7 Figure SEO

Vanessa Fox (SEO Consultant, Blogger And Author)

@vanessafox

TRENDING: The All-In-One Digital Marketing Software

Vanessa Fox is a Search Engine Land Contributing Editor. She created Google Webmaster Central before going on to found the software and consulting firm Nine By Blue and Blueprint Search Analytics, which she later sold. Her book, Marketing in the Age of Google (updated edition, May 2012), lays the groundwork for incorporating search strategy at all levels of organizations.

“But the truth is that the world has changed. And not participating in the conversation is a loud statement of its own to your customer base. You can’t control your branding message in any case because your customers are already talking about you online. The best you can do is to participate.”

“Even those retailers who don’t sell products online or who have substantial offline sales are still impacted by search. Online advertising triggers $6 to be spent offline for every dollar spent online29 and the in-store sales boost from search is three times greater than online display advertising.”

” But the truth is that the world has changed. And not participating in the conversation is a loud statement of its own to your customer base. You can’t control your branding message in any case because your customers are already talking about you online. The best you can do is to participate. “

“Many marketing departments already realize that search and social media are important aspects of a comprehensive marketing strategy in today’s online world. The question becomes what to do with that knowledge. “

“Before you can start attracting visitors to your website, you need to know who you are attracting and why.”

“When you’re working on a viral campaign, make sure links are designed in a way to provide SEO benefit (via their structure and anchor text). Realize that with search, social media efforts can have a long-lasting impact beyond the engagement”

“If search is new to the organization, it’s probably worthwhile to hire someone to help build a strategy that works for the organization: benchmark where things are, flag any big issues, help build in search best practices at the key points of the organization, develop searcher personas and workflows that can be used as templates for future development.”

“When you build a website, you shouldn’t just think about SEO, you can think of users and SEO at the same time.”

“Everyone is looking to understand the search engine algorithms. But, really we do know the intent of the search engine algorithms, which is to give the searcher the best result.”

“If you just look at usability alone, and you look at all the ways to make sure that your site is usable, that alone from a technical perspective helps you with SEO. “

Companies have all kinds of data about their customers — web analytics, keyword research, search volumes, purchase history, email stats… But there’s so much of it that it’s difficult to know what’s important and what’s noise. And there’s no easy way to tie it all together to get a true picture of the customer and make strategic decisions.

“There are fundamental building blocks for sites that also increase accessibility and usability, but if you don’t know about them, it’s easy to build a site all in Flash, or with huge blocks of images that have not ALT text, or with all the content in AJAX in a way that’s not crawlable. I tend to use my mobile phone browser as an easy way to spot this.”

“Doing keyword research isn’t just about search engine optimization, it’s also about understanding the language of your customer. “

“With the web and search engines, you not only have to think about what the product looks like in terms of marketing, but what the infrastructure of the site is, When I was working for Google it really became clear that these two pieces had an intersection.”

“For the most part, advertisements do not show up in results at all, it never crossed advertisers’ minds they would cause people to search their product, The advertisers are starting to think, for example, if we run this commercial this will not only cause people to hopefully buy the product and come to our website but also do a search.”

TRENDING: The All-In-One Digital Marketing Software


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