Optimized for Success

Written by: Jason Bayless | December 29, 2014

The success of SEO (Search Engine Optimization) campaigns can be notoriously difficult to define for people with little experience in the online market. It is not always defined by an immediate return on the dollars that a company has invested in the effort. Instead, success can be measured by amount of exposure the company has gained, the number of media platforms that they were able to span, and the number of customers who are responding to specialized ads and offers. With these parameters for success in mind, there are some important tips that business should keep in mind when developing link-building campaigns that focus on keywords and SEO.

While quantity is a major part of the goal of the campaign as a whole, the quality of the links and content with which they are associated counts for plenty. Search engines are much smarter than they have been in the past, allowing them to distinguish between blatant campaigning and associations for your company that are based on real information and value. This fact requires companies to focus on the standards of their anchor texts for links.

The domains that are linked to your business also count when it comes to SEO campaigns. The authority and certification of the domain that is posting the links must be of the highest quality. The saying that people judge you based on who your friends are remains true in the digital environment as well. Domains are typically judged based on the overall content that they present in addition to the length of time that the domain has been in existence. SEO campaigns can also be judged on their ability to incorporate links to pages that are relevant to your service or product. Buying links and settling for SEO tactics that associate you with websites outside of your own industry always raise red flags for search engines.

SEO campaigns are also very valuable tools for creating long-lasting connections with other businesses in your field. Earning the respect and trust of your colleagues also means earning links to your web pages. Should the people within your industry be unwilling to lend this kind of support, then it is likely that they can at least give you some valuable leads on resources that have worked for others they have known in the past. Failing to forge these kinds of relationships in the online world can also lead to starting from scratch each and every time a SEO campaign is needed in the future.

Difficulty forging connections with other webmasters and businesses can often make SEO efforts lengthy and difficult. However, volunteering some of your own time for the good of both parties can lead to trust and further online interaction. A great strategy in this capacity is to volunteer to write guest blogs. Domains are typically willing to exchange the content for a link back to your own page. Still, the posts that you offer must be genuine and helpful to readers for both sites. Otherwise, it is very likely that search engines such as Google will count points against you.

Engaging your audience while still using SEO tactics is key as well. You must be connecting with your customers in a real way in order for their exploration to be more than a one-time event. The aim of the campaign is to do more than manipulate search engines to a small degree. Connecting people on a human level also requires using variety in the keywords that you employ and the type of media on which they appear.

Ultimately, the goal of the SEO campaign is to develop a system for creating great content that expands and integrates with other areas of the Internet. When this type of system is in place within the campaign, incorporating links will be a natural occurrence. Campaigns typically grow organically when they are given a chance to lead from one resource to another, expanding organically as you proceed.