Optimization Without Limits

The luster is gone from SEO. The mystique, the veil of secrecy, has long disappeared. In its place are shiny new objects – social, mobile, augmented reality, geo-location.  SEO is the “Woody” to new media’s “Buzz Lightyear.”  As least that is how it is perceived. While it may lack the bells and whistles, SEO remains a necessary component in a well-rounded marketing mix – and it just got a shiny new pair of red pumps to spice it up.  Enter this year’s buzz phrase: “Content Strategy.”

Content Strategy begins with a holistic view of your website and the types of content needed to align with your target consumer.  Ideally, your content strategy includes both your SEO strategy as well as a plan for ongoing content creation and – here’s the key – dissemination.  Yes, you want to look at all of your content as opportunities to expand your web presence beyond the “walls” of the website.

How do you build this optimized web presence?

• Evaluate your website and the content – what are the haves/wants/needs?
  • If you don’t have it – how are you going to get it?
    • Build? Buy? Borrow?
• Optimize it.
  • Know your target consumer – how do they search, with what terms, and where?
  • Know your consumer behavior onsite.
  • Develop a comprehensive search engine optimization plan based on the content, web objectives and strategies.
• Find the Pipes.
  • If you have videos – what are the appropriate channels for syndication based on your consumer’s behavior?
  • What will you do with articles, whitepapers, press releases, news information – what are the channels that best suit your business?
  • Are alternate web properties an opportunity?  Do you have multiple brands that would benefit from portals, microsites?
  • Use the social channels as appropriate.
  • The options are endless and should be tailored to the target consumer and what’s appropriate for your marketing objectives.
• Deploy!

Putting a content syndication strategy into place utilizing SEO best practices allows you to create a strong web presence, saturating search engines with your content and links. In essence, you take control and build your own web.

How are you using Content Strategy?

Tagged as: Business, Content, Content Strategy, marketing, search engine optimization, SEO, Web search engine, Website