Control the CONTROLLABLE - and other advice for Good SEO

Last week’s blog focused on the building blocks of Search Engine Optimization (SEO).  We discussed some basic concepts like relevance via keywords, proper labeling using metadata, and the importance of site security, speedy load times, and good site organization.  All of these topics deal with on-page SEO, and you have direct control over them.  However, there are other components of SEO over which you don’t have direct control. Things like your perceived authority and trustworthiness in your industry, how much time visitors spend on your site, backlinks, and even social media activity impact your website’s search ranking.   As you already know, smart marketing shouldn’t leave this much to chance.  So let’s take a look at these influential items and discuss how each can be harnessed for better SEO.
 
My husband frequently says, “control the controllable.”  I’m not sure if wiser words have ever been spoken, at least when it comes to SEO. As I’ve mentioned before, your on-page SEO has an impact on the rest of the SEO equation.  A quality website goes a long way in establishing trust and authority, and is also vital to providing a good experience for your visitors, thus impacting how long they hang around.  It will even help with backlinks; reputable organizations and individuals will be far more willing to link to your site if it’s high quality.  But, if you want to make sure that you are doing all you can to better your search engine results, here are a few suggestions that can help you control what you can.
 
Establishing Trust and Authority
Trust is earned and authority is established over time.  Below are some basics for building both.

• Make sure that you are listed in directories like the White Pages, Yellow Pages, BBB, and Yelp.  Fill out a business listing at these sites and others like them.  Always include a link back to your site.
• Publish a weekly blog on your site, with original content, informing your visitors about a topic in which your organization has expertise.
• A monthly newsletter informing customers and potential customers about goings on at your company and within your industry is also helpful, and can be easily incorporated into your website.
• If someone within your organization publishes a white paper, speaks at an industry event, or receives an award, include this information on your website.  You’ll get bonus points for including a picture and mega bonus points if you include a video.  As we discussed last week, make sure you label all photos and videos.
• Ask your customers to write testimonials about your products, customer service, etc. Happy customers talking about you are the best advertising, and if you can include their kind words on your site, it can be an SEO boon.

 
Give Your Visitors a Reason to Spend Time on Your Site, and to Come Back
Getting people to click through to your site is good, keeping them there is better, and getting them to come back is best.

• Engaging, useful content is the best way to ensure your visitors spend time on your site. Instructional videos and interesting photos are effective ways of keeping your visitors’ interest piqued. Changing them frequently will give customers and potential customers a reason to come back.
• As mentioned in the Establishing Trust and Authoritysection above, blogs and newsletters are valuable.  In addition to establishing your organization as an industry leader, reading them will keep your visitors on your site and will encourage them to come back for the next installments.

 
Use Social Media Effectively
Social media isn’t just social anymore.  Your organization’s activity on social media affects your search ranking, so you want to make sure that you are using it well.

• Post to Facebook, LinkedIn, and Twitter on a regular schedule, using videos and photos whenever possible. 
• Use social media to drive visitors to your website by posting or tweeting when you publish a new blog or newsletter.  In fact, anytime you make a change to your website, use social media to spread the word. As always, provide your URL and make the post easy to share.
• Make sure you have links to your social media sites on your website.
• Make a planned, conscious effort to grow your social media networks, friends, and followers. 

 
Cultivate Backlinks to Your Site
Backlinks will drive traffic to your site and will also establish trust and authority.

• List your organization in on-line directories that align with your industry.
• Guest blog on an associate’s or industry partner’s website about a topic in which you have expertise.   Although it is polite to ask before including your URL at the bottom of the blog, most businesses will be just fine with it.  If not, you’re still establishing yourself and your organization as thought leaders.
• Post videos on You Tube that link back to your website.  Instructional videos or footage of company events can be easily made using a cell phone and they will boost your SEO.

 
There are many more ways that you can boost your SEO, but these are some of the tried and true tactics for achieving better search ranking.  SEO is a marathon, so unless you want to pay for advertising on Google, don’t expect quick changes.  You should track your results though, just to make sure that things are going in the right direction.  Google Analytics is a great tool to keep track of how well your SEO strategies are working.  If you don’t have an account, get one.  It’s the best way to measure results and make sure you’re on track.