Optimize Everything if You Want To Be Successful at SEO
Pull out your SEO dictionary. Ron Jones, on ClickZ, gives us a highly technical-sounding article on Search Engine Optimization and Digital Asset Optimization in the days of universal search. Boiled down to the basics, he means you need to make sure your stage lights are turned on. When it comes to all your non-text actors, such as video and podcasts, you want to make sure they are visible to the search-engine audience. How can you do this?
Jones offers a hint that he says less than 20 percent of online marketers do: name your files with appropriate keywords and give your videos keyword-rich captions. Another great tip includes searching the keywords you are targeting and seeing what Google (or Bing or Yahoo) show on the SERPS as far as rich media. (By the way, if you want a great illustration of universal search, go to searchengineland.com and scroll to the “Search 3.0” section.)
Read the article at www.clickz.com.
Quality Content: Better In-House?
Sharon Flaherty, on the Econsultancy blog, argues that content is always better when produced by in-house copywriters. In theory, your own copywriters care more about the brand and they have a better understanding of the company. She does point out that it is hard to find as versatile a writer, or as many writers, as you might need for all your business purposes. However, the comments add an interesting level to this discussion. The theme of creativity appeared multiple times in this bottom section of the article. If your own copywriter writes the same thing day-in and day-out, will there be enough innovation to keep up with the market? Will your copy evolve or stagnate if it is kept in-house?
Read the article (and comments!) at econsultancy.com.
Content Merchandising by Targeting Search Terms
Once upon a time, people sat down at their computers and disconnected their phones to slooooowly connect to the Internet. These days, people surf the Internet on their phones anywhere they are. How can you use this shift in the technology world to your advantage? Sherwood Stranieri offers us multiple tips, based on different types of search. The sage tells us to tailor your offerings for keyword types. For example, if your future customers (fingers crossed and pages conversion-optimized) are typing in a product SKU, they know what they want and will probably be compelled to buy with “in stock now” and “sale” signs. Reviews might be more helpful for others. The key is to target which information your customers see based on how they search.
Read the full article at searchengineland.com.