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August 8, 2014

SEO’s Two Most Important Tactics

It used to be a fairly accurate statement to say that SEO was a finite task. You executed some keywords, meta-data, and a few tricks of the trade, and then focused on your site’s products and services. Rankings fluctuated, but usually not erratically. New tricks came along from time to time, but SEO wasn’t an all-consuming marketing game.

The harsh reality is, those days are over. You can’t fool your way into top search engine rankings by employing a few tried and true tricks. The game has massively changed, thanks to Google’s ever-evolving algorithms. Nowadays, SEO, content marketing, and social media are intrinsically linked. And each of these focuses is an on-going mission.

SEO involves methodical big picture thinking, intense content strategizing, and a keen eye for metrics analysis. Based upon your results, you then enhance or tweak different key marketing facets to improve your rankings. It’s truly an infinite art form.

Now that you’ve accepted the reality of SEO and the crucial planning and effort it requires, let’s talk about how to get ahead. The good news is there are plenty of aspects of this practice that don’t require constant supervision. Below I’ll analyze today’s two most important SEO tactics, with an eye towards efficiency and resource management.

Your #1 Focus: Viral Content

With every passing day and marketing fad, content strengthens its stronghold as the most important factor in your SEO strategy. Chances are you’re sick of hearing how critical great content is. In order to prove this notion, I’ll share with you some current stats, just in case the urgency to continuously create relevant and stellar content hasn’t yet impacted you.

  • InboundWriter reports that companies with a current and active blog have a 63 percent increase in viable leads.
  • They also report that blogs provide 424 percent more indexed pages and 97 percent more indexed links than non-blogging sites – proof that content is aces at getting search engines to take notice.
  • A staggering 90 percent of consumers report that content is a useful tool in helping them with purchasing decisions.
  • Today, more than 91 percent of B2B and 86% of B2C companies use a content-driven strategy.
  • The Custom Content Council states that people are volumes more likely to make a purchase on an ecommerce site that has custom content related to the products.
  • 55 percent of marketers surveyed stated they intend to increase their content budgets in 2015.

Take heart; this simplifies your marketing strategy immensely. For those that find themselves stretched too thin with SEO, you can forget the long-tail keywords, the incessant attempts at backlinks, and guest posting opportunities. If you focus on only one major prong in the approach, make it consistently engaging content.

Social Media’s Role in Great SEO

The second most important factor in lasting and productive SEO is social media. They are exclusive practices with significant impact on each other.

Before I dive into what works in social, it’s necessary to dispel a core myth on how the two relate. Social signals do not themselves increase your SERPs. They are two completely different metrics. Amassing a boatload of Twitter followers and comments won’t improve your search results. Not by itself.

So why is social so critical to your SEO health? Because the more people engage with and share your content, the more your SEO will indirectly benefit. Here’s how:

  • First and foremost, social media is a viable and proven forum for marketing. The sheer numbers of folks who are socially interacting each day should alone convince you that it’s worth having your brand participating in these discussions. It’s not about whether or not social can help propel your brand awareness and overall success, but how. Many have solved the complex issue for their particular audiences, and you should absolutely do the same.
  • If you are pouring tremendous effort into the great content discussed above, it does you no good if no one’s reading and sharing. Therefore, integrating a social perspective into everything you create is critical to overall success.
  • The most intelligent companies know that consumers use the social space to educate themselves before a purchase. You should therefore be present in the circles where your core audience communicates. Additionally, people use social media to share their experiences – positive and negative – with companies and brands. Responding to concerns and compliments sends the message that your company cares about an individual’s experience; this is priceless marketing.
  • Social is so powerful that platforms like YouTube are slowly edging out the omnipotence of Google. Searchers now go directly to YouTube’s search to find video content they want, rather than use the video tab in Google’s search. This trend will likely continue as people use social networks to search for specific types of content. Consider these sites as mini-Googles – if your content isn’t there, you are invisible to this segment of your audience.

While SEO is obviously a never-ending strategy, there is significant comfort in knowing that the core components of successful marketing won’t change much in the foreseeable future. Valuable and relevant content that is shareable and accessible across the web are your keys to the kingdom. If it’s focus you’re looking for, you just hit the jackpot.

What other key factors have you discovered that are integral to great SEO?


Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+.

24 Responses to “SEO’s Two Most Important Tactics

    avatar Prateek says:

    Cant agree more to the above points Tina. I am launching a review site soon,and i think i have great content that is ready to help buyers make the purchase move.

    But the point is to drive those buyers to the website. I am considering twitter,pinterest and google to drive traffic to the blog.

    Thanks for your insight.

    avatar Ferry says:

    Learn SEO is indeed not easy but when you learn with it seriously would have many benefits to be gained

    avatar Renuka says:

    SEO is most important factor to get ranking for website. As wrote in blog we have to take extra effort for seo. This information is good and understandable in simple way. thanks for this information..

    avatar Eho says:

    Seo is amazing, and ever profound art. This article proved to be useful!

    Invest in a Content writer because all SEO depends on it. Nice article.

    Sagar Ganatra

    Excellent article on SEO. I’ve been using the power of social media for a long time and achieved very good rankings in search engines.

    avatar Poojary says:

    Nice article. Bookmarking is a very effective part of SEO.

    Thanks Tina for the insights. That’s been our focus over the past few months – to make our content as engaging as possible so that it eventually turns into viral content. It would be great to have you look at our website Bahamas Destination Wedding and give us your feedback.

    avatar cavel says:

    I agree 100% with your assessment. Content is king. On my website i am focusing on adding content every week to my blog.

    avatar RCS Optics says:

    As you so succinctly put it, fresh content is crucial. We too have been working on that. Great insight on the trends toward using social platforms as the “go to” source rather than the big three. Thanks for the informative article.

    Hey Tina,
    Great article. Yes, viral content helps to get targeted thousands of readers back to your site.
    If quality content is required, then viral content also helps to promote blog posts widely.

    Social media plays an important role in promoting blog posts.

    avatar Abdul Rehman says:

    Searchers are now going directly to YouTube because it allows them to get required video instantly. We all know the algorithm still has some issues and people can still rank despite utilizing shady tactics and strategy.

    And yea social media is helping search engine optimization efforts if utilized properly. But we know social media is the new black hat. What do you think Tina?

    avatar Goodfella says:

    Who do you feel is doing a great job at this at the moment and that we can learn from?

    avatar Rahul Rana says:

    Due to content marketing the whole scenario of SEO is changed. Most important factor is quality content because people link only to quality content. This article proves Tina is an excellent content writer.

    avatar Best seo services delhi says:

    Yes i am totally agree with you. Today’s in SEO content is more important factor. Always use unique content for for your business or website. And another social media is also important factor because you can promote your business between the people’s. And the social media is the place where engagement of people is more. I think every people using any of social media account like facebook, twitter, linkedin, orkut, pinterest, stumbleupon, instagram etc. So you can aware the people about your business or your brand.

    avatar Uguma says:

    Great article and very educative.

    avatar Peter says:

    Could not agree more. With the shift to relevant and themed content, we can begin to see more and more targeted products and services.

    avatar man and van says:

    I do agree with these two tactics, more content more chance of being ranked on Google 1st page

    avatar Rob Willox says:

    I agree that great content is critical but it always has been as evidenced by the old adage that “Content is King”.

    Nothing has changed as far as content is concerned. Interesting, informative and well written content has always been at the root of effective seo.

    I do, however, disagree that by simply engaging in the use of social media channels you can forget about keywords whether short- or long-tail or dismiss any benefits to be gleaned from good and relevant backlinks.

    Social media is just another medium available in ensuring your already ‘good’ content achieves the widest visibility with the objective of encouraging readers to both engage with it but also to drive them to your website.

    You have no real control over their actions or behaviour on any social media other than ‘inviting’ them to clickthrough to your site where you have full control and where the real process of conversion from visitor to customer can only take place.

    The benefit of social media is that it extends the opportunity site owners have to get their content seen other than simply by search alone. It is not

    It’s true ‘the game has massively changed’ but social media is not the panacea you can employ as an alternative to fooling your ‘way into top search engine rankings by employing a few tried and true tricks’.

    Tricking or attempting to fool the search engines never did work and all the recent algorithmic changes and updates are testament to that view and a result of it.

    avatar SAK says:

    Great tips and tactics

    avatar Ritesh Reet says:

    Yes that’s true Content is king, apart from it Social Sharing and Signals also helps to gain rankings in SERP’s.

    avatar Man and van says:

    I agreen with Ritesh ”Yes that’s true Content is king, apart from it Social Sharing and Signals also helps to gain rankings in SERP’s.”

    man and van

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