SME TIPS

Macclesfield Express - - BUSINESS -

WE are half­way through the year and the SEO en­gine is still run­ning at full steam.

While SEO may be go­ing strong, the or­ganic search land­scape has changed con­sid­er­ably in the past cou­ple of years and tac­tics which worked well in 2012 and 2013 could land you in hot wa­ter in 2015.

There are still some strong foun­da­tional el­e­ments which re­main true and are worth re­vis­it­ing, along with some new things to bear in mind when it comes to win­ning in mod­ern SEO.

This week, Dawn An­der­son from Move It Mar­ket­ing gives her top things to do in your cam­paigns. ●● Do im­ple­ment strong in­for­ma­tion ar­chi­tec­ture into your site struc­ture

The us­abil­ity of a web­site is one of Google’s pri­or­i­ties, so it should be yours.

Tak­ing time at the be­gin­ning of a project to get your in­for­ma­tion ar­chi­tec­ture (IA) right is es­sen­tial to the lay­ing of your foun­da­tions. ●● Do in­clude meta de­scrip­tions

Skip­ping meta de­scrip­tions is a com­mon search mar­ket­ing mis­take, yet they are a vi­tally im­por­tant el­e­ment of any cam­paign.

Meta-de­scrip­tions have no bear­ing on rank­ings, but as the ex­tra piece of in­for­ma­tion that shows up un­der links in search re­sults, they act as a call to ac­tion for prospec­tive vis­i­tors. ●● Do write great con­tent

You have prob­a­bly heard that Google loves con­tent and main­tain­ing a blog is es­sen­tial for SEO.

How­ever, only part of this is true – Google does love con­tent, but only if it is high qual­ity.

●● Dawn An­der­son from Move It Mar­ket­ing

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