It’s one thing to give SEO lip service. It’s another thing to make an institutional commitment to it.
The Search Engine. It’s where 85% of all consumers begin their research – whether shopping for a smart phone, a refrigerator or a vacation. Consumers are out there asking questions and through smart search engine optimization, we as marketers help them find answers.
In recent memory, SEO was often left to developers; it barely registered as a valuable tool in the online marketer’s toolbox. Today that has all changed, mainly because our search engines are constantly changing.
Three years ago, Microsoft launched Bing and positioned it as a ‘decision engine’ and launched a new and innovative presentation for travel related searches. In a rare instance, Google adapted its search algorithm shortly thereafter. The result? Our top position for keyword ‘New Orleans’ dropped from its long-standing number one position to number three.
After we picked our jaws up from the floor, we took a hard look at our work processes related to SEO and set a goal to reclaim our number one spot. Our internal audits showed numerous opportunities for on-site improvements – this was ‘low hanging fruit’ – but it wasn’t enough. We needed to remind Google that we were the single most trusted source for New Orleans travel information. What we needed was a commitment to a structured link-building program for keyword “New Orleans.”
I identified a mix of sixteen (and only sixteen) travel, news, government, media, and educational sites with a high page rank and through partner programs, placed strategic links to NewOrleansOnline.com. The result? Mission accomplished. We are enjoying our number one ranking once more. Combined with server-side optimizations and diligent on-site improvements we have grown our organic traffic by 71% YOY.
Nathan Williams is a specialist in digital media and online marketing with over ten years experience designing, building and marketing award-winning online consumer destinations.
Organic is always the best choice.
And it doesn’t have to cost more.
It’s another thing to make an institutional commitment to it.
The Search Engine. It’s where 85% of all consumers begin their research – whether shopping for a smart phone, a refrigerator or a vacation. Consumers are out there asking questions and through smart search engine optimization, we as marketers help them find answers.
In recent memory, SEO was often left to developers; it barely registered as a valuable tool in the online marketer’s toolbox. Today that has all changed, mainly because our search engines are constantly changing.
Three years ago, Microsoft launched Bing and positioned it as a ‘decision engine’ and launched a new and innovative presentation for travel related searches. In a rare instance, Google adapted its search algorithm shortly thereafter. The result? Our top position for keyword ‘New Orleans’ dropped from its long-standing number one position to number three.
After we picked our jaws up from the floor, we took a hard look at our work processes related to SEO and set a goal to reclaim our number one spot. Our internal audits showed numerous opportunities for on-site improvements – this was ‘low hanging fruit’ – but it wasn’t enough. We needed to remind Google that we were the single most trusted source for New Orleans travel information. What we needed was a commitment to a structured link-building program for keyword “New Orleans.”
I identified a mix of sixteen (and only sixteen) travel, news, government, media, and educational sites with a high page rank and through partner programs, placed strategic links to NewOrleansOnline.com. The result? Mission accomplished. We are enjoying our number one ranking once more. Combined with server-side optimizations and diligent on-site improvements we have grown our organic traffic by 71% YOY.
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