If you’re trying to master hundreds to thousands of keywords, work with the content
management system to programmatically automate much of the content-driven SEO
(e.g., dynamically populating title tags with database-provided keywords).
Stay on top of, and take advantage of, emerging trends in social media.Jerri: Are there any strategies that organizations might know about but are not implementing
that might help with SEO results if they did?Combs:So many organizations believe that the content part of SEO means generating page after
page of keyword-stuffed copy. People should focus on creating copy for a web site’s visitors, not
the search engines. Use one’s keywords in the copy, but use them naturally.Concentrate on regularly creating new, quality content for your web site. This will help both with
SEO, and with building the traffic of your site.Jerri: What is one facet of SEO that most small and mid-sized business don’t do well, and
how can they improve that?Combs:There are two facets:- How they choose keywords (don’t do it on visibility metrics, don’t do it based on
industry-speak). - Lack of link building (SMBs typically have even less in the way of trust rank or link
infrastructure with which to work than the big dogs; therefore link building is even
more important to them).
Jerri: What changes in SEO are coming as the result of the growth of social media?Combs:Social media provide a tremendous extension of ability to create and rapidly promote
link bait, including new sources of links. These new link sources can also be great sources of
native traffic and potentially cause huge changes in the way we search, and thus a potential threat
to the Google hegemony.Jerri: Are there any other coming changes that will affect SEO?Combs: Mobile and local advertising.
Video content.
Google’s never-ending thirst for new revenues, and dislike of the SEO industry
(a change agent).296
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