6 'Must Have' SEO Elements in 2011
Real Time Link Analysis and Intelligent Long Tail Strategy
Our bespoke link analysis tools enable us to ascertain what kinds of links and in what ratios, drive 1st position rankings in any sector. This means we can react fast to algorithm changes and get results more quickly.
This information drives every decision and recommendation we make, allowing us to focus our time on creative and strategic link acquisition that separates you from the competition.
Short tail searches have been in decline in most industries for years. Meaning that the search terms you are focusing all of your budget on are actually driving less traffic month on month!
If you do not have an intelligent long tail strategy in place that is ensuring your site is growing all the time and your articles and content are being referenced across the web regularly, then your website traffic and sales will fall over time.
Social Integration and Conversion Rate Optimisation
Ensuring your SEO campaign integrates with the most appropriate social networks is critical. Usually a mixture of Facebook, Twitter and Linkedin is a starting point, the effect these platforms have on rankings is now proven. We have run campaigns that have secured page 1 rankings with twitter promotion alone and this is now a vital part of any winning SEO strategy.
Bing and Google have publicly stated these elements are factored into their current algorithms and they will only become more sophisticated and therefore more important.
The search landscape is increasingly competitive and unless your landing pages are selling well, then your return on investment will be limited. We strongly believe conversion rate optimisation should be built into every SEO campaign - campaigns that incorporate this see a response uplift of between 38 and 69 percent.
An Online Community and Local Search
Most brands today are struggling with the shift from pushing out information on their website to becoming more engaging and facilitating conversation. This can be such a powerful ally in search engine performance. The most impactful way of engaging with your audience is to build an online community around your products and services.
This not only builds customer loyalty, drives up conversion rates and increases long tail search rankings; it also underpins your core SEO strategy. It helps position you as an authority in the eyes of the search engines and attracts a large volume and wide range of external links. In recent research, we found that sites which have an online community and intelligent long tail strategy are 4 times less likely to experience negative fluctuations during algorithm changes, therefore future proofing search rankings.
Google Places is dramatically fragmenting results pages for more than 25% of searches these days. This figure is much higher for location-based searches. If location is an important part of your strategy, then having a well optimised Places listing with lots of positive reviews will not only end up driving you large amounts of traffic but this traffic should also be very well qualified.
A fully developed localised strategy is critical for businesses that have multiple locations or seek to address specific geographic regions.
