can go on and on and at some point you start to try and trim the fat so that you can really focus on what delivers value with the time that you have. What is your idea of value? Is it the same as my idea of value? How do we determine what is valuable as part of an SEO and SEM program and what isn’t?
Here are some SEO and SEM items that should not be ignored, but leveraged as part of our overall program:
No Follow Links
If a no follow link sits on the home page of the New York Times would you not want it? Why is it different from a followed link buried in a directory? No follow links are just as important as followed links. It is important to realize that Google Webmaster Tools still picks up no follow links, which leads me to believe that there is some importance to a no follow link from a search engine optimization stand point. No follow links can still deliver a great deal of relevant inbound traffic to a website, which could indirectly lead to good quality search engine marketing benefits.
Twitter and Facebook Activity
Both Google and Bing have come out and agreed that there is a certain amount of authority that is given to social media users. How that is connected directly to your search engine optimization is still unclear, but I would bet that there is some overlap when it comes to the SEO side of things. The search engines pay close attention to everyone’s activities according to profiles, links, and ownership. They can most likely trace an account over to a specific business or website which could have a rather large trickle-down effect to a website ranking.
When it comes to marketing a website brand it really comes down to how many times you can get in front of your audience. I often times speak to businesses large and small who are sitting on a stock pile of emails from current and past customers and they are doing nothing with them. A consistent email newsletter is one way to always stay on the radar screen of your audience. Newsletters can be filled with whatever your audience wants to read about. Often times, a great way to always have newsletter content is to keep an active blog running in which you can recycle the content into your newsletter.
If your content is compelling the following could occur:
Sharing – The possibility of someone taking your newsletter and forwarding the information to a colleague or a friend is very real. Always include ways that your recipients can share the information through their own community.
Linking – We all know how important it is to build links pointing to your website. The possibility of recipients on your newsletter list writing about the information that you are sharing and linking to it could really occur.
Weekly Blog Post Writing
Weekly blog post writing for a company website has become a second nature step in creating awareness and visibility for any website brand. The amount of leveraging power that comes with a blog is amazing and a blog allows a website or a brand to have a voice in the search space. The blog posts can be used in a variety of locations such as social media and social bookmarking. They can even rank in the search results if written and structured correctly. A consistently updated company blog can keep bringing traffic back to your website over and over as long as you continue to provide great content for your audience to read.
There are a variety of locations online that you should not rule out and these, I believe, are some of the more important areas to focus on. With a little creativity and time management you can find a way to execute each of these properly.