A creative approach to link development will form an essential part of any successful SEO strategy. Using case study examples, Gary talks about how to effectively prioritise your keyword targets and then delves into how you can capture that keyword revenue potential, through a creative link development strategy.
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This month Propellernet will be exhibiting at Internet World from 27th – 29th April, where we are set to challenge people’s perceptions of Online PR. Our team will be sharing some of its valuable SEO, creative link development and online PR expertise with Internet World visitors, on-stand and at two talks by members of the team. We will invite people to ‘explore the vast galaxy of SEO-PR’ and challenge visitors on their perceptions of Online PR.
“…Brands now have a need to consider every online touch-point and how they can influence purchase decisions beyond the virtual front door of their corporate website”
Quote from the “The Search and Social Media Report” from the IAB and Microsoft Advertising
In a social media obsessed industry the cold hard fact remains that search engines are still the most influential gatekeepers of links (that you can directly influence!) between your brand and consumers.
The brilliance of search engine marketing is that behind every search query is a person that fits into a well defined segment based on their motivation to search at that time.
As a refresher it’s good to think about the concept of the “intent” behind a search query.
“I’ve got 60 product categories. For each of those there is a generic keyword I’d really love to rank for in Google. Each of the keywords is highly competitive in its own right. Where on earth do I start?”
Sound familiar?
I’m sure you understand which generics you’d like each category page to rank for. You also understand that for each of these generic keywords there will be a host of sites competing for the same keywords.
Maybe you sell LCD TVs, Women’s Dresses, Men’s Shirts, Vacuum Cleaners, (insert your category here). Obtaining top visibility for such a diverse set of products categories & associated generic keywords is not going to be easy.
Go ahead and type in “LCD Tvs” into Google and you’ll see a variety of sites including LCD specialist shops, department stores as well as guide and review sites.
You’ve probably already setup multiple product categories on your website, each of which is optimised to the core generic keywords associated to that category. You’ve worked hard to ensure you’ve ticked all the boxes with on-site SEO. Title Tags, ALT text, unique, fresh content and even some clever adaptations to your internal linking architecture to ensure that your most important categories are getting all the link love they need.
It’s all helped and you’ve seen noticeable jumps in position against all your generic terms. Job done? Unfortunately not – if only it were that simple!
