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Posts Tagged ‘Internet Marketing’

As business owners, we are intimately involved in the day-to-day machinations of our businesses, those things that make the business go. This makes perfect sense.

You may be a fantastic accountant, lawyer, plumber (fill-in-the-blank) who spends their day accounting, plumbing and lawyering, but if you (or someone you delegate) don’t make the time to grow your business, it will wither and die. To be sure, things change EVERY day. You may be working at capacity today, but you can be sure that will change. Without a plan to continue to grow your business, you may be caught off-guard with dire consequences.


I’ve put together a checklist of 10 ideas to help you grow your business. It it not an exhaustive list but it hits some major areas I believe need to be addressed if you plan to continue with your business.

Please download a pdf copy of this list and print it out. Keep a copy of it visible in your office to remind how important business development is to the longevity of your business.

1. Ensure that you do some Business Development EVERY DAY. Make NO excuses, NO exceptions- EVER!

2. Develop the mindset that Business Development is as important as any fee-earning or income-earning work or activity.
3. Create a plan. Determine what you want your future business to look like- and WHY. Do you want to dominate the field? The goal is to KNOW where you want to go, and then make a plan to get there.

4. Business Development is hard work. Explore techniques/methodologies that will help you keep your momentum. Consider working with an accountability partner- a friend or buddy to whom you communicate your progress.

5. Make more phone calls. Talk with clients- be sure to LISTEN. Email and text less.

6. Ensure that your communication with clients adds value and are not simply chasing business.

7. Work diligently to delight clients at every point of contact- never give them a reason to look elsewhere.

8. When cold calling, never be pushy or come across as desperate- believe in the value you bring to the relationship. Remain relaxed, calm, and be the expert.

9. Make sure that new customers/clients can find you. Much of future business is going to be found online. If you’re not there, that new business is going to find it elsewhere.

10. Your ultimate goal should be to build a business that can run without you. Learn to train and delegate. You DON’T really have to do it all. If you can’t take time off without fear that your business will fail, you own a job, not a business.


Download a pdf copy of my 10 Business Development Ideas checklist, print it out and keep a copy of it visible in your office.

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We Are Now Google AdWords Certified Specialists

posted by Frank Buddenbrock 4:01 PM
Thursday, September 24, 2015

It’s official!

Google AdWords Certified SpecialistWhile we’ve been working with clients for many years as their AdWords (PPC) specialists, we are now officially Google AdWords CERTIFIED Specialists. This means we manage ads visible on Google search results pages, display ads, remarketing ads, and video (YouTube) and mobile ads.

From Google:

“The Google AdWords certification is a professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of AdWords. An AdWords certification allows individuals to demonstrate that Google recognizes them as an online advertising professional.”

Plus, if our AdWords clients spend more than $10,000 on AdWords campaigns in 90 days, we will obtain the highest award/acknowledgement from Google- that of Google AdWords PARTNER.

To earn the Partner badge, agencies need to have at least one of their affiliated members AdWords certified, in addition to business cards and marketing materials, which shows our agency is recognized as a trusted business partner by Google and by clients.

If you are looking for assistance in managing your current Google AdWords campaign, or are considering starting a new one, please give Frank a call at (818) 991-7135.

 

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SEO Is Not Dead And Will Never Die [Infographic]

posted by Frank Buddenbrock 12:08 PM
Monday, July 15, 2013

Neal Cabage is only the most recent writer to use the words “SEO is dead” in a headline. His article joins a long line of other articles and even a tongue-in-cheek website dedicated to the topic; see here, here, here, and here. There are also many well-worded refutations of the idea that SEO is dead, of which Danny Sullivan’s 2009 post is a prime example. Most articles with that headline or a variation thereof are actually writers trying to stir up some controversy so they can then explain why SEO in fact is not dead. Whatever the reason, the phrase has become cliché and tired, and I say that with this post, let us never see the words “SEO” and “dead” in a headline ever again. Let’s move on. But first, this final explanation of why SEO is not dead, and will never die.

SEO, an acronym for search engine optimization, is broadly defined as including any activity or set of activities designed to get business from the organic or natural search results in a search engine. If you change the title tag on your homepage in the hope it will cause your website to rank better on Google, you’re doing SEO. If you add a blog to your website because you heard Google likes content, and you blog every week because you hope this will get your website ranking higher for more terms, you’re doing SEO. If you convince a friend who works at a reputable online publication to write an article about your company and link to your company’s website, you’re doing SEO.

There are ways to get business from search engines that are not generally defined as having anything to do with SEO. Google and other search engines sell ad space alongside their organic search results, and buying these ads is not SEO, although the information gained from running these ad campaigns can often be beneficial to one’s SEO efforts.

What could kill SEO?

SEO will die only as soon as the search engine dies. As long as there are search engines people will figure out how search engines work in order to get business from them. We might talk about the end of search as we know it, or how content marketing is changing what SEO is, that SEO and public relations are merging, or that use of the acronym SEO will die out and instead we’ll make those activities formally known as SEO part of a larger group of activities that we’ll call “online marketing” or “web marketing” or something fancier sounding. The fact remains we’ll still be performing activities designed to get business from the natural search results in search engines, and therefore SEO will be alive and kickin’.

Why claim SEO is dead?

If SEO will never die, then why do people claim it’s dead, or even bring up the matter in the first place? As they say, follow the money. Sure, go ahead, lump me in the group of those trolling for traffic by using the phrase. But somebody’s got to put an end to this, and I can’t very well do that without mentioning what I’m trying to put an end to.

Perhaps nothing will do as good a job of putting a final nail in the coffin of the “SEO is dead” mantra as spreading the painfully accurate “Death of SEO” infographic provided by SEO Book (see below). And now, let us never speak of this again.

 

Written by Joshua Steimle

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For the original article click here: http://www.forbes.com/sites/joshsteimle/2013/07/15/seo-is-not-dead-and-will-never-die-infographic/

 

 

Now that most of us have our footing back after Penguin 2.0, what’s ahead for SEO and social media marketing in the year to come? It’s clear that Google’s focus is on eliminating spam and enhancing the user experience through better content. Evidence has shown that both site quality and link relevancy are going to be big players in the next twelve months. But comments from Google and forecasting from a number of different SEO experts suggest that other changes are on the horizon.

Here’s my best guess of where we can expect SEO to go for the rest of 2013 and throughout 2014 – and my top tips on how to prepare. Just to add a standard disclaimer: prediction posts are at best guesses. I’ll be updating this post periodically as more information becomes available, and look forward to your thoughts and insights as well.

1. Content continues to be important, but requires more depth and detail

The days when you could publish 500-word pieces on your blog a couple times a week and achieve authority status are fading away. While high quality, shorter pieces still have value, I predict we’ll see a migration toward “super articles.” Longer pieces that are a minimum of 1,000 words and more likely upwards of 2,000 will become increasingly valuable.

It’s what Neil Patel has called “epic content.” There’s several ways to approach this. If the best articles in your niche offer 50 ideas, your round-ups could offer 100. You could get access to experts, develop detailed tutorials, or supplement your content with high quality videos or images. The key is going to be to follow an approach that sets you apart from the most basic content in your space, and grabs people’s interest for the long-term. The focus is on depth, quality, and ultimate value to the reader.

2. Different kinds of content help you get traction

Whether you’re looking at creating video, developing infographics, or launching interactive quizzes, thinking beyond blog posts and free reports will give you a distinct advantage. As buzzwords like guest posting and content strategy become more and more ubiquitous, it’s important that you do whatever you can to rise above the noise. In addition to committing to do what it takes to write sticky, authoritative content, another strategy will be diversifying the type of content that you publish.

Of course, this connects to your ability to disseminate content in creative ways. There’s only so many ways to share a blog post. But a video can be syndicated to dozens of different sites, added to a branded channel on YouTube, embedded on Pinterest, and more.

Another important factor is your ability to appear in different verticals of search — for example, videos or images — as overall search architecture moves in that direction. A more diverse content base will help you rank more effectively for your target terms.

3. Author authority matters

It’s not just the quality of a single piece of content that matters, but rather your entire body of work. By using Google Authorship and other behind-the-scenes techniques, Google is developing better mechanisms for learning about everything you write. This develops an overall picture of what you’ve accomplished, and what subjects you’re qualified to speak on.

The overall number of social signals your content is generating, how frequently you’re posting, and the quality of sites you’re connected to, this will impact the rankings of the content that you post going forward. To establish your authority, make sure you’re leveraging Google Authorship not only with your regular core content, but also with guest posts that you contribute to other sites in your industry.

4. Links remain critical, but the bar for quality keeps going up

In a video in May, Matt Cutts suggested that Google’s continuing to develop more sophisticated adjustments to the algorithm to measure link quality and thwart link spammers. This evokes the idea of link wheels – creating networks of hub and spoke sites, along with many levels of intermediary sites, in order to build links. The idea is that if they’re dispersed and deep enough, that the connections between them will be masked. It a nutshell, these approaches aren’t effective anymore and will become less so moving forward.

While Google’s already focused on this, ever more sophisticated versions of this approach – from paid advertorials to private blog networks – will continue to be important targets in the war of spam. Not only will we all be taking a retrospective look at our link profiles, but strategizing how to build links in the future will require more ingenuity and planning. Link building is moving in the direction of a relationship-based process.

5. Diversifying link text is ongoing

One of the areas t hit by Penguin 2.0 was sites where anchor text was too optimized. Experts estimated that if more than 30% of your anchor text was identical, it was easy to see that you were actively building links in a way that might be manipulative. Instead, now and going forward, it’s more important to think about linking from an organic perspective.

For example, say your site is currently focused on the topic of Twitter marketing. People discussing your site and linking to it are likely to use a variety of terms: Twitter marketing, marketing on Twitter, Twitter for business, social media marketing on Twitter, and more. There are a number of terms that are all within the realm of a reasonable anchor text choice.

It’s important to develop campaigns that help you post links with a range of different anchor text. Diversifying your link text takes time, especially if you have a significant body of links to your site. I anticipate that we’ll see many website owners working on this in the year ahead.  For an overview on proper anchor text strategy in a post-Penguin 2.0 environment, see my article “How to Properly Include Links and Penguin-Safe Anchor Text in Your Guest Blogs.”

6. Great design matters

Great design is a key piece of the user experience. Top-quality design helps overcome the trust barrier that comes up when people first visit your site. If your site looks professional, they’re more likely to believe that your business is legitimate and give you the time and money you’re working hard to earn. Another key factor is driving conversions. Good design helps drive users in whatever direction you want them to go – signing up for your email list, buying your products, or reading and sharing your content.

Design is also a very effective tool for helping build both your authority and your epic content backlog. Is your picture on your website? Do people associate your name and face with high quality content? If so, you’re on the right track. Is design supporting the quality of your tutorials? You can instantly upgrade people’s perceptions of your work by integrating screen shots, videos, and more. It’s a simple way to increase the value of your content.

7. Guest posting comes under increasing scrutiny

One of the most popular means of building links right now is guest posting. It’s a great way to build links, cultivate relationships with other thinkers in your field, and get your material in front of new audiences. The challenge with guest posting is when it’s treated as the “new method of article marketing.” I think we can expect increasing scrutiny from Google on guest posts.

What this means for writers and website owners is that it’s important to pay attention to the quality of the sites where you post. PageRank and Domain authority are two metrics to measure quality. Another is to look and see if these sites have the kind of human signals that make a reputable site – an engaged audience, social shares, and links from other high quality sites. When you do guest post, it’ll be important to put an extra emphasis on developing valuable contributions that really resonate with the target audience.

8. Social continues to exert a powerful influence

Social media isn’t going anywhere. In fact, it’s gaining a great deal of traction. With the introduction of Google Plus two years ago, it was easy to see that social signals were becoming more important to search. As one expert said, “human rank is hard to game.” By increasing the influence of social media signals, the search engines are essentially outsourcing the manual evaluation process of content to a large extent.

For companies working to rank their content, it’ll be important to ensure they have branded accounts for their sites. Plugins or other mechanisms need to be used in order to make content easily sharable, and to measure social shares. Social media promotion needs to be a front-line priority in your individual content promotion plans, and overall innovative approaches (for example, experimenting with exclusive social content or competitions) used to increase your social reach and influence.

9. Mobile performance and compatibility matter

During an interview with Search Engine Journal, Matt Cutts noted the importance of having a lean mobile site that loaded quickly. Building on that, mobile is no longer optional. Half of all people in the U.S. own a smartphone; one third of internet users own a tablet. Soon, more people will routinely access the Internet via a mobile device than the number of people who do so via a desktop computer.

Having a mobile compatible site is the new minimum threshold. Important aspects include cross-device compatibility and optimizing your designs for mobile conversions. Thinking about mobile productively requires a mindset shift. Mobile isn’t just about making sales. Instead, it’s about a broader set of potential conversions – visits, gathering information for in-store visits, signing up for more information – that require you to focus on the mobile channel.

Besides mobile-ready design, website speed is becoming more important. As the average internet user expects faster speeds, they have less patience. Frustration over slow-loading websites leads to a poorer user experience, which is why website load speed is one of the growing factors in Google’s ranking algorithm. Cloud CDN (content delivery network) hosting solutions are seeing a rise in popularity due to this trend, and for good reason.

10. SEO is less tactics, more strategy

It’s fair to say that this has been the direction of SEO for a long time now, but it’s becoming increasingly true. Tactics – specific ways to build links or to write code – are becoming less and less valuable. Instead, the focus is shifting to your long-term strategy. What’s your content strategy? What’s your link building strategy? What’s your authority strategy? What’s your social strategy? These individual pieces all link together to create the foundation a successful site presence is built on.

It doesn’t mean that tactics don’t matter. After all, tactical moves are how you implement a strategy. Your choices between different kinds of tactics, such as white hat link building or black hat link building, can make all the difference. But if tactics aren’t driven by an overall strategy that’s implementing multiple approaches at the same time, they’re less likely to work. Approaches to SEO need to be cohesive.

Conclusion

I’m sure that there are critical trends that I’ve missed. I’d love to hear from you. What’s working for you right now, and where are you focusing your efforts in the next year? Let me know in the comments below!

by 

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For the original article click here: http://www.searchenginejournal.com/10-seo-industry-trends-a-look-at-whats-ahead-for-seo-in-2013-2014/65157/

A good SEO strategy is the difference between your business easily being found online and getting lost in the noise of thousands of other businesses trying to stand out. With Google’s ever-changing algorithm, it can be difficult to know what’s effective here and now.

In 2013, success in SEO hinges on businesses putting together a robust combination strategy that brings together an integrated web of great content, credible links, and social signals. Each of these pieces supports the other, providing tremendous value to readers, building your authority and brand value, and distributing your content across new channels. Here are the highlights of what to think about in terms of each of the three pillars of great SEO.

3 Pillars of SEO

Content (Pillar #1): Make The Most of What’s On Your Pages

The first pillar of an effective SEO strategy is your onsite content and structure. From the way you organize your site to how you optimize your content, there are five key aspects that will ensure that your content is doing its job. A strong on-site SEO plan includes keyword research, content optimization, user experience, site design, and the presence of a blog with great content that’s updated frequently. Let’s take a closer look at each one.

Keyword research: The foundation of your SEO strategy is keyword research. The concept is simple: you can only optimize your site once you know how your target market searches for the products/services you have to offer.Google’s Keyword Tool is designed to help advertisers in the Adwords Program target effective keywords for their paid advertisements. But it’s a free, robust tool that can be used by website owners that want to better understand the range of keywords people are using to get to their site. Try these three strategies to get started:

  1. Brainstorm a list of phrases related to your business, brand, products, industry, location, and customers. Once you’ve developed that list, enter each of these words into the Google Keyword Tool to see what related terms are recommended by Google. Google’s suggestions will greatly expand your keyword list. Pay attention to long-tail keywords (e.g. “apartments in West Hollywood near beach” vs. “Hollywood”). They’re easier to rank for and just as important as your major keywords.
  2. Enter your site URL into the website box in the Google Keyword Tool. It will scan your site, and come back with a list of recommended terms that you are currently ranking for or could target. Many of these suggested terms are will be great keywords for your site.
  3. Create a list of competitor sites and enter each of those URLs into the Keyword Tool. Your competitors may be ranking well for specific terms that you hadn’t thought about. While you never want to directly copy a competitors’ keyword strategy, it can often inform your approach and round out options you hadn’t thought of yet.

Keyword structure: Once you’ve developed a list of keywords, take the time to organize them. One simple way to do this is by taking a look at your website structure and mapping keywords to the major sections. For example, if you’re an SEO firm serving customers in New York and New Jersey, you might have pages with different options for travel rates for in-person meetings and other details by location. That way, when individuals are searching for “SEO Firm Manhattan” they’re likely to find your site. Knowing what sections of your site are targeting specific keywords and gearing your content optimization toward those goals will move your SEO efforts forward more quickly.

Content optimization: Once you’ve researched your keywords, you’ll need to optimize your content for those terms. Content optimization is not about stuffing keywords into every available opportunity or even meeting a specific formula of “keywords must appear X times per 500 words”. Instead, just remember to include your primary keyword is included in your article title and meta tags. Remember that each page (or unique URL) represents an individual piece of content that can be optimized for different, specific phrases and conversion goals.

User experience (UX): User experience is simply a way of encapsulating the question: when people visit your site, are they able to quickly and efficiently do what they want? For example, if they’re trying to make a purchase or find specific information, is it easy to locate the menu or complete the task? If the answer is no, it may be hurting your search rankings.

One easy way to figure out if your user experience needs to be improved is to look at your bounce rate on Google Analytics. A bounce is a visitor that leaves your site without visiting more than a single page. If a high percentage of people are bouncing from your site, you may be ranking for irrelevant terms or your site design may be too complicated. Ask yourself what people are trying to accomplish, and look at ways you can make that easier.

Initial things to look at are making sure your navigation is easy to use, that your site design is as clean and uncluttered as possible, and that big actions are highlighted in clear and effective ways. Consider hiring a professional UX designer to help you evaluate your site if you’re having trouble breaking through on this point. It’s possible to design your site in such a way that you not only achieve optimal SEO, but also optimal conversion rates.

Site design: Is your site design clean and professional? There’s an assumption, by both search engines and visitors, that a site that looks spammy is spammy. If you’re trying to build an authority site but are working on a highly out of date design, consider upgrading to a simple website on WordPress. WordPress is an easy to use content management system with many excellent designs (called templates) available for free. Premium templates range anywhere from $20 to a few hundred dollars, and allow you to specifically customize your site. Some of the best templates can compete with world-class designs.

Regularly updated blog: Since Google’s Freshness Update, there’s a ranking premium for sites that are regularly getting new content. The easiest way to do this is through the addition of a blog. By regularly adding articles that are valuable for your readers – from timely pieces that comment on trends and news to evergreen pieces like how-to’s or product reviews – you’ll build your authority and improve your search rankings.

Another benefit of regularly blogging is that it quickly builds the amount of content that you can rank for in the search engines. A well-developed strategycan help you target many of your keywords through ongoing blog development. Think of each blog post as another raffle ticket you throw in the hat for being listed in search engine results pages.

Inbound Links (Pillar #2): The Infrastructure of Connections

Links give Google one very important signal: another site or reader found material on your webpage valuable and relevant enough for them to link to it. The more links you get, the more valuable your content is deemed to be by search engines. More likes also builds trust and authority, causing your pages to rank higher, driving more traffic.

In the past, link building was a numbers game. Links came from simple tactics that included listing your site in a bunch of directories, linking to your site from comments on blogs, and other transactions that focused more on having someone dedicate the time to “link building” than actually focusing on creating value for readers.

Today, link building is still critically important, but there’s more pressure to build high quality links. Sites that you’re linking from need to be reputable and relevant to your industry. Here are some strategies to build links that also build your brand and authority in your niche.

Guest blogging: There’s an increased focus today on guest blogging as site owners look for organic ways to build links. Guest blogging is simple: you find and pitch an appropriate blog with an offer to write a post geared toward their audience. When you’re guest blogging, look for reputable blogs that are relevant to your industry and subject matter. Here’s an article that describes a step-by-step process for guest blogging.

Press release distribution: Press releases are another way to build links to your site and help build brand recognition for your business. There are two keys for effective press release distribution. The first is to find a newsworthy story to write about in your release, or to find a relevant hook in the broader news landscape. For example, if you are a coach for administrative assistants looking for new opportunities and its Administrative Professionals Day, your press release is more likely to be widely picked up.

This syndication effect will help you build inbound links. It may also lead to valuable news coverage with publications running your story or reporters asking you to act as a source. The second piece of leveraging press releases is to use an effective press release distribution service. It doesn’t have to cost you hundreds of dollars. In fact, many are free. But make sure that whatever you choose is active and reputable. A popular choice is PRWeb.

Repackaging existing content: Building links to your site doesn’t require an army of writers constantly developing new content (although it certainly doesn’t hurt!). Instead, look at your existing content and see how it can be repackaged across platforms and mediums. Do you have a great, data-driven blog post? That could be the foundation of a fantastic and highly viral infographic. A case study or white paper could be paired with some simple imagery and turned into video content for YouTube and Vimeo. A newsletter distributed by email could be turned into guest posts or social media content.

Leverage real world connections into links: Are you sponsoring local events in your community, such as little league groups or a networking event? Perhaps you’re speaking at a conference or doing pro-bono consulting for a non-profit? Do you belong to any professional associations, speakers organizations, or civic groups? Many of the above opportunities will come with the chance to list yourself on their website, along with a bio or company description and a website link. Sit down and do an audit of these options – especially ones you may already be a part of and not using effectively. Circle back and have your site listed where possible, and be on the lookout for these opportunities in the future.

Target high quality directories: Indiscriminately listing your site in every directory that you can find has little value. It’s fair to say that it can even backfire; it’s an old link building trick and one that Google frowns upon. Yet there are a number of directories out there that are valuable to your SEO strategy. Be on the lookout for three kinds of directories where it can be useful to list your site. The first is local directories; being listed can help you rank for location-based keywords. The second is niche or professional directories that are squarely focused on your industry. The third are established directories with sections that focus on your area of expertise. Use a tool like Yext.com to find out if you’re already listed in some key directories.

Social Media (Pillar #3): Making Friends, Engaging, and Sharing Content

There was a time when analysts wondered if social media would make SEO obsolete. In reality, social media has augmented and transformed the way that we think about SEO, without making the discipline itself go away. Today, social signals are having a direct impact on how sites are ranking in the SERPs. Here’s what you need to think about in making the most of social media.

Interact in social media channels: The best way to build some buzz on social media is to get out there and get connected. Remember to think about your social presence as a conversation. Share content that’s high value for your contacts, while also engaging with them. Engagement means sharing other people’s content, thanking people for retweets and shares, and joining people in discussions. This doesn’t have to take a lot of time, but ideally you should spend a few minutes a day focused on engagement.

Build your brand: Social media is a great medium to help build your brand. A branded social presence can help build word of mouth that gets you customers, mentions, and links. Think about branding your social presence in three key ways. Make sure that your profile names and descriptions are branded and link to your site. Ideally your username and URL for both sites should be linked to your business name. Ensure that the look and feel of your site carries through to your profile layouts and design. Finally, share professional content in your brand’s voice consistently. This doesn’t mean that you should never share personal details, but it does mean to evaluate all potential content through the lens of “is this appropriate for my customers and colleagues?”

Generate social signals by making content easy to share: Does every page on your site include buttons that make it easy to share your content? How about every post on your blog? Take the time to install a program such as ShareThisto allow readers to instantly share anything they enjoy. Focus on making sure that you’ve included the relevant networks – at a minimum, users should be able to share to Facebook, Twitter, Google +, and Pinterest.

Have a platform strategy: “Be everywhere” is one approach to social media, but it’s rarely the most effective. Particularly if you’re trying to get traffic to your site and people to read and share your content. Instead, decide what platforms are going to be the most effective for you. The best strategy takes into account the social behaviors of your target customers. Are they video people? Facebook addicts? Spend your time online cultivating a following that generates social activity and connects to your business goals beyond SEO.

Think Google+: From a purely SEO perspective, it’s important to have a presence on Google+. Here’s why: Google has been explicit that social signals play a role in its algorithm. Twitter and Facebook matter some, but many of the search results from both networks are restricted. Therefore, the network that’s carries the most weight is Google +. Ensure that you have a profile that’s connected to your site, and spend time building your audience there. Share content, and make sure that a Google+ button is available for people to like and share your content.

Conclusion

The world of SEO is definitely complex, and in 2013 a simplistic legacy approach is no longer enough. Effective SEO requires managing different elements, ranging from your content and keywords to your social media and link building activities. But with a focus on these three pillars, you can create a foundation and structure that will support a high ranking site for a long time to come.

By Jayson DeMers

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For the original article click here: http://www.forbes.com/sites/jaysondemers/2013/05/23/the-3-pillars-of-seo-in-2013-content-links-and-social-media/

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