Search engine optimisation (SEO) techniques have changed a lot over the past few years. Especially in 2011 and 2012 Google's updates have not been kind to websites that over-optimised their off-page SEO through artificial link-building.
Basic on-page SEO practices are still valid and to be successful you need a website that loads quick, has good internal linking structure, and uses proper meta data, and overall passes Google's quality guidelines.
With traditional off-page SEO such as link buying dead the importance of social media optimisation (SMO) has become much more important.
What's the difference between SEO and SMO?
There are two parts to SEO. The on-page and the off-page SEO. The on-page SEO is based on internal link structure (architecture) of the website, title and heading tags, content, and so on. The off-page SEO is based on the links pointing to your site, and the keywords connecting to your website. This used to be a numbers game - the more keyword-rich links the more popular (higher) the site would be in the search engine result pages (SERPS) for that particular keyword.
These days it's not advisable to try use these techniques as Google will see this as artificial link building and penalise your website. A much better option is to use social media and try to get your visitors involved in the "conversation" of your site. Ideally the way it works is that your product or service appears in front of a customer who "likes" it and mentions about it to their friends (followers) who in return mention it to their friends. This can very rapidly bring traffic to your product or service by people who are truly interested in the item. This type of social ecommerce is revolutionising the internet as we know it.
Many people don't understand how the social "thingy" works, or are afraid to jump on board and putting their company out there in fear of bad publicity. The reality is that you cannot escape social media but if you do jump on board you need to understand that it may not always be friendly. But common sense applies. If you sell fox fur coats it would be wise to stay out of social media, or be prepared to be flamed and ridiculed for the animal cruelty alone. If you sell recyclable baby nappies you'll probably be able to create a lot of positive noise about your products and service.
When SMO is done properly it can really promote your company positively. Our client Air Aroma International experienced this recently. Earlier this year Air Aroma hired iMedia Group Pty Ltd (Web Templates' parent company) to create and manage an SEO/SMO campaign for them.
When Air Aroma created a unique scent of an Apple Macbook Pro being opened for the first time (i.e. the scent you get when opening a new Apple product from box) for an art exhibition, we noticed the opportunity for this story to go viral.
We immediately posted the story to all of the major social sites such as Reddit, Digg, Delicious, and others, and mentioned about it on sites such as Facebook, Pinterest, Twitter, and several others.
Being a unique story, and with Apple being a great company, our breaking news was quickly picked up. Initially spreading from Reddit, which alone brought 10k+ unique visitors to Air Aroma in just two days. A few days later we wrote a press release and submitted it to 30,000+ journalists and bloggers, and 250,000+ opt-in news subscribers.
The Mac scent was quickly news on all major Australian and US newspapers and tech sites, including USA Today, TIME, Macworld and CNET, and many more.
Read our press release.
The Air Aroma website went from zero to hero in a matter on one week! On the right you can see the dramatic traffic spikes recorded in Alexa. From this you can see that the correct usage and timing of releasing news and links to social sites can make all the difference.
While it might seem a temporary gain in traffic, it actually has a permanent effect on the website due to the large number of high quality sites that are now linking to the source of the story, i.e. Air Aroma website. There is no reasonable amount of money that you can pay to get 1000+ links to your website from authority sites like TIME, USA Today, CNET, Macworld, The Age, SMH and so on! It is pure gold.
So let's discuss your SEO/SMO campaigns!
Regardless whether you are a small business or a large company, we can create and manage the following search engine marketing campaigns for you:
- Press release writing and submission to 30,000+ journalists and bloggers worldwide.
- Blog commenting on your particular industry related blogs. Each comment has a link or mention back to your site.
- Social bookmarking to all major and some medium size social bookmark sites.
- Once-off on-page analysis of your website with our recommendations.
- Viral marketing strategising (planning and timing).
- Adwords campaign management.
- Traffic analysis and monthly progress reports.
We follow the design, content, technical and quality guidelines set out by Google and will never suggest doing anything that could harm your website.
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