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Search Marketing Odds & Ends

For your Friday: here are some helpful tips that we all hope you can benefit from.

Don’t focus on just one factor: When it comes to metrics and analytics, it’s difficult but sometimes, you just have to pull through! Focusing solely on one measurement whether it is Page Rank, bounce rate, or clickthrough rate can cause you to lose focus of other measures as a whole and lose sight on the big picture. For example, it’s not uncommon to hear about a client who complains of being outranked by a competitor for 1 particular term… even if they are outranking that particular competitor for 10 different terms! In other words, pick your obstacles and choose wisely.

LinkedIn Answers and Avvo: These are both reputable Q&A sites for business professionals. Being active can help increase your credibility in the community. Bonus: as you become more active, your search engine visibility may also increase as these trustworthy sites are favored in search algorithm.

Don’t be intimidated by updates: Google Panda updates or algorithm changes can seem like a scary thing. The important thing is to stay in tune with what’s going on. As we’ve always said before, if you haven’t dabbled in black/grey hat linkbuilding methods, you should be in the clear. Many times, these announcements drum up anxiety and panic causing people to go out and make sporadic changes to their site. In the mean time, they may very well be doing unnecessary damage to their own site and blaming the drop in SERPs to the updates.

Put the most important things first: This goes with content, Facebook updates and Tweets and anything else you want to link. In a more specific example: we are conditioned to think of Twitter updates in 140 short characters. Think again – how about 45 characters, instead of 140. Many people have found that while whole Tweets are indexed, the messages are truncated in results at about the 45 character mark. While it’s tempting to please the search engines, remember to put real human readers first.

Don’t believe the SEO is dead hype: While the tactics of search marketing from 5+ years ago are “dead”, SEO is far from dead. An increasing number of these articles are showing up for many different reasons: link bait, shifting the focus on alternative search marketing strategies (local and social) or even just because SEOs who want to be disassociated with the myth that all search engine optimization is spam. Make sure to check out this article to see why SEO will never really die.

Stay tuned for more odds & ends and have a great weekend!

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