Search Engine Optimization

3 Easy Ways to Capitalize on the Future of SEO

Brad Smith
September 11, 2013

SEO tactics frequently die out.

But SEO will always be important.

So the key is to always look forward, to where the trends are heading, and see if you can position your business to be ahead of the curve (and the competition).

Today we’re going to look at 3 simple ways to do that.

How to Capitalize on the Future of SEO

“Googling” something today is vastly different than it was just a few years ago.

The actual search engine result pages (SERPS) themselves are pulling in extra data and detail to return comprehensive results.

So instead of just seeing a bunch of blue links (like years past), we’re now also seeing things like:

  • Knowledge Graph (Instant answers)
  • Localization (customer reviews, store/office hours, etc.)
  • Google+ Authorship
  • Other rich media (photos, videos, etc.)

All of which is good. As long as you know how to take advantage.

Let’s take a look at 3 easy ways.

Tip #1 – Inbound Marketing Trumps Isolated Tactics

“SEO” isn’t an isolated function or tactic that happens externally.

It’s powered by content creation, fueled by social media, and accelerated through PR, advertising and distribution. Which brings up the key difference between “inbound” marketing vs. “outbound” marketing…

The ROI of inbound marketing grows indefinitely because the tactics complement and optimize each other. Meaning the the more you invest in content creation or social media, the better your SEO will be (and vice versa).

Compare that to “outbound” channels like radio or print, which very rarely improve the value of one another exponentially.

So you want to improve your search visibility and SEO performance? Then start by improving your content creation and social media presence.

Tip 2 – Optimize Your Website for Leads, Not Just SEO

Does your website do a good job of generating demand, leads and sales?

Or are you guilty of some common website mistakes?

Because the best SEO strategy is always improving the customer’s experience.

That means investing in a contemporary design that works well on all devices. That means improving landing pages and how visitors navigate your website to boost conversions. And that means looking at engagement metrics to make sure users are viewing multiple pages per visit and aren’t bouncing immediately after arriving on your site.

If you can build a website that people willingly visit frequently, then you won’t have to obsess over keyword rankings…

…Or worry about sales.

Which brings us to our last point.

Tip #3 – Build Brands, Not Links

One of my favorite recent SEO marketing mantras has been RCS — Real Company Shit.

Which basically means, the best SEO strategies… are always the best marketing strategies.

Forget about links for a minute, and think about how big brands approach marketing.

Stop looking for loopholes, and start doing the work. Go back to the basics. Return to the 4-Ps. Run campaigns that coordinate publicity, outreach, advertising, and distribution or placement.

Focus on driving real business goals (like leads), build brand equity around your products and services (like loyalty and community) and the little things like “more links” will take care of themselves.

Because you can’t manufacture word-of-mouth. It happens, or it doesn’t. Depends on your brand equity.

And if you don’t have millions in the bank to splash on flashy mass-media advertising, then brand equity will come as a byproduct of your operations and customer satisfaction.

Once those things are working properly, then SEO becomes 1000 times easier.

The future of SEO belongs to brands, not links.