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SEO is an organic art, not a science

Stefan Hammond (Computerworld HK) | Nov. 8, 2013
Search Engine Optimization (SEO) is a strategy that can benefit an enterprise greatly. But it must be managed.

Mohan listed two key areas that must be addressed in SEO: human and machine. "The human side is about providing useful content, easy navigation, and a good user experience for visitors,"he said. "This is an important part of SEO because the algorithms search engines use to rank your site give high weighting to the quality of your content and the general user-experience. So don't try to 'over-optimize' your site by using excessive keywords or meta tags—this might end up hurting you. Focus on delivering an excellent user-experience as opposed to optimizing excessively for robots and crawlers."

"The machine side is about your technical infrastructure. You must ensure your pages load fast and you must have proper site maps and internal linking. You need to ensure that search engines can easily find and index all your content. It's a combination of optimizing the front-end user experience and the back-end machine processing to enable deep and regular indexation of your content."

Mohan said his site's main SEO advantage comes from a "clean, user-friendly design, with ultra-fast searching for thousands of available jobs. With Recruit.net, SEO is an ongoing process as we have over 50 million pages indexed in Google and operate Web sites in 14 countries. Google's ranking algorithms change constantly so it's essential that you stay aware of what's happening in the industry. Don't over-optimize—focus on your content and on providing an excellent experience for your users."

How to nurture organic results
"The phrase 'content is king' is 100% accurate-—there's no better SEO booster than solid content," said Ric Shreves, founder of Indonesia based water&stone Consulting. "I'm not talking about keyword-density or other esoteric concepts—while those things have a place in your SEO strategy, nothing is more important than compelling content. It generates buzz which translates into page-views."

"Success in SEO requires a multifaceted approach," said Shreves. "Too many people are caught up with being on Google's first page. But who cares if you get traffic—if it's the wrong kind of traffic?"

"You want quality leads," he said. "You want to connect with your target market and simply betting the farm on Google isn't necessarily the best way to go. Invest your efforts in a strategy that reflects the nature of your product, service, or content."

Leveraging social chatter
"Today's search engines are focused on social signals: how much buzz there is on the Web about your content," said Shreves. "So an effective SEO strategy must integrate social media optimization. You need people sharing your content: tweets, Facebook 'likes', Pinterest 'pins', recommendations, and reviews. These are gold in the present SEO environment."

"LinkedIn, for example, provides solid HR and business-related inbounds, while Pinterest is great for retail, particularly things like fashion," he said. "YouTube works well across a wide variety of items, but YouTube is often the destination—the content is there, not on your site—so keep that in mind. Facebook company pages and company Twitter accounts are solid ways to build inbound traffic and are relatively agnostic about the nature of what's being promoted."

 

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