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PubCon 2014: SEO Part I

SEOManaging Partners Carol Morgan and Mitch Levinson attended PubCon last fall in Vegas. The premier search engine optimization (SEO) conference in the U.S. provided them with plenty of great information for how to conduct SEO with all of the recent algorithm changes. From penguin to hummingbird to pigeon, SEO changes rapidly. Here are some tips for keeping up with all the zoo animals.

Before looking at the multiple elements that make up SEO, remember to focus on keeping it real. Going back to the basics and looking at the critical elements of SEO is always a good place to start. Here are the basics of what we are going to cover:

  • Indexability – This ensures that your content is indexed.
  • Relevance – This pertains to what we say and to customer centricity.
  • Authority – This can be established through link building. Be sure to look at who you are compared to everyone else.
  • Clickability – This deals with how the customer interacts with your link. Description tags are critical in encouraging more clicks.

It is important to look at how many pages the website has and determine how many of those pages are indexed. This will also help to determine how quickly a blog post or other content is indexed. As you think about indexability, be sure to consider these questions:

  • How many pages are indexed?
  • How easy is it for Google and other search engines to reach the content?

When considering relevance, remember this important question:

  • Am I engaging my customer?
  • Why is this important, and if I was a consumer, would I want to read this?

When thinking about authority, the question to ask is:

  • Am I creating content that is quality and authoritative?
  • Is my content original?
  • If re-purposed from another source, is my content at least 40-60% different that the original source?

Clickability is an important aspect of SEO, and has two major purposes—driving message creativity and sales.

In regards to Clickability, Meta data is paramount, and you must remember to go back to the basics:

  • Meta descriptions need to be professionally written for each and every targeted page. This is considered the sales pitch and is significant for Clickability.
  • Ask why should someone click on our link vs. other links?
  • Meta descriptions can be 150 characters.
  • Meta descriptions should make your link stand out against competitors.

Here are guidelines for creating quality Meta descriptions:

  • Less than 120 characters is best (no more than 180)
  • Blend your marketing message with keywords
  • Typically appears in the search engine results page
  • Do not repeat words
  • Should be unique content
  • Should read as a complete sentence
  • Include the most important words in the beginning

When in doubt about what to write in a meta description, remember to go back to the basics! Frame the description from a “why visit the page” or “why this page differs” statement. These are great starting points for creating good content, and with practice, you can become more effective with your meta descriptions.

These are just some SEO basics and best practices; however, there is much more that goes into proper SEO practices. Stay tuned to our blog for three more posts filled with SEO tips and advice from PubCon. And, if you are tired of trying to tame the zoo animals yourself, contact mRELEVANCE for your SEO needs.