October 9

The Weekly Briefing: How a 2,500 Year Old Book Will Help Your SEO

Internet Marketing Specialist Chip Fox presented a more militant approach to local SEO strategy …

We all know the Internet to be a competitive place, but in a recent article from Search Engine Land, author Marcus Miller brought war theory from The Art of War (Sun Tzu) to the battlefield of local SEO competition. Miller took messages from five key lessons – strategy, tactics, the battlefield, know the enemy, and measurements – to create an SEO edition of The Art of War. In order to be on the side that “wins,” you will want to have a multi-channel approach to your SEO efforts, so if one channel suffers, you can send in relief with another channel while you nurse your defeated one. Perform a SWOT (strength, weaknesses, opportunities, and threats) analysis of your competition and yourself, understand any changes happening on the battlefield (SERPs), and measure your results to determine what’s working and what needs to be revised.

SEM Specialist Reed Langton-Yanowitz gave us an update on the effects of April’s “mobilegeddon” …

Graham Charlton (ClickZ Global) published a blog on Search Engine Watch outlining recently shared data from Searchmetric. The data was from their mobile SEO report and shed some light on the impact mobilegeddon had over the past five months. Research showed that prior to Google’s mobile algorithm update, 68% of ranking URLs we deemed “mobile-friendly.” After the update, that percentage rose to 71%. Outside of Google, no one can really affects mobile ranking factors, but after reading the study, it would seem the game changers could be found in user experience and technical factors (site speed). Backlinks were thought to have some clout on mobile rank, but this report indicated otherwise. Overall, mobile sites have significantly less backlinks than standard websites. With all that being said, five months is a rather short timeline to make definitive conclusions. Only patience and time will reveal more definable ranking factors.

VP of Search Kyle Scott, shared some perspective on overcoming the “SEO plateau,” and how good SEO practices can keep on giving …

So, you have optimized your website, Google has noticed, and now you are watching your rankings skyrocket. Unfortunately, that’s the honeymoon period. In a recent Moz blog, Rand Fishkin described the post-honeymoon period to be “the SEO plateau,” and the moment when you have to start asking yourself “what now?” A good SEO strategy is long-term and sustainable – you can always come up with new ways to help your website rank. So, what should you do after initial boost? Fishkin encourages looking for new keywords to optimize, establishing new vertical markets, and moving up the buyer funnel.  This is one of the most complex – and most fun – aspects of SEO, a creative and calculated process of growing your web presence and reaching new customers, which is why having a strong, sustainable digital strategy is so important.

Image from Moz.com
Image from Moz.com