4 SEO Campaign Management Guidelines That Won’t Ever Change

How to write pages and articles so that they will always get found in search engines

Search engine optimization is a moving target. Fortunately, the tried–and-true tactics still work. Google still loves:

  • Topically relevant links from important sites
  • Keyword-rich title tags
  • Keyword-rich content
  • Internal hierarchical linking structure

These are all items that every SEO campaign should keep in its mental checklist. These things aren’t going to change.

Topically relevant links from important sites

A great way to get immediate inbound links is to distribute a press release each and every time you launch a new product. Your press release should link back to the RCLP and by doing this you will generate multiple inbound links to the page, which also tells Google that other sites appreciate the content on this page.

In addition to this, Twitter will always index a page faster than any other inbound link you can create for yourself.

If your goal is to build 10 inbound links a day, it might seem like a daunting task, but it’s not impossible. It’s easy to leave a valuable comment on a blog that links back to a free white paper or article on a relevant subject. If you’re answering a question that the blogger is asking, you’re giving yourself a valuable inbound link back to your site.

Keyword-rich title tags

Next to the content, your title tag may infact be the single most important factor for getting ranked on a keyword phrase.

If you do the math, you’ll realize that there is a keyword risk ranking inside each keyword cluster in your keyword universe, and this information can help prioritize your choices. You may discover that it is unwise to target the most popular keyword phrases, if there is a lot of competition for those phrases.

The best SEO keyword strategy might be to target keyword phrases that are more modest in popularity, and for which there is little competition.

To use an economic metaphor, you’re looking for modest demand and low supply.

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Keyword-rich content

Let’s say that your keyword is “how to make an apple pie from scratch”. Very often on our landing pages, we make a list of “take-aways” from the report we are giving away. For your apple pie handbook, you might go with “Apple Pie Recipe from Scratch Tip #1: Pick your own apples, don’t buy them, and don’t use canned
apples”.

Of course, once you’ve picked your main keyword and title, you can also research other keywords to target in your report or article title (perhaps as the descriptive subhead) which you can pepper your landing page or article with.

Internal hierarchical linking structure

Linking to pages within your own site is the best way to help Google define the pages you own, and properly designate pages that you consider top priority. In many cases you can get yourself into a page 1 or 2 rank just from internal linking.

Link-building should always be focused on something that can produce an outcome—a conversion—whether it be a new email subscriber or a lead.

To have a good internal linking structure, every page on your site should have a link to a page that you consider important. In most cases, your most important internal link is the link to your free downloadable products or other type of freemium rapid conversion landing page (RCLP) that leads to an email collection or lead.

However, when linking within your site, make sure to have a diversified catalogue of links. Linking only to your site could make Google thing you aren’t a responsible site by not including outside sources. Websites that only link within its domain or to other owned properties have been penalties if they do it to an extreme amount.

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