Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Next Frontier in SEO and SMO: the Top Marketing Strategy for Success in 2013
Posted on January 3rd 2013
Yearly, online marketers vow to improve something on their SEO and SMO strategies. It’s sort of a marketing New Year’s resolution – whether it’s to create better quality content or develop more engaging social media campaigns.
Definitely, online marketers all over the world like you are starting to draft their New Year’s resolutions for 2013. However, if you were to choose just one resolution, it should arguably be this, which has also been the buzzword in the online marketing sphere for quite some time: diversify.
The dynamic nature of internet marketing requires calls for companies to broaden their approach in order to be successful. The need for variety is all encompassing and permeates every nook and cranny of SEO and SMO – from using anchor texts to how you execute marketing as a whole.
Achieving an Organic Anchor Text Profile
It’s no secret. Google absolutely hates spamming and one proof of this is when it rolled out Penguin. Recently, SEO experts have discovered that over optimizing a site for certain anchor texts are actually penalized by the search engine giant and can cause a detrimental effect in terms of rankings.
What Google wants is simple – for sites to be organic and natural in terms of the anchor texts that they use. This is Google’s response to the public outcry that many of the sites that were previously enjoying high rankings did not provide the information they were looking for and were just performing well in SERPs because of over optimized inbound anchor texts.
Of course, you should still use your SEO targeted keywords as anchor texts, but do it in moderation. Also, use anchor texts in the context of good content and not just for ranking’s sake.
Broaden Your Link Horizon
Closely related to anchor text diversity is expanding your link profile. Link building has been, and arguably still is, the preeminent tactic in search engine optimization (SEO).
The most common mistake most search engine marketers commit when building links is falling in love with a single approach and overdoing it. It’s like your favorite pair of shoes – you’ll use it until the soles are as thin as paper. Just because you read somewhere that guest blogging is the “in thing,” it does not mean that you have to contact hundreds of blog administrators and submit the same piece over and over. What happens if guest blogging suddenly becomes passé? All your links will go down with it and your rankings will go down the drain.
Google is Not the Be-all and End-all of SEO
While a huge of percentage of search engine users use Google, it’s not the sole source of internet traffic. And here’s another fact: Google is also looking at what’s happening outside and readjust how it ranks site based on current trends in internet use. When social gained popularity, it created Google+. When video searches became popular, it bought YouTube.
Impressing Google can form a huge chunk of your internet marketing strategy, but don’t obsess on it. Look at other search engines, other channels and social platforms. The more holistic you are, the more successful you can be.
Having a Panoramic Marketing Vista
Overall, the first step to achieving diversity is having the penchant for variety and a broader perspective on how you view internet marketing as a discipline. It’s about being thirsty for innovation and trying out fresh ideas with calculated risk. Look at the discipline with a fresh set of eyes and renewed enthusiasm. This way, you will be able to identify new opportunities and avoid getting stuck with antiquated “trade secrets” and outdated “best practices.”