Search Engine Optimization: Gearing Up For 2008 and Beyond
The SEO paradigm shift has already started kicking in. As search engine algorithms evolve, more weight is placed on trust-based factors and
topical-relevance forcing marketers to sharpen up or lose their edge. Keyword density, perfect anchor text alignment and sheer volume of link equity
will not cut it any more.
Mainstream Media Engagement
If marketers are working with brands that have an established off or online presence they already have a key advantage. Mainstream media and B2B
publications with established trust will likely link to your website, and stimulate others to do the same through simply discussing your operations,
strategies, successes and failures. This is a foot-print that's hard to manipulate. Gaining mainstream coverage can (usually) only come with an
established brand presence or exciting angle. If SEO clients don't have this in place, chances are that they will be swimming against the tide.
While engaging with the wider media is important, becoming a topical expert on your field is important too. If you gain topical coverage, you will most
likely gain column inches to discuss topical issues when they come up. Search engines use this linkage data to establish your trust and (in the case of
topical coverage) your authority on a subject area.
Gaining media coverage has lots to do with business decisions made at board-level, but gaining media coverage, and in turn editorial citations, can be
pulled off through effective content strategies and relationship building. If you're already immersed in your local community it's that much easier.
Publishing studies, writing a blog, and making effective software tools relevant to your industry can all help if the content hits the spot. But, if you're
getting started, you might have to send emails and make phone calls to get the ball rolling. Social media can also play an important role here, if done
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