Tier 4 – The Supporting Cast
Links: All SEO studies typically lead to the same results: the more relevant, quality back links that are pointing to your site will increase your site ranking in search engines, and increase your Google Page Rank. The best links are those that include keywords in the anchor text and those that are naturally achieved as opposed to paid. There are some great ways to build links, but require time, patience, creativity and a site with great content that will earn this respect. Make sure you have everything else (see above) in place before spending your time and effort with link building. You need to have a great site first.
Local: It’s worth repeating, Local is a major player in search – on and off your site. It’s a good idea to have a customized Google Places page and to look into some of the Local Business Services available.
CRO: Conversion Rate Optimization is all the rage, and the idea is shocking that site owners haven’t looked into increasing conversion rates sooner. I say, stop focusing on rankings so much… focus on conversions. I
Analytics: Every website should have some form of analytics in place. You need to know how your site is performing on the web, whether it is good or bad. Then you need to know how to build on those strengths and fix all weaknesses. Without analytics, you’re clueless.
Social Media: I know you’ve been waiting for this one… Everyone loves Social Media, including myself. Bottom line, Google is the most important factor for generating traffic, but Social Media sites such as Twitter and Facebook are not only great for additional traffic, but also helping your site get indexed faster, getting content spread over the web at a scary pace and continuing the conversation. Whatever users are searching for, they’re likely discussing it in the social world. Social searching is also something to consider. If your target audience’s followers recommend your product, and they move on to search, and your site is present in the SERPs – they’re more likely to buy into what you’re selling. It’s just the nature of the beast at this point in the game.
PPC: We covered this earlier, but a strategic PPC campaign can greatly benefit any SEO campaign, and vice versa. If budget allows, a paid listing can not only give your site an additional presence in the SERPs, but also another opportunity for your target user to click on an additional listing.