Bing Webmaster Blog has published an article based on Top 8 Practices in Search Engine Optimization [SEO] for search engine optimizers [SEO]. The post written by Duane Forrester clearly mentioned that the role of SEO has changed and it will continue to change in coming years. A savvy Search engine optimizer has to keep changing the idea and techniques that rest behind the SEO and to do that there are few practices that Search Engine Optimizer [SEOs] must posses.
Duane Forrester at Bing webmaster blog have written Top 8 Practices SEOs must posses. I’ve extracted the key points from the article, check out now.
It helps tell a story in such a way that the listener says, “Hey, I have that problem. I need that solution.” Everything lies behind your marketing skills. Also, we all need to think out of box and must not rely only on meta tags & title tags for SEO. Now, no search engine gives much value to meta tags and title tags.
Search Engine Optimizers [SEOs] need to understand the fact that what they are doing is a form of marketing and they need to improve themselves as per the trend because we don’t make the products but we support the products.
Public Relations [PR] Skills
PR helps you to position your brand, protect the brand and provides the opportunity to create and support brand awareness. Also, PR gives you the time to monitor brand implications and competitor reactions. When you combine PR & Marketing, you’re approaching the leading edge of relationship building.
If your goal is to drive more traffic, and you need support on an engineering project, and Engineering has a goal tied to driving revenue, you’re all set. Show them how doing your work makes them the hero. Build the relationship and use your influence. Many SEOs don’t control the work, but must influence others to do the work for them.
Search Engine Marketing [SEM]
SEM is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization (both on-page and off-page) as well as through advertising (paid placements, contextual advertising, and paid inclusions). As an SEO, you’ll be in better position in the long run if you’ve had hands-on experience running larger (or even small) paid search campaigns such as Adwords & Facebook Ads.
Most SEOs think in terms of query volumes on a phrase. Most SEMs think in terms of conversion & ROI. Assign dollar values to everything you do in your SEO program and flip your reports around based on what generates revenue. You’ll see an entirely different view of your site. And its a view most SEMs are more familiar with.
It is a technique used in user-centered interaction design to evaluate a product by testing it on users and if you’ve not done such kind of testing, start doing the same. Usability testing is a black-box testing technique. The aim is to observe people using the product to discover errors and areas of improvement. Usability testing generally involves measuring how well test subjects respond in four areas: efficiency, accuracy, recall, and emotional response.
Usability testing can uncover small changes, which may lead to big shifts in major metrics like pages consumed, time on site and even conversions.
Conversion Optimization is a new technique and it focuses on optimizing the sales part of the website. For some webmasters and website owners Conversion optimization tends to give a deep look at their website shopping cart and for some webmasters it relates them to new Facebook likes, Twitter Followers or email subscribers. Hence, The conversion Optimization differs from website to website.
If you engage in this work, be prepared to have your eyes opened just like usability testing.
Search Engine Optimization [SEO]
Concentrate only on technical parts and analyze the depths that impacts SEO. The biggest myth about SEO is; It is a marketing skill, Just pay the money to Google AdWords, Tell the people, Advertise you brand and you’re done. The answer is: No, SEO does not happen this way.
Here, The author is trying to say that we need to focus on important & technical parts of a webpage to improve its search engine ranking which includes Page Layouts, Easy navigations, WYSIWYG [What you see is what you get] meaning don’t ever mislead you website visitors, etc..
In Early days on Internet, Websites were not designed for Mobile phones, Tabs, netbooks etc. But now you need to make sure that you must be aware in terms of technology so that you could co-ordinate with the people and their websites according to that. Mobile, visual search, reviews, crowd-sourced opinions, voice recognition, cloud computing, apps and so on. PCs, laptops, ultrabooks, netbooks, tablets, smart phones, NFC (near field communications) and whatever is next, you should be ready to adopt the same.
The key takeaway here is this: The SEO of yesterday is not the SEO of tomorrow. I consistently hear from people across the industry seeking ways to grow their careers. The answer is simple: grow your skills.
you’re missing an important part of the picture if you only concentrate on technical aspects of SEO. You need to be more social and analyze the trend. Social analysis will help SEOs to know more about real people and what they are looking for.
Social helps both businesses and the Search engines understand what’s important to searchers.