We all want to do more with less, right? Extend our reach as far as possible, maximize our potential and find ways to “work smarter, not harder.”
Well for all the confusion out there surrounding Search Engine Optimization, it truly is the great multiplier – Marketing Force Multiplier, that is. Seriously. The process of SEO is a force multiplier for all of your online marketing efforts.
“Force multiplication, in military usage, refers to an attribute or a combination of attributes which make a given force more effective than that same force would be without it… A force multiplier refers to a factor that dramatically increases (hence “multiplies”) the effectiveness of an item or group.”
A lot of articles have been written in the past year about how SEO is dead. Those articles are mainly referring to using SEO as a primary marketing channel – cramming content full of long tail keywords, or creating a thousand versions of the same article and hoping to skim a few pennies here and there from affiliate links, multiplied by those thousand versions.
That sort of SEO never really worked very well, but that’s not the point – there’s always going to be a place to optimize your products, pages, and content for search engines. SEO is about giving search engines (Google primarily) what they want to see. Doing this ensures that when someone who can use your product or service searches for it, Google knows that you’re the best resource to answer their question or fulfill their need – and Google shows that person your website. Exactly what we want to happen, right?
Part of the art of SEO is in understanding how to optimize your site for those users who don’t necessarily know they’re looking for it. You can try to do it yourself, but there’s a lot to know, and a lot of different advice to follow.
SEO is a mix of straightforward technical processes and creative integration of a marketing message. It all starts with the process of keyword research. It’s crucial that you build your message around keywords because Google’s algorithm is still keyword based. It’s important to note that in the past few years, Google has shifted much more towards trying to answer queries in natural language, as opposed to making searchers try to guess what combination of keywords will spit out the answer/resource they’re looking for. The advent of voice search and RankBrain have brought this even further along, and so it’s important to optimize sites in a way that is both natural for users, and something the bots can interpret as well. The algorithm is using AI to try to predict ‘what the searcher meant’ by interpreting what they said in context, rather than strictly literally – so sites, channels and messages need to be optimized both technically and creatively.
- On Site Technical Optimization
Ensuring that your website’s meta tags, internal links, navigation, URLs, etc. are implemented in line with Google’s standards, means you get credit where credit is due so that all your efforts are accounted for – and that’s the SEO force multiplier we talked about. It is also utterly crucial that your site is mobile-responsive not only for users, but for being sure you get an algorithmic boost as well. After all, if it’s easier for users and bots to find your site, it is easier for Google to see you as a resource. Other agencies will simply run you through an automated program, but ThinkPod partners with Pera Media to utilize Pera’s proprietary On Page Optimization process, which is constantly adjusted to keep up with emerging trends.
- Back Linking
Google’s algorithm is still heavily reliant on back links; however, the days of buying a link on a blog and seeing an instant rankings jump are gone. In fact, aggressively pursuing links is frowned upon fairly heavily – yet links are still needed, so the focus now is on outreach, social media, and earning links through content and interaction. In fact, doing back linking wrong can get you in a lot of trouble. It’s important that you earn, rather than “build” links. The difference is subtle but crucial. In some cases a disavowal campaign may be necessary, if care has not been taken with past link building to a site. ThinkPod can help you clean up the link building mistakes of the past, should it be necessary.
- Social Media
Social Media and SEO can’t be put in separate buckets any more. If you’re on Social Media but you’re not leveraging SEO, you’re leaving money on the table. Social signals are becoming a larger part of the algorithm and while they haven’t totally supplanted links, they may someday- might as well get ready now. Our full-service marketing agency covers every channel- contact us to learn more about how SEO and Social Media can converge to give you engaged, involved leads that are ready to convert to sales.
- Content Creation and Marketing
The creation of long form pieces that attract good leads and help you define yourself as an expert, attract back links and Search Engine Authority. Sure, Content is king- but a King needs a Queen. That Queen is the force multiplier of an integrated SEO campaign.
- Analytics Implementation
Analytics ensure you can track your online marketing efforts. After all, what’s the point of crafting a great landing page, or blog post, or long form piece of content if you can’t judge the Return on Investment? Properly implementing Analytics ensures your efforts are being tracked.
If you look to ThinkPod for an SEO audit or campaign, we will become another force multiplier for your team. You’re getting an agency that keeps up with the trends – partially so you don’t have to, and partially because the cutting edge is where SEO thrives. We can tackle first an audit, then a complete SEO strategy for you.
Making sure that not just your site, but your entire marketing footprint is optimized for search engine algorithms can ensure you get the maximum amount of organic traffic. It also ensures that you get credit for all your other efforts as well. Contact ThinkPod Agency today, and let’s discuss how we can help you leverage the power of SEO in all your marketing efforts.