Pictured: Chad Pollitt
How attuned are you to the changing facets of search engine optimization (SEO)?
On Saturday, January 19, 2013, WebSIGCleveland.org hosted Chad Pollitt, director of marketing for Indianapolis-based Slingshot SEO.
Pollitt presented "Rethinking SEO-Facts, Figures and Data."
Yesterday's SEO focused on link-building, SEO programming, paying per keyword and aiming to rank #1 on the homepage of Google, to name a few.
All that's being challenged, as inbound marketing now trumps the above-mentioned elements.
Pollitt shared 7 key take-aways about the importance of inbound marketing, highlighted here:
- Where you rank no longer matters. What does matter is how many keywords drive traffic to your website/blog. Today's digital PR includes content marketing, some technical SEO, and social media.
- Create original, problem-solving and/or entertaining content. Pollitt says people use the Internet to solve a problem or to be entertained-that's it.
- Publish content frequently. Up the ante by producing more blog posts, writing more white papers, producing one monthly webinar and video.
- Don't buy links or use link-building services. Post content and attract references from trusted sources only.
- Search results and technical SEO's return on investment (ROI), are becoming harder to track. Google continues to employ complicated algorithms almost impossible to crack. For example, Google Penguin helps prevent spamming and link-building.
- Distribute content via social media-be social.
- Embrace all of inbound marketing, including email, blogging, websites, and SEO. "To win at search, you have to win at marketing," Pollitt says.
Pollitt also says:
- Community will continue to be the future of SEO and SEOMoz is a real community.
- While technical SEO is on the decline, it's alive and well regarding local search, and Google + leads the way.
- He doesn't use Google Analytics, he prefers Boston-based, Hubspot.
- Valuing Digital Marketing Channels with Attribution Models is an informative, free, downloadable e-book.
As inbound marketing grows in popularity, don't be left behind with outdated information regarding SEO.
View Pollitt's complete presentation, "Rethinking SEO-Facts, Figures and Data," at the link above; and if you're in northeast, Ohio, plan to attend a future WebSIG presentation, which meets the third Saturday of the month at Notre Dame College, in South Euclid, Ohio.
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