SEO best practices for the C-suite

In the past 12 months, the SEO industry has undergone some very significant changes. And while some aspects of search engine optimisation haven’t changed (relevant and engaging content, keyword research, page titles and descriptions are all still invaluable), the presence of social media and inbound marketing are making considerable transformations in search optimisation, specifically at the enterprise level.

Organic search is the indisputable leader in driving traffic that will convert to a website. Yet, it remains among of the lowest funding priorities when it comes to the website or marketing budget. With organic search results garnering over 75 percent of clicks, it’s a wonder why so many businesses continue to invest such a large portion of their marketing budget into paid media. Yes, paid searches offer a quick fix solution, but it’s a short-term outcome with very few lingering benefits. Think of it this way: paying for search results is a lot like renting space in shopping centre–as long as you pay, you stay but as soon as you stop it’s like you never even existed.

So what do C-suite executives need to know? You’ll be surprised that these tips actually have more to do with company-wide collaboration than actual SEO programming.

1. Forget What You Know

Nearly every CEO, CMO and CIO understands the value of SEO and the crucial role it plays in generating leads and traffic. But with the constant metamorphosis of SEO, few executives realise just how challenging it is to not only gain, but sustain visibility in today’s digital environment.

Many in the C-suite will believe that bringing in a search agency or hiring more developers will be the golden ticket out of an underperforming SEO slump. Unfortunately, it’s going to require a little more blood, sweat and tears than that, and more importantly, teams across the entire company have to get involved. All departments must understand what it takes to earns organic search visibility and work together to complete the SEO objectives.

2. You’re In For the Long Haul

Good SEO isn’t simply a project; it’s a long-term investment strategy. Ensure that your SEO consultancy or agency will offer education across all internal divisions in your company. If a comprehensive understanding is not reached throughout all departments, there will be weak links, disconnects and obstacles from several directions, including management.

While the first step to better SEO practices is an enterprise-wide shift in processes and thinking, leadership must also be prepared to commit resources. Improving organic SEO practices is notoriously underfunded — when a strategy doesn’t meet immediate sale and bonus goals (campaigns can take up to 12-18 months before palpable results are felt), marketing managers and executives are hesitant to invest. The reality is, while pay-per-click offers a quick fix solution, SEO’s return on investment will continue to rise long after PPC has peaked. It may take a bit more company elbow grease, but your ROI will thank you for it.

3. Bring the Focus Back People

When putting together an SEO campaign, it’s easy to focus our attention on giving search engines what they want. It’s true that there is great value in ensuring your site conforms to technical SEO best-practices, but visibility isn’t accomplished simply by changing some keywords and titles. Social influence, social shares and content all have a hand in SEO success. And with the ever- increasing impact social media is having on digital media, people matter more than ever. Great content will resonate with your target audience and allow them to see you as an online authority. If you site is trusted, what you have to say will be shared, liked, tweeted, etc which will naturally boost your ranking.

So there you have it, the top three SEO best-practices for C-suite executives. As a leader of your business, you have considerable say in how far you can take your brand SEO. If you take anything away from this article, understand that good SEO requires development from all facets of a company, discipline, nurturing and patience. As the age-old adage goes, “good things take time”; garnering and sustaining organic search visibility is no easy feat but the success and exposure is well worth the struggle.

If you are looking increase the ROI on your SEO campaign and want some expert advice alongside a wealth of tools to cultivate your brand, give us a call! p: 09 950 2140

5 ways to score more LinkedIn followers

With over 2 million companies registered within their database (including all Fortune 500 corporations), it’s no real revelation that LinkedIn can be a powerful tool in the B2B world. A company profile allows you to build your professional network via the influence of social media and being top of your class is certainly beneficial to your brand. Procuring company followers increases your business’s visibility as your updates will be seen throughout the LinkedIn community, attracting your target audience.So how do you acquire a bunch of LinkedIn groupies? While there is no exact formula to catapult you into the upper echelons of LinkedIn stardom overnight, there are certainly some helpful practices to enhance your company page.

1. All in the Family

Your friends and family are your biggest fans, so use your real life community to help develop your social media channels. When you start using a new platform, invite these people to connect with the page first. This will help you to build a decent foundation to start attracting new followers.

2. Share and Share Alike

You can use your already existing social media communities to draw attention to your LinkedIn page. Share your business via Facebook or Twitter, all of these forums should be used in conjunction with each other to yield the best results. You can do this in corporate forms of communication (email, newsletters, advertisement) as well, just remember to make it compelling. Include information you will make available to followers: promotions, articles, event, etc.

Following other companies’ pages is a good tactic as well. Showing a bit of sportsmanship and camaraderie will no doubt earn respect from your peers as well as gather some reciprocated follows along the way.

3. A Matter of Substance

Since most everyone is on LinkedIn for career purposes, use this opportunity to increase exposure for your products or services. Share engaging, original content that is applicable in your followers’ everyday life. Workplace tips or career advice is always relevant and, if you are having trouble coming up with content, consider using personal experiences. Chances are you are not the only one to encounter a business problem — share how you resolved a difficult matter with others who may be having issues in a similar situation.

Once you add new content, make sure to share it across your other social media platforms; it will increase the likelihood of people finding your LinkedIn content.

4. Consistence Beats Resistance

Post new content often to keep viewers interested and coming back to your page. Perhaps set aside one day a week (or more) to publish new information or advice. This will force you to keep your content timely and relevant.

5. Top Jocks Need Their Lackeys

Just kidding. You’re employees are not your lackeys. But getting staff members involved and backing your company is advantageous for everyone involved. First, encourage anyone who does not have a LinkedIn page to create one and list your company as their current employer. You company logo will then show up on their profile and will click through to your company page. You employees can then “like” and share status updates from your company page. Remember: more views = more brand recognition = more followers.

As I previously mentioned, overnight popularity isn’t something to realistically strive for. But begin putting the groundwork in early. You may be pretty green at the start, but a little networking and a bit of swagger will ensure you’re the one being crowned king of the LinkedIn prom.

If you feel that your LinkedIn profile could use a bit of a boost, we’re here to lend a helping hand. Contact our Digital Manager, Veronica Nobbs: