SEO: Promotions Implies Relationships
Promotions breed familiarity, of course, but they also breed popularity. That’s a good thing in the world of search engines and SEO (search engine optimization).
“Promotions” are the way you spread the word about your website. So, that may include blogs, social networking, media, professional directories, Yellow Pages ads, PPC (pay per click) ads, search ads, and so on. Search engines give less credence to paid connections, but they love connections to your site by other sources. Thus, one way to increase your link authority and your ranking is by building on relationships.
The more organic the relationships, the better, and the more authority you gain. One way to build organic relationships is through social media. Establishing an active presence on Twitter, Google+, and Facebook, for instance, with links to your website pages and lots of other-user interaction is good. Another way to build strong relationships is through activity on blogs and forums, again interacting with users and citing your Web pages. Best of all is when your readers cite your pages in all these and other places.
This all gets down to the concept of popularity, which weighs heavily in your favor with search engines. This is especially important in link strategy, where having a lot of people link to your pages or use links to your pages weighs heavily in your ranking favor. And high page-view counts also indicate popularity. If your pages are popular, they must be important and read-worthy, therefore they should be ranked higher in search than pages that get less traffic.
Whether you as a Web Editor are active in promoting your pages among your audience, or your staff or writers do it, is less important than that someone engage readers in promoting your site. As this illustrates, it doesn’t have to be in advertising. It can be as powerful as word-of-mouth marketing if it’s done well.
Topics I will introduce you to in the days ahead include:
- Introduction
- Meta Data Makes the Difference
- Content and the Role of Relevancy
- Links add Value and Authority
- Keywords for Planning and Clarity
- Promotion Implies Relationships
- Site Prep Paves the Way
- Resources for Staying “Clued Up”
Alan Eggleston is a freelance Web writer and Web editor for E-Messenger Internet Consulting Inc. Join him on Twitter, Facebook, and Google+.
