6 SEO Categories of 2014
SEO is continually evolving and the tactics are very diverse and hard to conceptualize. This article organizes today’s SEO into six hyper-related buckets. The hope is that this helps mangers organize SEO responsibilities and small businesses are able to understand what SEO even means these days.
- Research and reporting: The most critical category and likely what people think about SEO. It includes ongoing, typically reporting like:
- Keyword Reporting: Finding the right mix of difficultly and volume.
- Competitive Reporting: Learning from what other competitors are doing.
- Weekly/Monthly Reporting: Showing the success of the campaign and prioritizing the next areas.
- Content: The category getting the most attention among experts these days. The strategy is not about quantity, but quality. Not just text, but combinations of video, web tools, info graphics, images, and well written, easy-to-read, unique articles. The focus on this category stems from the premise of real link building. If you build good stuff, users and Google will come.
- Social Media: Another category of growing focus (and confusion). Social has been a topic of SEO conversion for several years, yet its true power and use is still TBD. What is obvious is that if you spend the time building a large, engaged social community, you have a ready audience for any new content. (Keep in mind that social serves other purposes as well, most notable, customer service).
- Link Building: SEOs used to be ‘obsessed’ with link building and the concept was easily manipulated. These days, link building looks more like public relations. It involves press releases, building relationships with other organizations/blogs/users/media. For example:
- Requesting a links for articles where your brand is mentioned without a link or where your competitors have links.
- Submitting press releases and following-up with journalists
- Adding directory listings, a must for local businesses
- On-Site Structure: There is plenty of information available on this topic. Essentially, it means making sure you are following all of Google’s suggestions for them to understand what your topic is and to want to promote it on their website. Topics here include:
- Site speed.
- Internal linking.
- Property tagging and organization.
- URL structure and redirects.
- Social buttons and Google Plus authorship.
- Schema.org markup.
- Sitemap creation and submission/.
It is important to note that more and more these topics will likely only get your so far. It will help ensure that your content is in the consideration set, however the other categories are critical in moving the rankings for a site.
- Special/Advanced Topics: This category involves tactics that go beyond the others. These tactics will likely not apply to all business and may be short-lived, which all other topics are ongoing. For example:
- Reputation Management.
- Fighting Google penalties
- Auto-suggest Manipulation