The Human Touch of SEO

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The Human Touch of SEO

Post by NewsOnline on Fri Sep 09, 2011 4:43 pm

The Human Touch of SEO

The New SEO World — The Way Forward

You can’t blame marketers for being confused, but it’s clear that companies forgot that they first are made up of humans working for humans. Marketers would do well to reduce search optimization fat to help users actually find the information they want them to find.

The truth is that it is really competitive out there, so the best thing that you can do is to be strategic and use your resources wisely. Set reasonable goals and understand that SEO is a long-term investment that will continue to evolve. We recommend the following strategies:


Diversity of approach: Use different tactics without focusing on one thing, even if it appears to be working well. Search engines “appreciate” diversity in link building, along with quality content written for human beings, not ’bots. SEO changes all the time, so what works today may not work tomorrow.

Write for people — optimize later: It is possible to overoptimize. When you lose sight of your intended audience: your customers, your readers -— and what is important to them -- because you want to please Google, you hurt yourself. Think about the person who will read and be motivated by your information.

Test, and test again: Don’t be afraid to test new methods and discover new techniques because search engines are changing every day. Just don’t throw everything that has been working for you out of the window and similarly evaluate old tactics to ensure that they are still effective.

International search requires special consideration: This will depend on the dominant search engines in a given country or market and how they work, including culture and language. Research and understand those parameters.

Use the right tools: SEO tools are advancing every day to help marketers be strategic and make informed decisions. Take advantage of tools that help save time, provide insight and keep up with the ever-changing search engines.

Finally, remember when you were in school you were told to write about what you know and write from the heart? The same rule applies when successfully writing — and optimizing — for the Web.

About the Author: Dr. Horst Joepen is CEO of Searchmetrics, a global expert in search analytics software. Searchmetrics empowers marketers to increase visibility and market share on the world’s leading search engines. Headquartered in Berlin, the company also has a wholly owned U.S. subsidiary, Searchmetrics, Inc., in New York.

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