Secretos Del Seop Google

Traditional SEO
and beyond:
Social Media Optimization
Wh-39766-US-154

White Paper

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Search
engines are
the dominant
force in driving
Web traffic
to company
Web sites,
and marketing
teams need
to use every
resource
available
for optimal

Gone are the days when you could optimize a few critical pages of your Web
site for SEO. Now, all of your content needs toplay a part in your strategy to gain
traction and higher placement in search engine results. Search engines are the
dominant force in driving Web traffic to company Web sites and marketing teams
(including everyone from executives to managers to Web content editors and
authors) are in stiff competition with other companies for optimal placement in the
organic results of a search. Search engineoptimization (SEO) is an integral part of
digital marketing strategies, but traditional SEO efforts are no longer enough.
Traditional SEO is the practice of manipulating your Web site’s on-page and offpage factors to gain more visibility to Google, Yahoo, MSN and other search
engines. Ultimately, this gives you more visibility to your audience and the people
searching for your services. Thecompanies that can maintain high search engine
results will come out on top of their competition in gaining the mindshare of their
customers.
But the Web is evolving rapidly and so are the ways that Google and other search
engines return search results. The social Web phenomenon is here to stay; it’s
a more natural way for people to communicate and think and decide what is
important to them,and the search engine companies are recognizing that this is an
even more organic way to determine what information is pertinent and valuable to
the people using their sites. In addition to traditional SEO efforts, forward thinking
companies need to optimize their Web sites for social media.

placement.

Even with good metadata, it still comes down to content
Search engine ranking hasalways been about how well you can optimize your
pages and how many links are directing people to your site (backlinks). Companies
need to have good meta tags in place, and also have human (and search engine)
readable URLs, siloed folder structures, and keywords and phrases on their Web
pages in order to have a search engine-friendly site. The backlinks are important
too; the more inbound linksyou get from other Web sites, the higher your site
will rank. The search engines count backlinks into a Web site as a major part of
their ranking algorithms. But these are technical considerations and they can be
manipulated.
Ultimately, the reason people come to your Web site (and what keeps them coming
back) is the content on it. Good content is the foundation for organic SEO; you
want yourWeb site to establish you as a trusted expert. The information needs
to be pertinent and timely. It has to be readable and factual and relevant to your
audience. The readability is more than good writing; the grammar and spelling
need to be there as well.

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But what does this mean for SEO? It all comes back to the backlinks. A good public
relations team can grow yourincoming links as the word gets out through traditional
channels (articles, press release postings, announcements) about your offerings,
innovations, successes and other news. Good content will give your visitors a
reason to do the same thing and recognize your Web site as a true authority site.
This is what Google (and other search engines) want to display in their search
engine results: themost important sites to an internet searcher. Now, Google has a
way to measure this with social media.

The most important sites to an internet searcher
The participation of internet users in forums, blogs, commenting, rating, posting,
and more is growing and it is getting easier and easier to join in the conversation.
Facebook and Twitter make it easy to let “friends” and “followers” know...