Search engine optimization has exploded into an entire industry and become an essential element to any successful business-to-business marketing strategy. When evaluating search marketing agencies to partner with or determining which SEO tactics to implement, it’s helpful to break down search engine optimization into three basic tactics.
Each SEO tactic is a unique discipline and requires different expertise and skill sets that certain search agencies and SEO consultants specialize in. Discussed in this post are those three areas of SEO, typical services associated with each area, and some criteria to consider when selecting an SEO, consultant or search agency to partner with.
On-Page SEO / Technical Website Structure
The structure of your website should not be overlooked in your online marketing strategy. Neglecting to address on-page SEO factors such as code, linking structure and title tags is similar to dismissing the importance of a foundation when building a house.
When developing or re-developing a website or evaluating an existing site, most SEOs or search marketing agencies should be able to provide on page SEO services that will get you on the right track to building a strong search engine-friendly foundation for your website. SEO services such as SEO website assesments, SEO campaign planning, keyword research, usability, competitive analysis, and on-page SEO implementation fit into the on-page/technical search engine optimization category.
Consider the SEO’s or search marketing agency’s niche, typical size of clients and/or size of websites serviced, whether any Web development is done in-house or if they only work with third party developers, etc. For example, Metter Advertising’s on-page search engine optimization services and technical SEO consulting are focused on developing SEO strategies for business-to-business clients and industrial manufacturers and we provide Web design and development services as well.
SEO Content Development
It’s no big secret that in search engine optimization, content is king. Odds are, you’ve been told that over and over again. The fact is, developing relavent content that is meaningful for your website users is easier said than done!
I’ve been in front of countless clients who have the ability to express intelligently to me why or how their product, service, or business is better than the competition. However, most small to medium sized businesses, in my experience, do a poor job of developing, publishing, and distributing that content in a vehicle that is visible to clients, prospects, and search engines!
On the other hand, larger businesses or those that have implemented successful PR/media relations into their marketing mix that focus on content development, often don’t have the expertise to leverage that content for search engine optimization purposes.
In either case, finding a search agency, SEO, or consultant who can guide your SEO content development efforts remains, in my opinion, the most important tactic in search engine optimization for one reason…You can control your content.
Unlike other SEO tactics like link building or on-page tactics, content is not as suseptable to changes made by search engine themselves. The pursuit of content is what drives search and users. It is why search exists. Furthermore, if the content does not exist on your site or in an online medium found by search engines, how would you expect to be found by users who are searching for it?
When evaluating partners to aid in your SEO content development efforts, again consider areas of expertise. Does the vendor have knowledge of the industry? If so, are they writing content in-house, using outside sources, or do they only provide consulting on search engine optimization content development strategies?
Authoritative Link Building for SEO
In my opinion, the most difficult tactic in search engine optimization is building incoming links to your website from authoritative domains. In short, incoming links from other websites are a critical component in how search engines determine how to rank web pages for any given keyword query.
Incoming links can come in all shapes and sizes, and tactics used to generate incoming links are just as varied. Links which come from authoritative, trusted sites are more heavily valued than incoming links from low quality directories or off-topic sites for example.
With a focus on providing SEO services for B2B clients, Metter Advertising’s link building services for business-to-business clients rely heavily on leveraging content such as product reviews, case studies, white papers, and press releases to gain links from industrial verticals, online publications and blogs. In addition we provide link building research to identify the most authoritative, topically relavent sites with which to partner with in link building campaigns.
Depending on your industry, the current inbound link footprint of your site, and of couse, your budget, there are many factors to consider when attempting to identify a search marketing partner to provide link building services. For example, social media and viral marketing campaigns are generally not a fit for industrial link building campaigns; however they may be a fit for products and services geared toward different audiences. Choose a link building partner or strategy that fits your needs and be sure the vendor has experience with other clients that closely match your situation.
Three SEO Tactics for Search Engine Optimization Success
This summary overview of the three major areas of search engine optimization is just that…a summary. A successful SEO campaign will blend a mix of tactics from all three areas of SEO that all deserve to be looked at in greater detail. In addition, website usability and web analytics are necessary areas of SEO that I view as disciplines separate from those discussed here, but can’t be dismissed.
Giving careful consideration to on page SEO, content development for SEO, and authoritative link building when planning your search engine marketing strategy or identifying SEO vendors or service providers will simplify the process and help break down the process into manageable bites.
My suggestion is to start with an on-page SEO service that can provide recommendations on Web site changes and search engine marketing programming. Remember that not all SEO vendors can provide expertise in all three SEO tactical areas, so once you have a plan for a successful SEO campaign, you can begin searching for vendors that can fill your SEO needs. Without a good roadmap to SEO success, your opportunity for search marketing success will be limited.
