Three Ways To Ensure SEO SuccessJanuary 15, 2014
Search engine optimization (SEO) is not an ‘optional’ aspect of web optimization and brand marketing these days. Yet, even high-profile websites can lose top placement in searches—a death sentence for most brands—if they are not careful with their SEO strategies.
The most recent example of this happened to music lyrics site ‘Rap Genius’, when it was sanctioned by Google for using ‘Black Hat’ SEO practices. Black Hat SEO refers to inappropriate methods for artificially enhancing SEO, such as link manipulation and cloaking. As punishment, Google relegated Rap Genius so far down in search results—even for their own name—that no one would ever see them.
To ensure that ‘the wrath of Google’ doesn’t fall upon your business (banishing you to no man’s land in searches), make sure that you are appropriately enhancing your SEO and online presence with the following rules:
1) Focus on Killer Content
As this example shows, you should never try to ‘game the system’ to improve your SEO. Instead, use ‘White Hat’ SEO—accepted, legal practices. The best one is simple: create high-quality content that you know users want to read, then make it accessible to search engines. Brilliant material is your shortest path to strong SEO—and there’s no getting around that with tricks.
2) Use Relevant Keywords
Make sure your SEO keywords are relevant and precise in order to attract the right audience. There’s a huge difference between drawing tons of traffic filled with people who were looking for something else, and attracting interested users that are eager to engage with your brand.
3) Proactively Address Mistakes
The story of Rap Genius is actually a success story, because it provides a road map for reputation management after a mistake. When the sites’ creators admitted their mistakes and removed the offending links, they were restored to the top of relevant search results on Google. The takeaway: when it comes to your company’s online presence and branding, always respond quickly, proactively, and honestly to correct any mistakes or foulplay.
If you create an honest approach that focuses on strategy and content, effective SEO will be a natural result. And for social media marketers and web experts looking for brand loyalty, there’s nothing to fear in that.